The Effect Of Sales Promotion On Banks Performance: The Case Of Wegagen Bank Sc

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.