THE EFFECT OF SALES PROMOTIONS ON YOUNG CUSTOMERS’ SATISFACTION AND PURCHASING INTENT: A CASE STUDY OF MTN CUSTOMERS – CURRENT STUDENTS IN ADVENTIST UNIVERSITY OF CENTRAL AFRICA

Abstract

In nowadays’ business globe completion, customers are equated with kings. Surely, without its customers,

business cannot exist. Customers exercise a high level of influence in the market with respect to the quality,

price and the size of the product; since they have numerous choices to make among substitute products. That’s

why, in order to stay competitive, companies have to not only meet customers’ needs, but to even exceed

customers’ expectations. One of the solution means is that, companies give promotions to their customers, since

the purpose of promotion is to reach the targeted consumers and persuade them to buy. Therefore, the aim of

this paper is to determine the effect of sales promotions on young customers’ satisfaction and purchasing intent.

This study used descriptive and correlation research design. The survey method was used in gathering informa

tion from the respondents. Simple random sampling was used to select a sample size of 100 young Adventist

University of Central Africa (AUCA) students who are customers of mobile telephone network “MTN”

Rwanda. Data collection was made using self-structured survey questionnaire and data statistical analysis was

conducted with the aid of SPSS software version 22. As the results, the research found a significant

relationship between MTN sales promotions and young customers satisfaction and purchasing intent, and this

is based on a Pearson correlation coefficient of 0.940 (p<.000). On the other hand, weaknesses were found and

relevant recommendations were given to MTN Rwanda.