The Influence Of Promotion Mix On Purchasing Behavior In B2b Markets. Case Of Tatu Holdings.

ABSTRACT

The study aimed at evaluating the influence of promotion mix on purchasing behavior in B2B

markets. The study was conducted at TATU Holdings, in the Harare province of Zimbabwe. The

study mainly aimed at measuring the effects of the following variables, personal selling on

product interest, sales promotion on increasing or decreasing sales and advertising on product

awareness. Data in the study was mainly acquired through a mixed method approach conducted

using an exploratory and descriptive research designs. Data was generated mostly through

questionnaires and interviews with 30 TATU Holdings customers and 7 TATU Holdings

employees who were both probabilistic and non-probabilistic sampled. The study findings

revealed that personal selling has an impact on product interest; while, sales promotion influence

sales of a company and lastly, advertising influence product awareness. The study recommended

internet advertising since the world is going digital; a need to venture into other marketing and

promotion strategies such as direct marketing, e-marketing, product promotions and lastly,

financial and non-financial motivation to sales team such as sales’ bonuses, sales’ commissions

and awarding holiday packages in order to successfully seed an effective team.

Read Download