Assessment of Sales Promotion on Consumer Buying Behaviour in the Modern Retail Sector

Marketing — 2025, Undergraduate

This study assessed the effect of sales promotion on consumer buying behaviour in the modern retail sector in Nigeria. A cross-sectional survey was conducted with shoppers of selected retail chains using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that discounts, coupons, loyalty points, and bundle offers significantly stimulated trial, increased purchase frequency, and influenced brand switching. The study, however, found that overly frequent promotions diminished perceived brand value. It recommends strategic scheduling of promotions and pairing of promotions with brand-building activities.

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