EFFECTS OF SALES PROMOTION ON CONSUMER BUYING BEHAVIOUR IN TRANSCORP HILTON FCT,NIGERIA

In spite of the numerals sales promotion techniques available to many organizations, it is important to note that many organizations have not yet appreciated how to effectively and efficiently utilize these sales promotion techniques in attempting to enhance their organization performance. The objective of this paper is to find out if sales promotion techniques to be adopted at a given time affect the company’s sales volume and also to look at the sales promotion and consumer goods. The method used is survey approach which gives room for primary data-questionnaire while the sampling technique adopted is simple random sampling techniques in which all members of the population has equal probability and independent chance of being selected. The chi-square method is used to test the hypothesis and to examine the sales promotion and consumer good. During the course of findings, it shows that Price discount strategy (288).attracted more consumers than issuance of vouchers strategy (77.5785) and that of free samples (66.9684). In conclusion, effective implementations of sales promotional tools lead to increase in sales volume and invariably higher profits. It is recommended that during festive period, organizations should take full advantage by developing an effective and efficient sales promotion campaign that can arouse the consumer’s awareness, thereby leading to greater purchase of their products.