THE IMPACT OF SALES PROMOTION ON THE PURCHASE OF CONSUMERS GOODS A CASE STUDY OF CONSUMERS IN NSUKKA, ENUGU STATE.
The study appraised the impact of sales promotion on the purchase of consumer goods. The research was carried out to evaluate some of the objectives at which sales promotion affect the purchase of consumer goods. Determine among the classes of people living in Nsukka, the particular class that is influenced or can be influenced with sales promotion on the consumer goods. – Determine if illiteracy can have any impact on the application of sales promotion on the purchase of consumer goods. – Recommend ways of mitigating the problems of sales promotion. the survey method of research was used in the study. A sample of the population was drawn out due to the difficulties involved when trying to study the whole population. The study made an extensive use of questionnaire which comprises of open ended Questions, dichotomous questions and multiple choice questions The study had sample sizes of 400 drawn from the population of the residents of the Nsukka urban. The sample comprises of the University of Nigerian, Nsukka community, the Nsukka Host Community and the traders. In carrying out the research, three hypothesis were formulated and tested using chi-square statistical test, during the hypothesis test, the following were some of the findings: first, that discount and gift offer are very effective and attractive to the consumers in Nsukka. Secondly, that illiteracy does not have an impact on the purchasing decision of the consumers. Thirdly, the degree holders are more attracted to sales promotion variables. Sequel to the findings, it was concluded that sales promotion has no much impact on the purchase of consumer goods. Discount and gift offer should be mostly used. Sales promotion variables should be position or directed to the right people, place, and time.