| dc.description.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 | en_US |
