The Influence Of Sales Promotion On Consumer Buying Behaviour With Reference To Coca-Cola Products (A Case Study Of Consumers In Aba Metropolis)
ABSTRACT
The adverse economic environment of
Nigeria has brought about devastating effect on consumers of manufactured
products with heavy consequences on producers of consumer products. Producers
are trapped with reducing purchasing power of consumers and high cost of
production. The study explored the "influence of sales promotion on
consumer buying behaviour with reference to coca cola product. A case study of
consumers in Aba metropolis This research was carried to investigate whether
people do actually buy during sales promotion campaign or not. To this end,
research questions were formulated and two (2) hypothesis tested, with a view
to find whether the strategy meet the expectation of consumers and sellers of
their products.240 questionnaires were spread over four (4) markets in Aba
metropolis (Ariaria market, cemetery market, New market, and Alaoji market).
The response rate was 233. The data analysis was done using percentages 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.
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MICHAEL, U (2021). The Influence Of Sales Promotion On Consumer Buying Behaviour With Reference To Coca-Cola Products (A Case Study Of Consumers In Aba Metropolis) . Repository.mouau.edu.ng: Retrieved Dec 27, 2024, from https://repository.mouau.edu.ng/work/view/the-influence-of-sales-promotion-on-consumer-buying-behaviour-with-reference-to-coca-cola-products-a-case-study-of-consumers-in-aba-metropolis-7-2
UNIVERSITY, MICHAEL. "The Influence Of Sales Promotion On Consumer Buying Behaviour With Reference To Coca-Cola Products (A Case Study Of Consumers In Aba Metropolis) " Repository.mouau.edu.ng. Repository.mouau.edu.ng, 19 Jul. 2021, https://repository.mouau.edu.ng/work/view/the-influence-of-sales-promotion-on-consumer-buying-behaviour-with-reference-to-coca-cola-products-a-case-study-of-consumers-in-aba-metropolis-7-2. Accessed 27 Dec. 2024.
UNIVERSITY, MICHAEL. "The Influence Of Sales Promotion On Consumer Buying Behaviour With Reference To Coca-Cola Products (A Case Study Of Consumers In Aba Metropolis) ". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 19 Jul. 2021. Web. 27 Dec. 2024. < https://repository.mouau.edu.ng/work/view/the-influence-of-sales-promotion-on-consumer-buying-behaviour-with-reference-to-coca-cola-products-a-case-study-of-consumers-in-aba-metropolis-7-2 >.
UNIVERSITY, MICHAEL. "The Influence Of Sales Promotion On Consumer Buying Behaviour With Reference To Coca-Cola Products (A Case Study Of Consumers In Aba Metropolis) " Repository.mouau.edu.ng (2021). Accessed 27 Dec. 2024. https://repository.mouau.edu.ng/work/view/the-influence-of-sales-promotion-on-consumer-buying-behaviour-with-reference-to-coca-cola-products-a-case-study-of-consumers-in-aba-metropolis-7-2