Abstract:
The main objective of this study was to analyze the effect of sales promotion tools on consumer
buying behavior, on castel beer consumers in Amhara region kombolcha district as a case study.
Furthermore, this research also intended to find out what sales promotion tools marketers adopt
not only to grab customers attentions and the promotion of their brand but also to gain maximum
profit and increase sales volume of accompany. Basically The researcher employed A
quantitative research approach and non-probability convenience sampling method had been
adopted in selecting a sample size of 150.The study used descriptive research design in which the
study utilized the quantitative data survey structured questionnaires basically there searcher was
used both primary and secondary data instrument in order to collect the data and to get
concrete and reliable information for my study. To check the reliability of the adapted instrument
the cronbachs alpha test were carried out .In general based on the objective of the study the four
hypotheses were formulated and tested and the result showed all were supported. The researcher
used explanatory research design to discuss the outcome of the study that shows causal relation
between dependent and independent variables and data were collected using structured
questionnaire and analyzed using SPSS 25 version program .Descriptive statistics, correlation
and multiple linear regressions analysis method were used for analysis the data. Assumptions
are tested to check the appropriateness of multiple linear regressions for analysis. The Pearson
correlation coefficient has been used in the study signifies that all predictor variables (tools of
sale promotion) and the dependent variables (consumer buying behavior) have strong positive
relationships with one another. The result of this study revealed that The free sample, price
discount , buy one get one, and point of sale material are the most significant and positive effect
on consumer buying behavior.