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.