Abstract:
Sales promotion is a marketing strategy which has been studied for years and has become a
crucial factor in modern marketing. The main purpose of this study was to assess the effect of
sales promotion on banks performance on the case of wegagen bank sc. It assesses the banks
sales promotion mix elements usage and their effect on its banks performance. The overall
success of the sales promotional campaign has been observed from the perspective of building
up performance of the bank. The study was conducted at the 20 branches of the bank
located in Jimma District. All the issues mentioned above have been assessed by conducting
Questionnaires to 140 wegagen bank Customer and staff that were selected based on
convenience, out of which 130 responses were received. The data analysis was conducted
through statistical techniques such as descriptive statistics, correlations and multiple linear
regressions by using SPSS version 20. And the data has been analyzed by using descriptive and
inferential analysis method. The result showed that wegagen bank performance is positively built
by its sales promotion. The banks performance positively placed by the Sales promotion
campaign and which result coupon, free gift and premium, incentives and loyalty reward have a
positive effect on sales promotion. The finding indicates that the effect of sales promotion on
brand image is practical and highly affected by the tools used to promote the brand image. From
the sales promotion tools premiums is observed as the highest effect on brand image of Wegagen
bank. The results indicated that all had a positive correlation with banks performance except
displays. Therefore the bank should focus on better application of the sales promotion tools since
it was found to prominently affect banks performance. Finally, researcher recommended to the
bank while implementing sales promotions they should design or built in strategic plan of
promotional activities, coordinated and integrated with other promotional tools.
