The Effect Of Sales Promotion On Customer Patronage Of Cadbury Products In Cross River State, Nigeria

ABSTRACT

In this world of keen competition, sellers use various tools and strategies to attract customers and increase their profitability. To compete effectively, companies are increasingly tapping from the several strategic tools offered by the marketing mix elements, which include product, price, place, and promotion. Amongst all the marketing mix elements, promotion seems to standout because it communicates to target market about the other marketing mix elements with a view of influencing consumer purchase decision (Onyeke, 2003). Promotion (sometimes referred to as marketing communications) refers to those activities that informs, persuade, educated, reminds, and influence the target market towards having favorable disposition for the company and its products (Kotler, 2003). James, Martin, and Thomas (1983) opined that promotion in marketing can be classified into three — consumer promotion, trade promotion, and sales force promotion. Within the domain of sales promotion, consumer promotion is widely used since it is targeted at the consumer.