SALES PROMOTION AND CONSUMER PURCHASE DECISION OF SELECTED MANUFACTURING FIRMS IN OGUN STATE
Abstract
ABSTRACT
The study investigated sales promotion and consumer purchase decision of selected manufacturing firms in ogun state. The main objective is to investigate the relationship between sales promotion and consumer purchase decision of selected manufacturing firms in ogun state The study uses a survey research and sampling method adopted was simple random sampling technique, descriptive research design was adapted for this study, primary and secondary source of data was adopted with the used of questionnaire method in collecting information from the respondent. A sample size of 384 was selected from the population using Cochran formula. Data was collected by the use of questionnaire method and statistical package for social science (SPSS) was used in analyzing data collected and presented in for of tables. Findings reviewed that there is significant relationship between sales promotion and consumer purchase decision. The study also recommended that Management should periodically evaluate all its sales promotion techniques especially coupons as this will enhance the effectiveness of sales promotional strategy by giving free voucher and promo codes to achieve its sales objectives and satisfying customers
Key words: Bonus Packs, Consumer Experience Consumer Purchase Decision, Sales Promotion
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