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The effect of sales promotion on purchasing decision of customers (case study of Dangote cement company, Obajana, Kogi state)

 Department: Business Administration and Management  
 By: usericon AdeleyeJoshua  

 Project ID: 6304
   Rating:  (5.0) votes: 1
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   Price:₦2000
Abstract
This study examines the effect of sales promotion on purchasing decisions of customers using Dangote Cement Company, Obajana Kogi State as the case study. The major objective of this project is to examine whether sales promotion influences customers' purchase decision, to determine whether sales promotion enhance an organization's sales and profit and to evaluate if there is a significant relationship between sales promotion and customers' purchasing decision. The methodology adopted in gathering data was both the primary and secondary methods. The major instrument used to gather data from primary sources is the questionnaire. From a population of six hundred (600), a sample size of two hundred and forty(240) was selected using simple random sampling technique. Findings revealed that Sales promotion influences customers' purchase decision, it enhances organization sales and profit and there is a significant relationship between sales promotion and customers' purchasing decisions. Sales promotion will help the organization to achieve the actual output that will increase the profitability of the customer. In view of these findings, it was recommended that firms must intensify the use of sales promotion (price discount, coupon discount, buy-one and get-one-free and free sample) as consumers have shown great interest and are highly influenced by sales promotion activities. Sales promotional tools should be carefully applied as they can reduce profitability. Therefore it may be used in conjunction with other promotional tools such as coupon discounts and etc. ...
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