“Influence of Consumer Sales Promotion on Consumers’ Purchasing Behaviour of the Retailing of Consumer Goods in Tema, Ghana”

Ofosu-Boateng, Ibrahim

doi:10.15640/jmm.v8n1a4

Cited by 12 publications

(12 citation statements)

References 15 publications

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“…Confirmatory factors analysis (CFA) was performed to measure the internal consistency, convergent validity and model fit. To analyse internal reliability and convergent validity, the study calculated Cronbach's alpha () and a value > 0.7 was accepted (Ali et al, 2021;Boateng, 2020); it also calculated composite reliability (CR), with a value > 0.7 being accepted (Ursule et al, 2022). Average Variance Extracted (AVE) was also analysed and a value > 0.5 was accepted (Boateng, 2020).…”

Section: Statistical Tool and Analytical Techniquesmentioning

confidence: 99%

“…To analyse internal reliability and convergent validity, the study calculated Cronbach's alpha () and a value > 0.7 was accepted (Ali et al, 2021;Boateng, 2020); it also calculated composite reliability (CR), with a value > 0.7 being accepted (Ursule et al, 2022). Average Variance Extracted (AVE) was also analysed and a value > 0.5 was accepted (Boateng, 2020). Lastly, the model analysed the factor loading, where a value > 0.5 was accepted (Bagozzi and Yi, 2012).…”

Section: Statistical Tool and Analytical Techniquesmentioning

confidence: 99%

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Customer satisfaction as a mediator of service facility and word of mouth in higher learning institutions

Kazungu

Kubenea

2023

JARHE

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PurposeHigher learning institutions (HLIs) need to have quality service facilities to achieve customer satisfaction and positive word of mouth (WoM). The purpose of this study is to assess customer satisfaction as a mediator of service facility and WoM in the context of Tanzania's HLIs.Design/methodology/approachA mixed-methods approach was used to achieve the study objectives. Stratified and simple random sampling techniques were adopted to obtain the names of 201 students in HLIs in Tanzania. Confirmatory factor analysis (CFA) and structural equation modelling (SEM) were used to test the hypotheses.FindingsThe findings show that service facility is significantly associated with both WoM and customer satisfaction, while the relationship between customer satisfaction and WoM is significant. The study also found that customer satisfaction mediates the relationship between service facility and WoM.Practical implicationsThe practitioners of HLIs can invest in improving service facility. Service quality is an important component that impacts WoM in HLIs. This is the most important element that impacts students' satisfaction and WoM in HLIs more than any other element of service quality.Originality/valueThis paper adds to the body of knowledge on the role of customer satisfaction in mediating the relationship between service facility and WoM in the context of Tanzania's HLIs. This study also presents a methodological contribution for a better understanding of the predictors of customer satisfaction in HLIs from the students' point of view.

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Section: Statistical Tool and Analytical Techniquesmentioning

confidence: 99%

Section: Statistical Tool and Analytical Techniquesmentioning

confidence: 99%

Customer satisfaction as a mediator of service facility and word of mouth in higher learning institutions

Kazungu

Kubenea

2023

JARHE

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“…Firms have also been found to use sales promotion to remain competitive, gain consumers' trust, introduce new products, and promote brand awareness while wooing existing customers. Examples of sales promotion include; free gifts, samples, exchange schemes, discount coupons, discount prices and bulk purchase deals (Ofosu-Boateng, 2020). Other examples include point of purchase displays, trade shows, premiums (Gorji and Siami, 2020).…”

Section: Sales Promotionmentioning

confidence: 99%

Marketing strategies and consumers purchasing behaviour in Ghana: A case of Nestle Ghana Limited

Gonu¹,

Asare-Larbi²,

Abdul-Rahman³

2022

Afr. J. Bus. Manage.

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The role marketing strategies plays in influencing purchasing behaviors of consumers in various economies can never be overemphasized. However, this assertion requires further investigation with respect to consumers of Maggi seasoning products in Ghana especially those in Tamale metropolis. The study analyzed the effect of marketing strategies specifically sales promotion and perceived product quality on consumers' purchasing behavior toward Maggi products in the Tamale metropolis of Ghana. To achieve this goal, the study adopted the quantitative approach, descriptive design and structured questionnaire. Valid data sets were retrieved from 162 food vendors in Tamale Metropolis. The IBM SPSS Statistics software version 26 was employed to process the data and subsequently analyzed with both descriptive and inferential tools. The study found all the marketing strategies to significantly influence the purchasing behaviors of consumers of Maggi products focusing on food vendors within the Tamale metropolis, Ghana. As a result, the research found that marketing strategies, particularly sales promotion and perceived product quality, have a major role in encouraging consumers to make better purchasing preferences. According to the research, Nestle Ghana could use more comprehensive methods, such as unique sales promotion packages, better pricing, and better product concepts in order to guarantee high purchasing behavior among its clientele.

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“…The interesting thing about promotion is the psychological influence. That is, promotion can mengengaruji consumer thought patterns and feelings, thus influencing decisions (McColl, et, ala., 2020;Ofosu-Boateng, 2020). Respondents who were in this study were UT Mataram students who had just been accepted in the 2020 period.…”

Section: Promotionmentioning

confidence: 99%

Evaluation of Socialization Programs and Promotions of Open University in Increasing Participation of Upbjj-Ut Mataram New Students

Suryani¹,

Prihandoyo²,

Anam³

et al. 2021

SJR

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This study aims to determine the effectiveness of socialization and promotion strategies in increasing student participation rates at UT Mataram. The method used in this research is correlational descriptive survey method. The results of this study are: 1. The target target of the socialization and promotion program in the future by utilizing information technology as a promotional media, 2. The number of respondents who know about UT is 101 people or 77.7%, while respondents who do not know about UT are as many as 101 people. 29 people or 22.3% indicates that the dissemination of information about UT in the NTB region is still not optimal. 3. The effectiveness of the social program has an impact on increasing student participation rates. Then sosprom activities in the period 2019.2 can be used as a reference for the activity stage in the next period

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“Influence of Consumer Sales Promotion on Consumers’ Purchasing Behaviour of the Retailing of Consumer Goods in Tema, Ghana”

Cited by 12 publications

References 15 publications

Customer satisfaction as a mediator of service facility and word of mouth in higher learning institutions

Customer satisfaction as a mediator of service facility and word of mouth in higher learning institutions

Marketing strategies and consumers purchasing behaviour in Ghana: A case of Nestle Ghana Limited

Evaluation of Socialization Programs and Promotions of Open University in Increasing Participation of Upbjj-Ut Mataram New Students

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