Abstract:
This research project intended to examine the Impact of Sales Promotion
and Consumer Buying Behavior in selected Local Governments Area in
Zone A of Niger state. This is with the view to evaluate the extent that the
behavior of the consumers can be affected by sales promotion. The
research used random sampling methods as a sampling technique to
obtain the sample size from the population case study. Primary source of
data, through questionnaire were collected from 80 consumers from four
selected Local Governments in Zone A. of Niger state. Data were analyzed
using tables and statistical Chi-square which shows the significance
relationship between contextual variables and consumer buying behavior,
that sale promotion accelerates the consumer buying decision. It was also
observed that consumers in selected areas of study use more of free
product type of sales promotion than other types. Recommendations were
made to includes that there should be necessary improvement on
promotional activities by using the promotional tools interchangeably.
