SALES PROMOTION AND CUSTOMER’S SATISFACTION OF MANUFACTURING INDUSTRIES IN RWANDA. CASE STUDY: SULFO RWANDA INDUSTRIES Ltd. PERIOD (2021-2023).

Abstract

This study explores the impact of sales promotions on customer satisfaction within the manufacturing sector in Rwanda, focusing specifically on Sulfo Rwanda Industry for the period 2021-2023. Employing a descriptive research design, the study aims to provide insights into the effectiveness of various sales promotion techniques and their influence on customer satisfaction. The target population comprises 250,000 employees across manufacturing industries in Rwanda. A random sampling technique was used to select a representative sample, with a total of 25 participants, including both employees and clients, determined using Yamane's formula. The research methodology includes both primary and secondary data sources. Primary data were collected through Questionnaires with the selected sample, while secondary data were sourced from industry reports and company records. This approach ensures a comprehensive analysis of the research questions. The specific objectives of the study are twofold: first, to analyze the types and effectiveness of sales promotion techniques implemented by manufacturing industries in Rwanda, and second, to evaluate the contribution of these sales promotions to customer satisfaction. The findings on table 4.11 indicate that sales promotions significantly impact customer satisfaction in the manufacturing sector with a p-value of 0.037. Table 4.4 indicates various promotional techniques, including discounts, loyalty programs, and special offers, have been shown to enhance customer satisfaction by providing added value and improving customer engagement. The results in table 4.7 suggest that effective sales promotions not only boost -xii immediate sales but also foster long-term customer loyalty and satisfaction. This research provides actionable insights in figure 1 for manufacturing industries looking to refine their sales promotion strategies and improve overall customer satisfaction. The study contributes to the understanding of how targeted promotional efforts can positively influence customer perceptions and business outcomes in the Rwandan manufacturing context.