INFLUENCE OF FEMTECH SALES PROMOTIONAL CAMPAIGNS ON BRAND BUILDING AND CUSTOMER PATRONAGE AMONG BUYERS OF ELECTRONIC GADGETS IN OFFA COMMUNITY

ABSTRACT This study examined the Influence of Femtech’s Sales Campaigns on Brand Building and Customer Patronage among Buyers of Electronic Gadgets in Offa, Kwara State. Guided by four research objectives and the study adopted a survey research design using a well-structured questionnaire administered to 400 respondents, selected through the Taro Yamane (1967) formula at a 5% margin of error. Data were analyzed using the Statistical Package for Social Sciences (SPSS) and presented in frequency and percentage tables. The findings showed that Femtech’s strategic use of sales campaigns—through discounts, advertisements, and promotional offers—significantly boosts brand visibility, trust, and customer loyalty. It was also found that sales promotions enhance purchasing behavior, especially among young and financially stable customers, who are more responsive to persuasive and technologically driven campaigns. Furthermore, the study established that Femtech’s consistent and innovative marketing efforts have not only strengthened its competitive edge but also improved long-term customer engagement and patronage within Offa.