ABSTRACT

This research project intended to examine the Impact of Sales Promotion and Consumer Buying Behavior in selected Local Governments Area in Zone A of Niger state. This is with the view to evaluate the extent that the behavior of the consumers can be affected by sales promotion. The research used random sampling methods as a sampling technique to obtain the sample size from the population case study. Primary source of data, through questionnaire were collected from 80 consumers from four selected Local Governments in Zone A. of Niger state. Data were analyzed using tables and statistical Chi-square which shows the significance relationship between contextual variables and consumer buying behavior, that sale promotion accelerates the consumer buying decision. It was also observed that consumers in selected areas of study use more of free product type of sales promotion than other types. Recommendations were made to includes that there should be necessary improvement on promotional activities by using the promotional tools interchangeably.