The Effects Of Sales Promotion On Consumer Buying Behaviour

The main objective of the study was to examine the effects of sales promotion on consumer buying behaviour in the retail sector in Ghana; a case study of West Hills Mall. The study was guided by the following objectives.

1. To examine the factors that promotes the effectiveness of sales promotion.
2. To identify the relationship between sales promotion and consumer buying behaviour.
3. To analyse the challenges that come with running sales promotion.

The study adopted the descriptive research design. The descriptive research was used because of its ability to use either qualitative or quantitative data or both, giving the researcher greater options in selecting the instrument for data-gathering. The target population of this study comprised all patrons of the West Hills Mall. One hundred (100) patrons were sampled out for the study. Using purposive sampling technique, the researcher purposively selected a sample size of 100 respondents. A questionnaire was chosen as the data collection instrument. Statistical Package for Social Sciences (SPSS.v.20.0) was used in the processing of primary data gathered.