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ABSTRACT
Most business organisations the world over adopt many effective and efficient programmes with the aim of maximizing profits, staying in active business and more importantly reducing piled up stock. For this reason the telephony industry in the Kumasi Metropolis adopt sales promotion tools and techniques to meet the above mentioned aims of business organisations. The research focused on the roles of sales promotions in increasing profits in the Kumsai Metropolis. In gathering the needed information for this research work, both primary and secondary data were effectively used. The primary data included information from the various management staff and their clients. The secondary data on the other hand included the use of documents, journals, bulletins, text books and leaflets. In order to gather enough facts, questionnaire was also administered to both clients and management staff on the use of sales promotions. The data collected were thoroughly used in analyzing the use of sales promotions on profits. Through the research, it was revealed that the telephony industry in Kumasi frequently used sales promotion to draw attention of customers to their new products, it has encouraged sales of slow moving items, reduced piled up stocks, stimulated offpeak sales of selected items and increased profits. From the study it was realized that most of the customers have stayed glued to their networks due to their frequent, interesting sales promotional activities. These promotions have enabled them to save a lot of money and also to be on line for longer periods. On the part of management, it was also realized that they were always willing to provide the needed funds for sales promotions since it has helped them to maximize profits, stay in active business and to penetrate into the challenging and competitive market.
