THE EFFECT OF SALES PROMOTION ON CONSUMER DECISION MAKING PROCESS (A STUDY OF NIGERIAN BOTTLIN GCOMPANY, MAIDUGURI PLANT)
Abstract
ABSTRACT
Thisstudyexaminestheimpactofsalespromotiontoolscoupons,productsamples,
andpricediscounts—onconsumerdecision-makingintheNigerianBottlingCompany,
Maiduguri,BornoState.Salespromotionsarewidelyrecognizedascriticalmarketing
strategiesthatstimulateimmediatepurchases,buildbrandloyalty,andenhancemarket
share,yettheireffectivenessinconflict-affectedandeconomicallychallengedregions
remainsunderexplored.Theresearchadoptedadescriptivesurveydesign,targeting67
respondentsselectedfrom thecompany’sstaffusingtheTaro Yamaneformula.
Primarydatawerecollectedthroughstructuredquestionnairesandinterviews,while
secondarydataweredrawnfrom relevantliterature.Dataanalysisemployedfrequency
distributions,percentages,andChi-square(χ²)teststoassesstheinfluenceofeach
promotionaltoolonconsumerpurchasingbehavior.Findingsindicatethatallthreetools
significantlyinfluenceconsumerdecisions:couponsenhanceperceivedproductvalue
andincentivizepurchases,productsamplesreduceuncertaintyandfosterconfidencein
productquality,andpricediscountscreateurgencyandaffordabilitythatencourage
immediatebuying.Thestudyfurtherrevealsthatconsumerdecision-makingisshaped
bypsychological,social,andeconomicfactors,withinformationsearchandevaluation
ofalternativesplayingcrucialroles.Theresearchconcludesthatstrategicdeployment
ofsalespromotionscanstrengthenbrandpreference,stimulaterepeatpurchases,and
increasecustomersatisfaction.ThestudyrecommendsthatNigerianBottlingCompany
optimizecoupondistribution,expandproductsamplinginitiatives,andadopttargeted,
time-bounddiscountstrategiestomaximizeconsumerengagement,enhancebrand
loyalty,andmaintaincompetitivenessinMaiduguri’sdynamicmarketenvironment.This
research contributes to marketing literature byhighlighting the effectiveness of
promotionaltoolsinemergingandunderservedmarkets,offeringpracticalinsightsfor
businessesseekingtoalignmarketingstrategieswithlocalconsumerbehavio
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