Effect of Sales Promotion Strategies on Sales Growth of Alaf Ltd in Dodoma and Arusha Cities, Tanzania

Abstract

The study investigated the effects of sales promotion strategies on sales growth at ALAF Ltd in Dodoma and Arusha cities. Specifically, the study determined the influence of sales promotion strategies on sales growth at ALAF Ltd. A cross-sectional design was employed in which 110 respondents were proportionally selected and involved in the study. Primary data were collected using interview, questionnaire and documentary review. Qualitative data were analyzed using content analysis while quantitative data were analyzed using descriptive statistics and multiple linear regression analysis. The study findings indicated that sales promotion strategies such as product price discounting, demos, sampling and advertisement were found to have a positive significant influence on sales growth. The study concluded that sales promotion strategies have an influence on sales growth for the profit-making firm. This study recommends that the management of ALAF Ltd needs to integrate all promotional tools and strategies to ensure that all promotional goals are achieved. This will help the company to achieve its objectives in terms of sales growth.