RELATIONSHIP BETWEEN SALES PROMOTION AND CONSUMER BUYING A STUDY OF DALA FOODS NIGERIAN LIMITED, KANO

ABSTRACT Consumer buying behavior refers to all the thought, feelings, decisions and actions that an individual embarks while buying any product, service or idea. Consequently this study aims to investigate the effects of Sales Promotion on Consumer Buying Behaviour in Dala Foods Nigerian Limited, Kano. 384 customers of Dala foods in Kano were conveniently selected to administer questionnaire. The SPSS version 22 was employed for data analysis. The study’s findings revealed among the three predicting variable coupon and free samples have positive and significant relationship with consumer buying behavior while the last one price discount is insignificant On the basis of the findings, the study, recommends that Dala Foods should focus on using the consumer sales promotion methods such as coupon and free sample as an effective marketing strategy to topple the competition and to increase sales. However, since management’s commitment is vital in making the consumer sales promotion successful, the firms should get management committed to the marketing strategy. Given that the cost of advertising is on the rise, the strategy can save the firms some money. Also, since the use of consumer sales promotion is associated with some intricate challenges, the company managers should tread cautiously when considering the strategy. Management should consider people with expertise or well-vexed individuals to execute this strategy to reduce pilfering of premiums, mal-redemption and to be able to adjust price once the promotion is over.