ABSTRACT

The study examines the effect of sales promotion on consumer purchase behaviour (a study of Nigerian Bottling Company, Aba-Abia State). However, the general objective of this study is to examine the effect of sales promotion on consumer’s purchase behaviour while the specific objectives of the study include to examine the benefits associated with the use of promotional tools and to examine how promotion stimulates consumers’ purchase behaviour. The study employed a correlational design method and a simple descriptive statistics. The finding shows that there are significant benefits associated with the use of promotion tools. The study therefore concludes that the sales promotion is important to every manufacturing company; helps in creating awareness of a particular product to consumers and customers, the study also went further to conclude that sales promotion helps in profit maximization and consumer’s decision making. Therefore the study recommends that Nigeria Bottling Company Plc and other manufacturing organizations in general should always engage in more promotional mix strategies that are innovative and creative to consumers; sales promotions budget should always be adequate in organizations, and companies should be mindful of the type of the sales promotion that they will adopt in order not to spend all their resources on sales promotion that would turn to be a loss instead of benefits. 

TABLE OF CONTENTS

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of content vi

List of Tables viii

Abstract ix       

CHAPTER ONE

Introduction

1.1 Background of the Study                                                              1

1.2 Statement of the Problem 3

1.3 Objectives of the study                                                                                                                            

1.4 Research Questions 3                      1.5 Research hypothesis 3                                        1.6 Significance of the study 3                                       1.7 Scope of the study 4

1.8 Limitation of the study 4                                                     

CHAPTER TWO

Literature Review 

2.1 Conceptual framework 6

2.2 Review of related literature 6

2.2.1 Benefits associated with the use of promotional tools 6

2.2.2 Effects of sales promotion in stimulating consumer purchase Behaviour 9

2.2.3 Effects of continuous use of sales promotion on organizational Performance 9

2.2.4 Sales promotion programme 12

2.2.5 The role of the consumer in marketing 13

2.2.6 Consumer purchasing behaviour 14

2.2.7 Types of sales promotion 16

CHAPTER THREE

Research Methodology

3.1 Research design 18

3.2 Area of the study 18

3.3 Sources of Data/method of collection 18

3.4 Population of the Study                                                                            18

3.5 Sampling techniques and sample size 19

3.6 Validity of the research instrument 19 

3.7 Reliability of the research instrument 19

3.8 Method of data analysis 20

3.9 Model specification 20

CHAPTER FOUR   

Data Presentation, analysis and interpretation

4.1 Data Presentation 21

4.2 Test of hypotheses 29

4.3 Discussion of Findings 31

CHAPTER FIVE

Summary of findings, Conclusion and Recommendation                                     

5.1 Summary of findings 33                                       5.2 Conclusion 33                    5.3 Recommendation 33                                                                                        

REFERENCES                                                                                                               

Appendix-Questionnaire 

Questionnaire                                                                                                       

LIST OF TABLES

Table 4.1: Distribution of questionnaire and response rate 21

Table 4.2: Distribution of respondents according to age 22

Table 4.3: Distribution of respondents according to educational qualification 23

Table 4.4: Distribution of respondents according to years of services 24

Table 4.5: Religion 25

Table 4.6: Benefits associated with promotional tools 35

Table 4.7: Promotion stimulates consumers’ purchase behaviour 26

Table 4.8: Use of promotion has a positive influence on organizational performance 26

Table 4.9: Sales promotion contributes to profit maximization 27

Table 4.10: Companies adopt sales promotion in order to create awareness 28

Table 11: Sales promotion increases cost 28