The Influence of Sales Promotion Strategies on William Lawson’s Brand Image in Kapseret Sub-County, Kenya: A Comprehensive Analysis

Abstract

Aim: This study aimed to examine how sales promotion tactics affected William Lawson’s brand image in Kapseret Sub-County, Kenya.

Methods: A quantitative descriptive analysis was conducted to assess perceptions of sales promotions, complemented by Pearson correlation to test their association with brand image. In addition, qualitative data were gathered through interviews with distributors and liquor store managers to provide contextual insights.

Results: The quantitative analysis revealed an extraordinarily high composite mean score of 4.9779 (Std. Deviation = 0.08296) for sales promotions, indicating a nearly unanimous positive opinion among respondents. Pearson correlation analysis further confirmed a statistically significant positive relationship between sales promotions and brand image (r = 0.101, p = 0.046), leading to the rejection of the null hypothesis. Qualitative findings supported these results, with distributors and managers emphasizing the role of discounts, freebies, and special offers in fostering consumer loyalty, attracting new customers, and enhancing brand value.

Conclusion: The findings demonstrate that sales promotions serve as a highly effective strategic tool, exerting a major and positive influence on William Lawson’s brand image. Beyond their conventional role as short-term sales drivers, well-designed promotions contributed to building a strong, consistent, and culturally relevant brand identity within the urban market.

Recommendations: The study recommends that international brands operating in developing urban markets should strategically adopt value-driven and culturally relevant promotions. Such approaches not only boost immediate sales but also strengthen long-term brand perception and consumer loyalty.