You have no items in your shopping cart.
ABSTRACT
The paper examines the effects of sales promotion on consumer patronage of selected supermarkets in Benin City. The objectives of this study were to determine the types of sales promotions in use, the frequency of usage of sales promotion and the effect of sales promotion on the attitude of customers. In this study, nine (9) questionnaires were distributed to the managers of three supermarkets (Hallmark, Exclusive and Zoro Supermarkets) in Benin City and there were no unreturned questionnaires. It was discovered from the study that sales meeting is the mostly used sales promotional tool in supermarkets in Benin City. Trade show, staff incentive, samples, supportive programmes and point of purchase are always used in most supermarkets in Benin City. It was also shown that refunds, coupons, sales contest and premium offers and event sponsorships are not always used by supermarkets in Benin City. According to the study, sales promotion has played an important and positive role on customer patronage and growth of a business. The study recommended that enterprises should implement regular use of sales promotional tools such as consumer promotion, trade sales promotions and sales force promotions in order to increase the sales rate of the enterprise. Enterprises should also combine sales promotional tools with advertising, personal selling and public relations in order for the target audience to have an increased awareness of products that are on sales promotions and thereby increase customer patronage.
