AN IN-DEPTH ASSESSMENT OF HOW SALES PROMOTION STRATEGIES INFLUENCE CONSUMER BRAND PREFERENCES IN CAMEROON

CHAPTER ONE INTRODUCTION 1.1 Background of the Study Sales promotions have become an increasingly vital tool for marketers, gaining considerable prominence in recent years (Kotler & Keller, 2016). In the retail sector, businesses commonly use pricing as a strategic tool to attract customers. This trend is evident through the growing visibility of product prices in advertisements and media promotions, aimed at helping consumers compare and assess various products before making a purchase (Kotler & Keller, 2016). As reported by the Economic Times (2015), marketing firms in India allocate approximately Rs 5,000 crores to sales promotional efforts. Over the past three to five years, the Indian market has experienced a substantial surge—between 500 to 600 percent—in the emphasis placed on sales promotional activities. For example, in 2001, the Fast-Moving Consumer Goods (FMCG) sector recorded 2,050 promotional campaigns valued at Rs 80,000 crore (Saleem, Igwe & Abrar, 2019). With the increasing importance of sales promotions, there has been a growing interest in understanding their effects on consumer behaviors—ranging from price perception and brand choice to brand switching, brand evaluation, and overall brand perception (Gorji & Siami, 2020). Manufacturers and retailers alike are eager to comprehend how various marketing elements—like price tactics, loyalty initiatives, and promotional activities—affect product sales and market share (Gorji & Siami, 2020). Existing empirical research indicates that sales promotions typically boost short-term sales. For instance, earlier findings have demonstrated that price-based promotions raise the chances of consumers switching from one brand to another within the same product category (Dodson et al., 1978). However, other studies have also highlighted the potential downsides of sales promotions on brand image. According to Gorji and Siami (2020), promotional offers, especially price discounts, can negatively influence brand equity. Ibrahim (2020) argues that excessive dependence on promotional activities may skew customers' evaluations of the price-to-value relationship. Similarly, Okoro’s (2015) findings indicate that while advertising efforts tend to positively affect brand equity in the long run, price promotions may lead to adverse outcomes. Sharmila (2018) supports this by suggesting that repeated use of price deals can be linked to weak brand equity. In contrast, variables such as high advertising budgets, premium pricing, appealing store image, and wide distribution coverage are generally associated with strong brand preferences, as supported by structural equation models. Kavitha (2020) observes that the brand preference for established brands is often shaped by consumers’ perceptions. In marketing, brand preference serves as a key strategy to align a brand with consumers' expectations and influence their purchasing decisions. Several elements within the marketplace, particularly promotional strategies, significantly shape consumer choices. Brand preference is not just a by-product of consumer behavior—it is a strategic asset that businesses can cultivate and leverage for competitive advantage (Salelaw, 2016). Creating brand preference requires employing promotional tools that not only enhance brand value but also strengthen brand recall and recognition. Brand preference is determined by various components, including brand awareness, brand association, loyalty, and perceived brand value. Promotional campaigns influence how favorably a brand is viewed and how it connects with different elements of brand preference. In today’s dynamic and competitive market, crafting an effective promotional mix is a complex task (Salelaw, 2016). Therefore, companies must clearly define their promotional goals—distinguishing between short-term and long-term objectives. Short-term aims may include countering competitors’ promotions or clearing out inventory, while long-term goals often focus on expanding market share, improving brand reputation, and building lasting customer relationships. With these considerations in mind, this study seeks to examine the effect of sales promotion strategies on consumer brand preference in Cameroon, specifically using Media System Consult as a case study. 1.2 Statement of the Problem Businesses across various industries are increasingly relying on sales promotion techniques to shape consumer behavior and build brand loyalty, which has significantly transformed the competitive landscape. In a diverse and growing economy like Cameroon’s, companies continuously seek innovative strategies to capture and retain customers (Salelaw, 2016). Among these strategies, sales promotions have emerged as one of the most prevalent and influential methods employed by marketers to shape customer preferences. Sales promotions encompass a wide variety of tools, such as discount offers, coupons, contests, and loyalty rewards—all intended to motivate purchases and enhance brand attachment. While such strategies are widely utilized across Cameroonian businesses, there is a noticeable gap in research examining their real impact on local consumers' brand preferences (Ibrahim, 2020). Though it is generally accepted that sales promotions can significantly influence consumer decisions in the short term, their long-term implications for brand loyalty, market positioning, and profitability remain uncertain. Moreover, little has been done to explore how different types of sales promotions affect diverse product categories and consumer segments in Cameroon. As such, this research aims to provide an in-depth assessment of how sales promotional strategies shape brand preferences in the Cameroonian market, focusing specifically on Media System Consult. 