IMPACT OF SALES PROMOTION ON CONSUMER BUYING BEHAVIOUR

IMPACT OF SALES PROMOTION ON CONSUMER BUYING BEHAVIOURThis study investigated the impact of sales promotion on consumer buying behaviour in the retail sector. The study was guided by the AIDA Model and Theory of Planned Behaviour. A survey research design was adopted. The population comprised consumers who shop in major supermarkets and open markets in. Using a sample size of 385 determined by Taro Yamane, data were collected through a structured questionnaire distributed to respondents. The instrument was validated by experts and had a Cronbach’s Alpha of 0.84. Data were analyzed using descriptive statistics, Pearson correlation, and multiple regression at 0.05 level of significance.[City]Findings showed that price discounts, β = 0.421, p = 0.000, and non-price promotions, β = 0.356, p = 0.000, have a significant positive impact on consumer buying behaviour. Free samples and BOGO offers were the most effective in triggering impulse buying, RII = 0.81. However, heavy reliance on price cuts led to brand switching, RII = 0.76, rather than loyalty. The study concluded that while sales promotion significantly influences buying decisions, overuse of price promotions erodes brand equity. The study recommends a balanced mix of price and non-price promotions, with emphasis on loyalty programs to convert promo buyers to loyal customers.