EFFECTS OF SALES PROMOTION STRATEGY ON SALES PERFORMANCES IN THE CASE ETHIO TELECOM IN CHIRO TOWN

ABSTRACT Organizations utilize consumer sales promotion as a strategic marketing tactic to increase sales by offering rewards including price bundles, rebates, coupons, samples, competitions, and more. The purpose of this research is to examine the impact of sales promotion strategy on sales performance in case of Ethio Telecom of Chiro town. The researches evaluate the impact of sales promotion tools mainly, Bonus for talk time, Premium, price discount, Free Samples , Contests and sweepstakes. The target population for the research was customers of Ethio Telecom which are found Chiro town. A total number of 395 customers were selected including the respondents which were surveyed using by using simple random sampling through structured questioners. According to the results, the following variables were statistically significant at the 5% significance level: discounts, bonuses, free packages, contests, and sweepstakes. The remaining variables, Premium, were statistically insignificant at the same level. Finally the researcher recommend that Ethio Telecom should conduct ongoing research to accurately estimate customer expectations and make plans to meet them in order to decrease customer complaints, as the research indicates that customers have complaints about the services the company provides.