ABSTRACT
The study investigated the response ofcustomers
to sales promotion ofselected commercial banks in Imo State, Nigeria. The
specific objectives were to; ascertain the influence ofentry qualification on
customers response to sales promotion; determine the effect ofpromo timing and
duration on customers response to sales promotion; establish the effect
ofreward redemption process on customers response to sales promotion; discover
the influence ofreward value on customers response to salespromotion; prove the
effect ofpromo awareness level on customers response to sales promotion; and
ascertain the influence ofpromo 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. Thefindingsfurther 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 CommercialBanks
shouldcloselypay’ attention to entry requirements oftheirsalespromotion such
entry requirements like minimum account balance, periodic deposit ofa given sum
ofmoney or opening ofnew accounts (for prospective customers) should be one
that is customerfriendly and convenient to customers income, time and comfort.
The researcherfurther recommended that Commercial Banks should carefully choose
the right start and end datesfor sales promotion that take into account
majorfestive seasons. The duration ofa sales promotion should be
moderateneither too long nor too short
CHINAZA, D (2025). Response ofCustomers to Sales Promotion: A Study of Selected Deposit Money Banks in Imo State, Nigeria:- Chukwuemeka, Chinaza D. Mouau.afribary.org: Retrieved Sep 01, 2025, from https://repository.mouau.edu.ng/work/view/response-ofcustomers-to-sales-promotion-a-study-of-selected-deposit-money-banks-in-imo-state-nigeria-chukwuemeka-chinaza-d-7-2
DORIS, CHINAZA. "Response ofCustomers to Sales Promotion: A Study of Selected Deposit Money Banks in Imo State, Nigeria:- Chukwuemeka, Chinaza D" Mouau.afribary.org. Mouau.afribary.org, 01 Sep. 2025, https://repository.mouau.edu.ng/work/view/response-ofcustomers-to-sales-promotion-a-study-of-selected-deposit-money-banks-in-imo-state-nigeria-chukwuemeka-chinaza-d-7-2. Accessed 01 Sep. 2025.
DORIS, CHINAZA. "Response ofCustomers to Sales Promotion: A Study of Selected Deposit Money Banks in Imo State, Nigeria:- Chukwuemeka, Chinaza D". Mouau.afribary.org, Mouau.afribary.org, 01 Sep. 2025. Web. 01 Sep. 2025. < https://repository.mouau.edu.ng/work/view/response-ofcustomers-to-sales-promotion-a-study-of-selected-deposit-money-banks-in-imo-state-nigeria-chukwuemeka-chinaza-d-7-2 >.
DORIS, CHINAZA. "Response ofCustomers to Sales Promotion: A Study of Selected Deposit Money Banks in Imo State, Nigeria:- Chukwuemeka, Chinaza D" Mouau.afribary.org (2025). Accessed 01 Sep. 2025. https://repository.mouau.edu.ng/work/view/response-ofcustomers-to-sales-promotion-a-study-of-selected-deposit-money-banks-in-imo-state-nigeria-chukwuemeka-chinaza-d-7-2