SALES PROMOTION AND CONSUMER BUYING BEHAVIOUR: A STUDY OF GREAT HOPE UNIVERSAL VENTURE AGEGE, LAGOS STATE

Abstract This study examined sales promotion effects on consumer buying behaviour. A study of Great Hope Universal Venture in Agege, Lagos State. investigates the effect of price discounts, restes, exhibitions, credit sales and after-sales service on consumer buying population behaviour. A quantitative descriptive survey design was employed, utilising structured questionnaires administered to 200 consumers selected through random sampling from a larger sample of 400 customers. The Data was used to test the Hypothesis formulated. Data analysis employed descriptive statistics and multiple regression analysis. Findings revealed that four of five promotional tools demonstrated statistically significant positive effects on consumer buying behaviour. Price discounts emerged as the most influential factor (p = 0.195), followed by rebates (p = 0.146), credit sales (p = 0.216), and after-sales service (p = 0.072). However, exhibitions showed no statistically significant effect (p = 0.112), though they contributed to Consumer behaviour. The study concluded that well-executed sales promotion strategies, particularly price reduction, rebates, and credit sales, meaningfully shape consumer behaviour. This study recommends that the business should engage in aggressive sales promotion tools. Such as pricing reduction rates and credit sales to increase consumer buying behaviour Keywords: Sales promotion, consumer buying behaviour, price discounts, rebates, credit sales, after-sales service, promotional effectiveness, retail marketing, Nigerian context