Effect Of Sales Promotion On The Consumption Of Malta Guiness Of Guiness Nigeria Plc

ABSTRACT

The use of sales promotion is becoming one of the most fashionable marketing strategies in the industry. This is because the message conveyed through sales promotion influence the purchasing decisions of the consumer this study was therefore carried out to empirically evaluate the effect of sales promotion on sales growth. To achieve the stated objective primary data were collated from questionnaires that were through a field survey. The data collected was analysed using the frequency table and percentage method and one way Analysis of Variance (ANOVA) was used for further statistical inference. The research revealed that sales promotion was considered the most effective promotional element stimulating buyers behaviour. The company should conduct market research as a continuous exercise to find out trends in buyers behaviour and direct promotional appeal towards shaping such behaviour.