IMPACT OF SALES PROMOTION ON CONSUMER PURCHASE BEHAVIOUR IN TELECOMMUNICATION INDUSTRY

ABSTRACT

The growing managerial importance of sales promotion has generated a great deal of research on how sales promotion affects consumer purchase behaviour. This study generally sought to examine the impact of sales promotion on the consumer purchase behaviour of telecommunication service providers. The specific objectives include to; examine the relationship between consumer attitude to sales promotion and preference for telecommunication service provider, examine the relationship between consumer attitude to sales promotion and satisfaction with telecommunication service provider, examine the relationship between faithfulness to sales promotion promises and preference for telecommunication service providers. The study adopted a descriptive and correlation research designs. The population of this study is comprised of users who consume the various products of telecommunication service provider in Benin City, out of which a sample of 350 was used. The main source of data was primary in which questionnaires were used to collect primary data. The statistical tools includes descriptive statistics, independent T-test, one way ANOVA, spearman and Pearson correlation were used for the analyses. Findings from the study show that there is no significant relationship between consumer attitude towards sales promotion and preference for telecommunication service provider. It was also observed that there is a significant and weak relationship between attitude towards sales promotion and satisfaction with telecommunication service providers. It was also observed that there is a significant and moderate relationship between faithfulness to sales promotion promises and preference for telecommunication service providers. Finally, the study recommends that management of telecommunications should be faithful at all times to the sales promotion promises they make as this has a significant and moderate relationship between faithfulness to sales promotion promises and preference for telecommunication service providers.