EFFECT OF SALES PROMOTION ON CONSUMER PURCHASING POWER (A CASE STUDY OF GRAND CEREALS LIMITED)

This study examines the effects of sales promotions on consumer purchasing power, with a focus on Nigerian Breweries Using Grand Cereals Limited as a case study. The objectives of the study are to determine the effect of sales promotion techniques on consumer purchasing power and to identify the various sales promotion techniques that influence consumer purchasing power. The study employed a descriptive research design and utilized a survey research method to collect data from 211 respondents. The population of the study consisted of consumers of Nigerian Breweries products in Jos, Nigeria. The sampling technique used was of random sampling. The study found that sales promotions significantly influence consumer purchasing power, with discounts, buy-one-get-one-free promotions, and loyalty programs being the most effective techniques. The study also found that sales promotions enhance consumer perceptions of affordability and accessibility to products, and foster consumer loyalty and trial of new products. Based on the findings, the study recommends that businesses should tailor their promotional strategies to specific consumer segments and use a combination of promotional techniques to maximize their impact. Additionally, the study suggests that businesses should invest in loyalty programs and bundled promotions to encourage repeat purchases and build long-term customer relationships. The study contributes to the existing body of knowledge on the effects of sales promotions on consumer behavior and provides insights for marketers and businesses seeking to optimize their promotional strategies. Keywords: Sales promotions, consumer purchasing power, Nigerian Breweries, consumer behavior, marketing strategy.