The Effectiveness Of Sales Promotion Tools On Purchase Decision Of Consumers The Case Of Walia Beer

In the emerging business scenario various promotional Tools are used by the marketer forrninfluencing the purchase decision of consumers. Sales promotion, is a key element ofrnpromotional mix, it has been widely used to sustain competitive advantage, increase sales andrnstimulate consumer purchase decision and it is becoming a valuable tool for marketers torninfluence purchase decision. Through this study, an effort has been made to evaluate therneffectiveness of various sales promotion tools in inducing purchase decision of consumers. Forrnconducting the research Survey method was used to collect the data from Walia beer usersrnresiding in Addis Ababa. A sample of 267 was studied by applying descriptive and inferentialrnstatistics techniques. Specifically, the data were analyzed using correlation analysis and all thernproposed hypotheses were tested by using multiple regression technique. The result shows thatrnamong the four sales promotion tools: point of sale materials, price discount and buy one andrnget one free are the most effective variables for inducing consumer purchase decisionrnrespectively. Whereas under the crown prize is the least effective in inducing purchase decisionrnof consumers. The results of this study would help the managers of Heineken company inrnselecting the types of promotion that greatly influence the purchase decision of the consumers.rnHence, this could help them become more competitive and gain more profit

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