ABSTRACT

This research focused on Effectiveness of Sales Promotion on Consumer Decision Making. The specific objectives of the study include determining the effect of sales promotion on customer patronage, examining the effect of sales promotion on increase in sales volume, to determine the effect of sales promotion on organizational profitability and to assess the effect of Sales Promotion on increase in Market Share. Primary data was collected from respondents in Abia state on their views about Sales Promotion and Consumer Decision making with the help of a well-structured questionnaire from 135 valid respondents. Results from the correlation analysis on the Effect of Sales Promotion on Customers' Patronage showed a satisfactory positive relationship between Sales Promotion and Customer Patronage. The result of the analysis implies that the higher the Sales Promotion, the greater the Customers' Patronage. The Effect of Sales Promotion on Sales Volume was tested using bivariate regression analysis the result shows that there is a strongly positive association between Sales Promotion and Sales Volume. The value of the correlation coefficient between Sales Promotion and Organizational Market showed that r = 0.667**, N = 135, Sig