1.3 Objective of the Study The main goal of this study is to assess the effect of sales promotion strategies on consumer brand preferences in Cameroon, using Media System Consult as a case example. The specific objectives are: i. To identify the various types of sales promotion strategies employed by Media System Consult Ltd. ii. To evaluate how effective these sales promotion strategies are in shaping consumer brand preferences. iii. To recommend approaches for designing impactful sales promotional campaigns. 1.4 Research Questions This research seeks to answer the following questions: i. What types of sales promotion strategies are implemented by Media System Consult Ltd? ii. How effective are these strategies in influencing consumer brand preferences? iii. What are the best practices for crafting successful sales promotion campaigns? 1.5 Significance of the Study The results of this research will be valuable to several key stakeholders: For marketers and businesses in Cameroon, the study will offer practical insights into which promotional strategies are most effective in influencing consumer preferences across different market segments and product types. This knowledge can help organizations optimize their marketing spend and tailor campaigns to align with the behavior and preferences of Cameroonian consumers. For policy makers and regulatory bodies, the findings could guide the development of fair marketing regulations and policies that protect consumer interests while encouraging ethical promotional practices. For the academic community, this research contributes to existing literature on marketing strategies, and serves as a resource for future research on consumer behavior and promotional effectiveness. 1.6 Scope of the Study This research focuses specifically on the impact of sales promotion strategies on consumer brand preferences in Cameroon, with Media System Consult as the case study. Empirically, the study will: Explore the range of sales promotional strategies used by Media System Consult. Examine how effective these strategies are in shaping consumers' brand preferences and Suggest ways to design more effective promotional campaigns. Geographically, the study is limited to Media System Consult in Cameroon. 1.7 Limitations of the Study As with many research efforts, this study encountered a few constraints. Limited financial resources affected the researcher’s ability to gather a wide range of materials, references, and primary data (via internet resources, questionnaires, and interviews), which led to the adoption of a moderately sized sample. Additionally, the researcher had to balance this project with other academic responsibilities, which reduced the overall time available for in-depth research and analysis. 1.8 Definition of Terms Sales Promotion Strategies: These are marketing techniques used by businesses to encourage immediate consumer purchases and boost product sales. Common forms include discounts, coupons, loyalty schemes, free samples, bundled products, and various short-term incentives. Consumer Brand Preferences: This term refers to consumers’ consistent choices and inclinations toward certain brands over others in a given category. These preferences are shaped by brand image, price perception, quality, marketing exposure, and past experiences. Effectiveness: In this context, effectiveness refers to how well sales promotion efforts meet their intended goals—namely, influencing consumer brand preference, enhancing brand loyalty, increasing sales, and creating lasting positive consumer responses. Demographic Factors: These include socio-economic characteristics such as age, gender, income, education, occupation, marital status, household size, and geographic location. Such factors are often used to segment target markets and predict consumer behavior in response to marketing strategies. Brand Loyalty: This is the degree to which consumers consistently prefer and repurchase a particular brand, even in the presence of alternatives. It is influenced by product satisfaction, brand trust, perceived value, and personal experience. Long-Term Impact: This refers to the enduring consequences of promotional strategies on consumer behavior, brand perception, and market performance. Long-term outcomes may include increased loyalty, repeat purchases, higher market share, and improved brand equity—effects that extend beyond the immediate success of a promotion. REFERENCES Gorji, M. and Siami, S. (2020), "How sales promotion display affects customer shopping intentions in retails", International Journal of Retail & Distribution Management, 48(12). Health, Research & Development. Volume 9. Issue 11. Ibrahim O. B. (2020) Effect of Sales Promotion and Relationship Marketing on Customers’ Retention in The Telecommunication Industry in Accra, Ghana. British Journal of Management and Marketing Studies 3(1) . Kavitha, M (2020) An Empirical Relationship Between Service Quality Dimensions And Customer Engagement Of Banking Sector. Aegaeum Journal. Volume 8, Issue 4, 2020. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Global Edition). Pearson Education Limited. Okoro, V. (2015).The business of advertising (2nded.). Lagos: Benedette. Saleem, F., Igwe, P. 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