Influence Of Festive And Non Festive Season Promotional Activities On Consumer's Buying Behaviour In Abia State Nigeria

ABSTRACT

This research work is mainly on the Influence of festive and non-festive season promotional activities on consumer's buying behaviour in Abia State Nigeria. The specific objective of the study included to; deteimine the socioeconomic characteristics of the respondents, identify the festive and non-festive season promotional activities for consumers, compare the amount spent by consumers in buying products during festive and non-festive seasons promotional activities, determine the influence of festive and non-festive season promotional activties on consumers buying behavior and identify challenges faced by consumers in taking advantage of festive and non-festive season promotional activities in the study area. The study was carried out in Abia State, simple random sampling technique was used, primaiy data was also used to gather information, simple descriptive and inferential statistics and regression analysis was used to analyze the data that was collected. The result showed that they was a significant difference between the amount spent by consumers in buying products during festive and non-festive season's promotional activities, that the festive promotional activities of marketers in Abia State significantly influence consumer buying behaviour, based on the ii ndi ngs, recommendations were made.