Sales promotion tools, customer emotions and consumer buying responses in Ghana

Sales promotion is used by various organizations to encourage buying response among their customers. Although it an effective tool in marketing, few studies have been conducted on sales using customer emotions as a mediating factor. To fill these gap, the study pursued formation of model that explains how links customers' and responses Ghana. The was validated conducting survey with convenience sampling technique 664 data collected were processed structural equation modeling approach. result shows bonus pack, coupons, sample, price discount, rebate relation response. All tools indirect relationship except for pack. Besides, there between emotion, strong suggested managers must create new value product build emotional connection product.   Key words: consumer response; coupons; sample; brand loyalty.