Effect of Sales Promotion on Sales Performance of Kenya Tea Packers Ltd

Abstract

Successful promotion is a substantial aspect on which business establishments anchor their success. This study aimed at evaluating the effect of sales promotion on sale performance of Kenya Tea Packers Ltd. The study was informed by the AIDA Theory developed by Elmo Lewis, in (1898). To answer the research questions, a descriptive research design was used, targeting all customers who buy KETEPA products from the seven (7) KETEPA exclusive distribution points in Nairobi region. (Eastleigh, Baba-Dogo, Rongai, Athi-River, Wangige, Kawangware and Ngong) The researcher targeted 100 customers from each of the 7 distributors thus a total target of 700 customers were targeted for the study. Determination of the sample size followed a systematic random sampling technique to gather data from KETEPA Customers. Prior to data collection the validity and reliability of the research tools was tested by use of supervisor’s comments and Cronbach's alpha test respectively. The study participants were interviewed through a one-on-one interview guided questionnaire, to gather the relevant data for the study. The study revealed that respondents agreed on the parameters used to measure the effect of sales promotion on sales performance of Kenya Tea Packers Ltd. Particularly, the study revealed that Sales Promotions improve sales volumes for KETEPA brands and promote customer loyalty. The study recommended for further studies to be conducted to other organizations to determine other elements that would contribute to high sales performance and show how they can be integrated to achieve optimal performance.