Paper Contents
Abstract
Sales promotion remains a pivotal element of contemporary marketing communication, yet its long-term influence on consumer buying behaviour in emerging markets is often contested. This study empirically examines the relationship between sales promotion techniques and consumer purchase patterns in Nigerias brewery industry. Using a descriptive survey design, 100 consumers in Benin City were randomly selected, and data were analysed using frequency distribution and chi-square tests. Results reveal a statistically significant relationship between sales promotion and consumer buying behaviour, indicating that promotional incentives substantially influence product trial, purchase acceleration, and brand switching. However, findings also suggest that sales promotions are more effective for low-priced, frequently purchased goods and during festive periods. The study contributes to marketing scholarship in Sub-Saharan Africa by integrating empirical data with behavioural theories to inform brand strategy and policy decisions.
Copyright
Copyright © 2025 Monye Michael, Damian Mbaegbu, Anthony Iyekekpolor. This is an open access article distributed under the Creative Commons Attribution License.
