ABSTRACT

The Broad objective of the study investigated the impact of sales promotion on the purchase of Indornie noodles by household in Umuahia metropolis and the specific objectives are ascertain the socio-economic characteristics of indomie households consumers in the study area. Identify the various sales promotion tools used by the Indomie on the consumer of indomie noodle, examine factors of influence quantities of Indornie noodles purchase by households; analyze the constraints facing household Indomie consumption determine the unique benefits of sales promotion to the overall sales performance. The data was collected form each study area by randomly selecting 200 household consumers and well-structured questionnaire was distributed to them to educate and capture the necessary data and the secondary source of data includes the use of journals, textbook and internet. The total population used is Two hundred (200) which is made up of Individual household heads. And the Yaro Yamen formular was used to derive one Hundred and sixty (160) which was distributed and 150 was returned while 10 was not returned the data was analyzed using descriptive statistics and multiple regression analysis. The males sample were 41.33 percent in the urban area and 15.33 percent in the rural area while the female were 30.00 percent ir1 the urban and 13.33 price, consumption, expenditure, location, household size, purchase volume, transportation, education and age were significant and related to household consumer purchase. In line with the findings of this research work, the above factor should be considered while formulating promotional strategies by the management of the firm in order to maintain its product quality.