Effect Of Web-Based Sales Promotion On Purchase Behaviour Of Staff Of Selected Banks In Abia State, Nigeria:- Nwachukwu, Chinedu P
ABSTRACT
This research focused on the effect
of web-based sales promotion on purchase behaviour of staff of selected Banks in
Abia State, Nigeria. It examined the various constructs involving web, sales
promotion, and purchase behaviour. The study area is Abia State and
specifically Umuahia and Aba metropolis were sampled. The sample size was 144
bank staff. This study adopted snowball sampling technique to select the staff
of first bank, access bank, union bank, and guaranty trust bank plc. Data for
the analysis were gathered via structured questionnaire administered to 144
bank staff. The data collected for the study were analyzed based on the stated
objectives of the study. Ordinary Least Square was used to analyse the study.
The regression results in the study indicates that online sales discount, free
delivery, bonus pack, and loyalty rewards induces a positive purchase behaviour
of online users to web-based sales promotion activities. In conclusion, web-based
sales promotional strategies (online sales discounts, free delivery offers,
bonus pack offers and loyalty rewards) were found to be significant and has
positive effect on purchase behaviour of staff of selected banks in Abia State,
Nigeria. We recommend that the internet can be used to create customer loyalty by
web-based promoters through providing consistent promotions on their websites,
and that web-based promoters should maintain a system to provide sufficient and
easily attainable product information to guide online transactions.
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CHINEDU, P (2024). Effect Of Web-Based Sales Promotion On Purchase Behaviour Of Staff Of Selected Banks In Abia State, Nigeria:- Nwachukwu, Chinedu P. Mouau.afribary.org: Retrieved Nov 17, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-web-based-sales-promotion-on-purchase-behaviour-of-staff-of-selected-banks-in-abia-state-nigeria-nwachukwu-chinedu-p-7-2
PATRICK, CHINEDU. "Effect Of Web-Based Sales Promotion On Purchase Behaviour Of Staff Of Selected Banks In Abia State, Nigeria:- Nwachukwu, Chinedu P" Mouau.afribary.org. Mouau.afribary.org, 17 Jul. 2024, https://repository.mouau.edu.ng/work/view/effect-of-web-based-sales-promotion-on-purchase-behaviour-of-staff-of-selected-banks-in-abia-state-nigeria-nwachukwu-chinedu-p-7-2. Accessed 17 Nov. 2024.
PATRICK, CHINEDU. "Effect Of Web-Based Sales Promotion On Purchase Behaviour Of Staff Of Selected Banks In Abia State, Nigeria:- Nwachukwu, Chinedu P". Mouau.afribary.org, Mouau.afribary.org, 17 Jul. 2024. Web. 17 Nov. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-web-based-sales-promotion-on-purchase-behaviour-of-staff-of-selected-banks-in-abia-state-nigeria-nwachukwu-chinedu-p-7-2 >.
PATRICK, CHINEDU. "Effect Of Web-Based Sales Promotion On Purchase Behaviour Of Staff Of Selected Banks In Abia State, Nigeria:- Nwachukwu, Chinedu P" Mouau.afribary.org (2024). Accessed 17 Nov. 2024. https://repository.mouau.edu.ng/work/view/effect-of-web-based-sales-promotion-on-purchase-behaviour-of-staff-of-selected-banks-in-abia-state-nigeria-nwachukwu-chinedu-p-7-2