Business managers in Nigeria organization today are preoccupied with the problem of coping with the failing demand and large inventory build-ups occasioned by the recessive state of the economy which, to a large extent, has adversely affected the purchasing power and have reduced the discretionary income of the customers. Saddled with these multi-dimensional problems, series of measures aimed at stimulating product demand and profitability levels has been devised, e.g. the use of sales promotion programs.

Nigeria’s contemporary marketing scene has continued to witness increase use of sales promotion campaigns by many companies to facilitate the sale of their products. Even though sale promotion gained prominence as promotional tool in Nigeria as far back as early 1960s it was only 1990s, that its use became very widespread in the country (ugbaja 1999). Organization ranging from local industries or firm to multi-national corporations now resorts to these veritable weapons as the only viable option for staying afloat in the volatile business environment in which they operate. Although the success of these tactic programs remains to be ascertained in strategic horizon, however, its revenue cannot be overemphasized.

As a component of the promotional mix in the communication process intended to create product awareness and stimulate the desire to buy sales promotion is the consumer to the product (Kotler, 2006). Sales promotion is a form of “incentive marketing” or a “direct inducement” that offers an extra value or incentive for the product to the sale force, distributors or ultimate consumers with the primary objective of creating an immediate sale. It involves some types of inducement that provides an extra incentive to buy (Hornby, 2008). This incentive is usually the key element in a promotional program; it may be a coupon or price reduction, the opportunity to enter a contest or sweep-stakes, money-back refund or rebate or an extra amount of a product.

Sale promotion can also provide an inducement for marketing intermediaries such as wholesalers and retailers. A trade allowance or discount gives retailers financial incentive to stock and promotes a manufacture’s products. A trade contest directed towards wholesalers or retailers gives them extra incentive to perform certain tasks or meet up with set out goals. (Busch, 2003). Sees sales process and maximize sales volume it motivates consumers to purchase a large quantity of a brand. 

(Gardens and Hoffman, 2008) opine that brand loyalty is the ultimate goal of a company sets for a branded product. Brand loyalty is the consumer’s preference to buy a particular brand in a product category. It occurs when then consumers perceived that the brands offered the right features, image or level of quality at the right price. This perception becomes the foundation for a new buying habit. Basically, consumers initially, will make a trial purchase of the brand and after, satisfaction tends to form habit to continue purchasing the same brand because the consumers are now familiar and safe with it. Brand loyalty is the strongest measure of brand’s value. It can be demonstrated not only by repeat buying or purchase of the product or service even with the availability of other alternatives. This study therefore seeks to find out how sales promotion influences consumes brand loyalty amongst consumers of alcoholic beverages in Port Harcourt.