Keyword

Sales promotion, benefits, types of promotion, intrinsic and extrinsic effects

Abstract

Sales promotion is a key ingredient in marketing campaigns, with designed short term incentive tools aimed at consumers to influence quicker or greater purchase of particular products or services [Kotler]. Several advantages have been identified as a result of sales promotional activities sides increased sales and revenue. The objective is to find out the reaction of customers of consumer goods to sales promotion using Unilever Uganda as case study. The result reveals that while sales revenue has increased customers perception about products due to sales promotions has not changed much and that loyal customers may not be affected by the price change


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