The Impacts of Sales Promotion Strategies on Product Awareness: A Study on Decorative Paints in Ilala Municipality, Dar Es Salaam

Clemence, Delfinus (2017) The Impacts of Sales Promotion Strategies on Product Awareness: A Study on Decorative Paints in Ilala Municipality, Dar Es Salaam. Masters thesis, The Open University of Tanzania.

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Abstract

From the onset, the study based on finding out the impacts of sales promotion strategies on product awareness with reference to decorative paints in Ilala Municipality –Dar es Salaam. The study further is structured along five specific objectives which wanted to see how these promotional activities of discounted prices, demos, loyalty points, charity activities, and free products (product giveaways) promoted product awareness. The study adopted a structured questionnaire which was administered to the sellers of decorative paints in Ilala, District. This was all backed up by rigorous documentary review of literature related to sales promotion strategies and product awareness. The findings later showed that, indeed, all the promotional activities, that is, discounted prices, product giveaways, loyalty points, demos and sampling, and causes and charity activities all lead to increased product awareness. This is accordingly illustrated as majority of the respondents have indicated that discounted prices (76%), product giveaways (88%), loyalty points (88%), Demos and product samples (76%), and causes and charity activities (80%) as modes of promotions do lead to awareness of the products, such as decorative paints. In terms of recommendations, there is need for these business people and manufacturers to undertake extra courses that can help them equip with enough skills to undertake most of these promotional strategies. In addition, the government of Tanzania needs to create a conducive environment for traders and other business persons to exercise the already mentioned promotional strategies. At a policy level, the government could look into reducing or removing any taxes or levies that might be hindering these promotional activities.

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