THE EFFECT OF SALES PROMOTION STRATEGIES ON CUSTOMERS PURCHASES DECISION FOR TEXTILE PRODUCTS: THE CASE OF KANORIA AFRICA TEXTILE IN ADDIS ABABA.

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.