ROLE OF SALES PROMOTION ON CUSTOMER LOYALTY IN THE RETAIL INDUSTRY : A CASE STUDY OF Y & K LIMITED-KOFORIDUA

Abstract

Through a case study of Y & K Limited-Koforidua, this study examined the impact of sales promotions on customer loyalty in the retail sector. The study is built around three main goals: The researchers are investigating the relationship between sales promotion and customer loyalty, the function of sales promotion in retaining customers, and the impact of sales promotion on customers' ability to find information about Y & K Limited-Koforidua. Purposive and convenience sampling techniques were utilized to choose seventy (70) respondents (workers and customers) for the descriptive survey that served as the research design. According to the study's conclusions, in order to keep clients, the business provides customers with free samples, price breaks, and coupons. However, it was discovered that they do not employ premiums and extra packs as a sales promotion method to keep clients, though. From the results, it was clear that sales promotions provide useful information about a company and its products, sales promotions make it easier to learn about a company's offerings, sales promotions frequently include detailed product descriptions and specifications, sales promotions can also be an effective way to introduce new products to consumers, and after discovering a sales promotion, customers tend to research the company further. According to respondents, sales campaigns offer better value for money, a higher level of life, lower costs for products, and grant incentives that help Y & K Limited retain clients. The following advice is given to Y & K Limited based on the study's findings and drawn conclusions: The business must continue its existing sales promotion tactics since they have helped Y & K customers stay loyal to the brand, but it should also broaden its appeal by offering bonus packs and premiums because doing so is likely to both help customers stay with the brand and attract new ones.