Response ofCustomers to Sales Promotion: A Study of Selected Deposit Money Banks in Imo State, Nigeria:- Chukwuemeka, Chinaza D

ABSTRACT

The study investigated the response ofcustomers to sales promotion ofselected commercial banks in Imo State, Nigeria. The specific objectives were to; ascertain the influence ofentry qualification on customers response to sales promotion; determine the effect ofpromo timing and duration on customers response to sales promotion; establish the effect ofreward redemption process on customers response to sales promotion; discover the influence ofreward value on customers response to salespromotion; prove the effect ofpromo awareness level on customers response to sales promotion; and ascertain the influence ofpromo presentation style on customers response to sales promotion.. To achieve the objectives of the study, survey research design was adopted. The researcher adopted primary data and used questionnaire as a tool in getting the required information. In testing the hypotheses, multiple regression models was used. Thefindingsfurther revealed that there is a significant relationship between promo timing and duration and customers response to sales promotion. The findings further showed that there is no significant relationship between Reward Redemption Process and response to customers to sales promotion. The researcher recommended that CommercialBanks shouldcloselypay’ attention to entry requirements oftheirsalespromotion such entry requirements like minimum account balance, periodic deposit ofa given sum ofmoney or opening ofnew accounts (for prospective customers) should be one that is customerfriendly and convenient to customers income, time and comfort. The researcherfurther recommended that Commercial Banks should carefully choose the right start and end datesfor sales promotion that take into account majorfestive seasons. The duration ofa sales promotion should be moderateneither too long nor too short