Influence Of Sales Promotion On Consumer Buying Behaviour ,Study Of Seven-Up Company.

ABSTRACT

Over the year companies in Nigeria have designed strategies which help them in surviving in their various markets. This has become more imperative because increasing competition among firms whose aim is to gain a better market share and also remain in business. As long as the economy of the nation keeps growing new products are introduced into market in various sizes and shapes that compete for a place with already existing products of other firms. The economic environment of Nigeria has brought about devastating effect on consumers of manufactured products with heavy consequence on producers of consumers products. The study explored the influence of sales promotion on consumer buying behavior with reference to seven-up product. The research was carried to investigate whether the strategy meet the expectation of consumer and seller of their products. The dataanaiysis was done using percentage table and Chi-Square (x2) statistics. It was discovered after testing the hypothesis formulated that regular sales promotion influence consumer buying behavior and regular sales promotion campaign increase brand patronage