INFLUENCE OF JUMIA FLASH SALES AS A MARKETING STRATEGY ON CONSUMER PATRONAGE AND BRAND LOYALTY
Abstract
Abstract
This paper has investigated the effect of Jumia flash sales as a marketing approach on consumer patronage and brand loyalty within Offa. With five research objectives and survey research design, a total of 400 respondents were used to gather data by means of structured questionnaires and analyzed by frequency and percentage techniques. The results showed that Jumia flash sales are an important factor influencing the buying decisions of consumers, prompting them to purchase impulsively, and increasing the level of trust and loyalty to the platform in the long run. Such issues as the lack of stock and technical problems were pointed out, but they did not significantly discourage the participation. It was also established in the study that demographic variables such as age, income, and digital literacy influence consumer activities regarding flash sales. The study highlights the success of flash sales in encouraging consumer interaction and brand loyalty and offers information to the marketing of e-commerce strategies.
Keywords:Jumia flash sales, E-commerce marketing, Consumer patronage, Brand loyalty, Online shopping behavior, Digital promotions.
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