Keyword : Sales promotion, Onga sachet, Consumer behaviour, Enugu metropolis.
Author(s) : Jane Irene Nwamba; Agatha Obiageri Orji-Egwu, PhD & Adeola Sidikat Oyeleke, PhD
Abstract :
This study explored sales promotion and the way consumers (selected women in Enugu) behave before buying Onga sachet seasoning. The study adopted Reasoned Action Theory and Perception Theory as framework. One of the aims of this study is to uncover the effectiveness of sales promotion strategies using selected women who buy Onga seasoning in Enugu State. This study used survey research design, where data were collected from selected households in Enugu Metropolis, Enugu State. The study analyzes the perceptions of consumers regarding sales promotion tactics and their impact. The findings of this study indicate that sales promotions, especially coupons and discounts, significantly encourage consumers to purchase Onga Sachet Seasoning. Consumers generally perceive a positive correlation between sales promotion and their buying behavior, with 69% indicating a strong or moderate positive influence. Based on the findings, this study recommends diversifying sales promotion strategies to align more closely with consumer preferences. Manufacturers should adopt a segmented and personalised approach to promotions. Trust-building and transparency in promotional campaigns are key.
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