Abstract:
Abstract: Sales promotion is a key element of promotional mix and it has been widely used to stimulate
consumer purchase decision, sustain competitive advantage and increase sales volume within a specific
period of time. The main objective of this study was to determine the effect of sales promotion on purchase
decision of consumers in case of St’ George beer. The researcher has employed quantitative research method
with explanatory research design. Samples of 403 respondents were selected by using convenience sampling
method and data were collected through self-administered questionnaires. Data analysis was done from 366
statistically acceptable responses by using descriptive analysis, correlation, multiple regressions via SPSS 20
version. The finding of the study was sales promotion tools namely price discount (β1 = 0.343, P=.000),
points of sales material (β2= 0.241, P=.000), under crown prize (β3=0.143, P=.004) and buy and get free
(β4= 0.128, P=.007) have statically significant effect on purchase decision at the level of p< .05. It is
suggested that the company should strengthen and integrate these sales promotion tools to maximize its
benefit in attracting new consumer, increasing sales volume and improving market share.
Keywords: Sales promotions, St’ George beer, purchase decision, buy and get free, point of sale materials,
price discount and under the crown prize.
