EFFECT OF SALES PROMOTION STRATEGIES ON BUSINESS PERFORMANCE OF COSMETIC PRODUCTS IN RETAIL SHOPS IN MWANZA CITY, TANZANIA
The study aimed to investigate the impact of sales promotion strategies on the business performance of cosmetic products in retail shops in Mwanza City, Tanzania. The study specific objectives are the effects of free samples on the business performance of cosmetic products in retail shops; and the effects of buy I get I free on the business performance of cosmetic products in retail shops. The study used a quantitative approach to investigate the relationship between promotional tools and business performance. Additionally, the study employed SPSS version 26 to analyze the data using inferential statistics and a descriptive research methodology. 158 owners of stores that sold cosmetics made up the study’s population, from which a sample size of 112 was selected. Data was gathered from the field using questionnaires. According to the research findings, price reductions have a negative relationship with business performance; a larger price reduction would result in a loss for the company. In contrast, free gifts, free samples, and buy one get one free promotional tools had a somewhat positive relationship with business performance. Effective company performance can result from the combination of these tools. It is therefore recommended that traders utilize these methods in conjunction, taking care to ensure that the boost in sales covers any additional costs spent by giving out free gifts, samples, or buy one, get one free offer.
Keywords: Sale promotion Strategies, Free sample, Cosmetic Products, Business Performance Additional comments, Conceptual framework add key elements Free sample, production on trial, Promotional product, Buy 1 get 1 free, Bundled product,Product on offer
