Sales Promotion and Consumer Buying Decisions

ABSTRACT

This research project intended to the Impact of Sales Promotion and Consumer Buying Behavior in selected Local Governments Areas in Zone A of Niger state. This is with the view to evaluating the extent that the behavior of the consumers can be affected by sales promotion.

The research used random sampling methods as a sampling technique to obtain the sample size from the population case study. The primary source of data, through , was collected from 80 consumers from four selected Local Governments in Zone A. of Niger state.

Data were analyzed using tables and statistical Chi-square which shows the significant relationship between variables and consumer buying behavior, that sale promotion accelerates the consumer buying decision. It was also observed that consumers in selected areas of use more of free product type of sales promotion than other types.

were made to includes that there should be a necessary improvement on promotional activities by using the promotional tools interchangeably.

TABLE OF CONTENTS

Title page…………………….. i

Certification…………………… ii

Dedication……………….. iii

Acknowledgment………………. iv-v

Abstract……………… vi

Table of content………………. vii

CHAPTER ONE: INTRODUCTION

• Background of the study……………………………………………………………. 1
• Statement of the problem…………………………………………………………… 4
• Statement of Research Question……………………………………………….. 5
• Objectives of the Study……………………………………………………………….. 5
• Research Hypothesis…………………………………………………………………. 6
• Scope and Limitation of the Study………………………………………………. 7
• Significance of the study…………………………………………………………….. 8
• Chapter Scheme……………………………………………………………………….. 8

CHAPTER TWO: REVIEW OF RELATED LITERATURE

• Introduction………………………………………………………………………………. 10
• Sales promotion and consumer buying behavior………………………… 11
• Meaning of sales promotion………………………………………………………. 12
• Types of sales promotion…………………………………………………………. 14
• Development of sales promotion program…………………………… 19
• Main tools of promotion……………………………………………………………. 22
• The benefit of sales promotion………………………………………………………… 25
• Limitation of sales promotion…………………………………………………….. 28
• Meaning of consumer buying behavior……………………………………… 29
• The major factors influencing consumer behavior………………………. 32
  • Complex Buying behavior………………………………………………………… 40
  • Dissonance reducing behavior……………………………………………….. 40
  • Habitual Buying Behaviour………………………………………………………… 40
  • Variety Seeking Buying behavior…………………………………………….. 41

2.1   Process in consumer buying decision…………………………………… 41

• Information Search………………………………. 42
• Alternative Evaluation……………………………………………………………… 42
• Purchase Decision………………………………………………………………….. 42
• Post-Purchase Behavior………………………………………………………… 43

2.12 The empirical literature on the relationships between

sales promotion and consumer buying behavior…………… 43

CHAPTER THREE: RESEARCH METHODOLOGY

• Introduction…………………………. 47
• Research design…………………………………………………………………….. 47
• Data Sources and Method of Collection…………………………………… 48
• Research Population………………………………………………………………… 49
• Determination of Sample Size………………………………………………… 50
• Method of Data Analysis………………………………………………………….. 51

CHAPTER FOUR: DATA ANALYSIS AND INTERPRETATION

• Introduction…………………………………………………………………………….. 53
• Data Presentation Analysis and Interpretation…………………………… 53
• Hypothesis Testing……………………………………………………………….. 64

CHAPTER  FIVE:   SUMMARY,  FINDINGS  AND   CONCLUSION  AND RECOMMENDATIONS

• Introduction…………………………………………….. 71
• Summary……………………………………………….. 71
• Findings and conclusion………………………………….. 72
• Recommendations…………………………… 74

Bibliography……………………… 76

Appendices… 80

INTRODUCTION

1.1 Background of the Study

Basically, promotion is first introduced in the 4Ps of marketing.

The four (4) Ps represents the mix (Product, Price, and Place and Promotion) and the promotional mix is the important term used to explain the set of tools that businesses use to communicate the benefit, source, and other information about their to customers in order to persuade them to purchase the products.

These tools are advertising, publicity, sales promotion, and personal selling, (Kotler 2001). On the other hand, consumer behavior is another important aspect in the retail business sector. Consumers are not always normal/simple buyers, (Kotler 2001).

Sales promotions have become a vital tool for marketers and their importance has increased significantly over the years. Studies that strive to understand the impact of sales promotions on consumers’ behavior are very important.

BIBLIOGRAPHY

Ammer, C. and Ammer, D. S (1977) Dictionary of business and Economics New York; the free press publication.
Asika, N. (2006) Research methodology in behavioral sciences. Long- Man publishers; Lagos, Nigeria.
Baker, M.J.(2000) The Marketing Book, 4th edition, Bath, Butterworth Heinemann
Bearden, W. and Rose, R. (1990) Attention to social comparison information: an individual  difference  factor   affecting  consumer conformity, Journal of Consumer Research, 16(mar), PP461-472
Blackwell, R.D., Miniard, P.W. and Engel, J.F. (2001), Consumer Behaviour. Orlando: Harcourt College Publishers. P. 362