ABSTRACT

The study investigated the response of customers to sales promotion of selected commercial banks in Imo State, Nigeria. The specific objectives were to; ascertain the influence of entry qualification on customers response to sales promotion; determine the effect of promo timing and duration on customers response to sales promotion; establish the effect of reward redemption process on customers response to sales promotion; discover the influence of reward value on customers response to sales promotion; prove the effect of promo awareness level on customers response to sales promotion; and ascertain the influence of promo presentation style on customers response to sales promotion.. To achieve the objectives of the study, survey research design was adopted. The researcher adopted primary data and used questionnaire as a tool in getting the required information. In testing the hypotheses, multiple regression models was used. The findings further revealed that there is a significant relationship between promo timing and duration and customers response to sales promotion. The findings further showed that there is no significant relationship between Reward Redemption Process and response to customers to sales promotion. The researcher recommended that Commercial Banks should closely pay attention to entry requirements of their sales promotion such entry requirements like minimum account balance, periodic deposit of a given sum of money or opening of new accounts (for prospective customers) should be one that is customer friendly and convenient to customers income, time and comfort. The researcher further recommended that Commercial Banks should carefully choose the right start and end dates for sales promotion that take into account major festive seasons. The duration of a sales promotion should be moderate-neither too long nor too short

TABLE OF CONTENTS

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Abstract vi

Table of Content

CHAPTER ONE: INTRODUCTION

1.1 Background to the Study 1

1.2 Statement of Problem 3

1.3 Objectives of the Study 4

1.4 Research Question 4

1.5 Research Hypotheses 5

1.6 Scope of the Study 6

1.7 Significance of the Study 6

1.8 Limitation of the Study 7

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Conceptual Framework 8

2.1.1 Meaning of Sales Promotion 8

2.1.2 Banks Sales Promotional Tools 11

2.1.3 Sales promotion and Consumer Behavior 16 

2.1.4 Brand Loyalty 17

2.1.5 Brand Switching 18

2.1.6 Culture and Consumer Behavior 18

2.1.7 The relationship between sales promotions and consumer buying behavior 19

2.2 Theoretical Framework 20

2.2.1 Technology Acceptance Model  20

2.2.2 Theory of Planned Behavior  20

2.3 Empirical Review 21

CHAPTER THREE: METHODOLOGY

3.1 Research Design 25

3.2 Area of the Study 25

3.3 Sources of Data 25

3.3.1 Primary source of data: 25 

3.3.2 Secondary source of information: 26 

3.4 Population of the Study 26

3.5 Sampling Techniques and Sample Size 26

3.5.1 Sample Size 26

3.5.2 Sampling Techniques 26

3.6 Description of Research Instrument 26

3.7 Validity of the Instrument  27

3.9 Reliability of the Instrument 27

3.10 Method of Data Analysis 27

3.11 Model Specification 27

CHAPTER FOUR: DATA PRESENTATION ANALYSIS

4.1 Questionnaire Administration 29

4.2 Sample Characteristics 30

4.3 Data Presentation 31

4.3.1 Distribution of Respondents by Education 31

4.3.2 Distribution of Respondents by Age Groups 32

4.3.3   Distribution of Respondents by Marital Status 32

4.4 Analysis of Research Questions 33

4.4.1 Research Question one 33

4.4.2 Research Question Two 33

4.4.3 Research Question Three 33

4.4.4 Research Question Four 34

4.4.5. Research Question five 34

4.4.6 Research question six 34

4.5 Test of Hypotheses 34

4.5.4 Test of Hypothesis Two (Ho2) 36

4.5.5. Test of Hypothesis Three (Ho3) 36

4.5.6 Test of Hypothesis Four (Ho4) 36

4.5.7 Test of Hypothesis Five (Ho5) 37

4.5.8 Test of Hypothesis Six (Ho6) 37

4.6 DISCUSSION OF FINDINGS 37

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1      Summary 40

5.2 Conclusion 40

5.3 Recommendations 40

REFERENCES

APENDICES