The broad objective of this study was to examine the effect of sales promotion on consumer buying behaviours in Nigeria. This is imperative because experience has shown that once a company had recorded improved sales particularly when it beats its targeted increase in sales, they hardly assess the contribution of the sales force. In order to achieve the broad objective of this study, four hypotheses were raised for validation. The data were collected by the researcher through a self structure designed questionnaire. Correlation analysis technique was adopted for the analysis and the result of the estimation was facilitated using the statistical package for social and management sciences (SPSS). It was found out that sales promotion has a significant positive influence on consumer switching buying behaviours. The study established that sales promotion has a significant positive influence on costumers’ retention. It was also found that sales promotion has a significant positive influence on customer loyalty. Finally, the study found out that, compensation has a significant positive influence on sales force motivation. Among others, the study recommends that the sales promotion objectives of firms should determine her promotional strategy.
TABLE OF CONTENTS
CHAPTER ONE – INTRODUCTION
1.1 Background of the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Research Hypothesis
1.6 Methodology
1.7 Significance of the Study
1.8 Scope of the Study
1.9 Definition of Terms
1.10 Organization of the Study
CHAPTER TWO – LITERATURE REVIEW
2.1 Conceptual Review
2.1.1 Sales Promotion
2.1.2 Consumer Loyalty
2.1.3 Sales Promotion and Consumer Loyalty
2.1.4 Categories of Sales Promotion
2.1.5 Methods of Consumer Promotion
2.2 Theoretical Review
2.2.1 Maslow’s theory of motivation for buyer’s behaviour
2.2.2 Maslow’s theory of motivation
2.3 Empirical Review
CHAPTER THREE – RESEARCH METHODOLOGY
3.1 Research Design
3.2 The Area of Study
3.3 Population of the Study
3.4 Sample and Sampling method
3.5 instrument for Data Collection
3.6 Validity of the Instrument
3.7 Reliability of the Instrument
3.8 Method of Data Analysis
CHAPTER FOUR- PRESENTATION AND ANALYSIS OF DATA
4.1 Presentation of Result
4.2 Hypotheses Testing
4.3 Summary of Findings
CHAPTER FIVE: DISCUSSION OF FINDINGS, CONCLUSION, AND RECOMMENDATIONS
5.1 Discussion of Findings
5.2 Conclusion
5.3 Recommendations
REFERENCES
APPENDIX
