The Influence of Sales Promotion Strategies on Consumer Behaviour in the Alcoholic Spirits Industry in Nairobi Central Business District

Abstract

This study sought to evaluate the influence of sales promotion strategies on consumer behavior in the Alcoholic Spirits Industry in Kenya. This research was conducted through a descriptive research design. The descriptive survey design was considered appropriate as it enables description of the characteristics of certain groups, estimation of the proportion of people who have certain characteristics and making of predictions. The study collected quantitative data in the form of primary data from the managers of the bars and wines and spirits outlets in Nairobi‟s CBD using a semistructured questionnaire. Quantitative data was analyzed by descriptive analysis while qualitative data through content analysis. The study found that various players in the Alcoholic Spirits Industry in Kenya adopted various sales promotion strategies such as vouchers, premium products, gifts, extra products, reduced prices, free samples and sweepstakes with a view of positively influencing the behaviour of their customers towards purchasing of their products. The study found that the sales promotion strategies practiced in the Alcoholic Spirits Industry had a significant positive influence on the consumer behaviour. The study recommends that the management of the bars and wines and spirits outlets should formulate comprehensive and effective sales promotion strategies that seek to build brand awareness, creating favourable brand attitudes, gaining market share, inducing purchase, building brand loyalty and increasing sale