Assessment of effectiveness of promotion techniques upon sales performance in the telecommunication industry: the case of Tanzania telecommunication company Ltd

The study assed the effectiveness of promotion techniques upon sales performance in telecommunication industry. Three objectives guided this study namely, examining the extent to which advertisements influence TTCL customers in buying the services, examining the extent which sales promotion have impact on overall sales performance and lastly to ascertain the promotion techniques which have most impact on customers buying behavior. The qualitative and quantitative data were used to generate reliable data for the study. Primary data were collected from study area using structured questionnaires and observations, secondary data were obtained by reading the existing literatures. The research data were analyzed by using statistical tools. The overall findings revealed that effective promotion techniques have significant influence on sales performance. In all the promotion mix, personal selling has been effectively used by the organization, and therefore proved to be handy especially for corporate customers. Nonetheless the intensity of the influence of marketing promotion variables on consumer buying decision varies according to the degree of stimulation influenced by other factors like social groups, and the type of the product promoted