| Abstract: | This study investigates the effect of sales promotion strategies on consumer purchase decisions
in the textile industry, focusing on Kanoria Africa Textile (KAT) PLC in Addis Ababa, Ethiopia.
Employing a quantitative research design and explanatory approach, the research examined the
effects of six promotional strategies: product bundling, discounts, advertising, limited-time
offers, buy-one-get-one-free (BOGO) deals, and influencer marketing. Data were collected
through structured questionnaires distributed to a sample of 97 KAT customers, with a high
response rate of 98%. Findings highlight the significant role of these strategies in shaping
customer behavior, with specific emphasis on the effectiveness of BOGO offers and limited-time
discounts in driving immediate purchases. Statistical analysis, including regression and
correlation techniques, revealed that all advertisement, BOGO, influencer marketing, and
limited time offer positively influence consumer decision-making, albeit with varying degrees of
impact. The study underscores the importance of tailored promotional mixes to align with
evolving consumer preferences and recommends strategic enhancements in promotional
practices for improved business performance. This research contributes to the limited body of
literature on sales promotion in Ethiopia’s textile sector, offering actionable insights for
practitioners and policymakers. |
