ABSTRACT

This study analysed those factors that affect customers’ acceptance of sales promotion campaigns of deposit money banks in Abia state, Nigeria. The study used the survey design and was conducted in Abia state, Nigeria.  The population for the study included bank customers of selected deposit money banks.  A sample size of 400 respondents was obtained using Taro Yamene’s formular. The study employed stratified and purposive sampling technique. Data collection was by a researcher-developed structured questionnaire.  A total of 400 copies of questionnaire were distributed to the respondents.  Data were analyzed using Binary Logistic Regression.  Probability value less than 0.05 was considered statistically significant. The study found that customer comprehension of sales promotion, income level, perceived reward value, customer authenticity perception, and promotion duration and timing are significant determinants of customers’ acceptance of sales promotion campaigns in Abia state, Nigeria.  Entry requirements, social benefits and redemption effort were found not to be predictors of customers’ acceptance of sales promotion campaigns. The study therefore recommends that: deposit money banks should ensure that customers really comprehend or understand the sales promotion especially key and basic areas (e.g. entry process, how the sales promotion works, instructions, terms & conditions, and rewards and its redemption); deposit money banks should continuously study the dynamics of income level of their customers before embarking on any sales promotion; the reward or prize of the promotion should align properly with the target audience. It should be something that customers place value on or prefer; deposit money banks should ensure that they run their sales promotion in such a manner that customers perceive such promos to be authentic - true, real and genuine; and banks should carefully choose the right start and end dates for sales promotion. The duration of a sales promotion should be moderate, neither too short nor long.