ABSTRACT
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
