Home»Business Administration and Management» Effect of sales promotional tools on consumer buying behaviour (case study of Viva soap customers in Lapai local government area of Niger state)

Effect of sales promotional tools on consumer buying behaviour (case study of Viva soap customers in Lapai local government area of Niger state)

 Department: Business Administration and Management  
 By: usericon bapatigi7954  

 Project ID: 7437
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This study investigated the effect of sales promotional tools on consumer buying behaviour: a study of Viva soap customers in Lapai Local Government Area of Niger State. This study employs a quantitative research design. A closed-ended questionnaire was used and variables were numerically tested for their relation by applying statistical methods. The target population in this research were 100 Viva Soap customers in Lapai local government area of Niger State, who were either men or women, aged 21 and more years old and have at least a foundational education. Thus no sample size and sampling technique required. The data for the study were collected through both primary and secondary means. The primary data were collected by administering the questionnaire to the randomly selected samples. The questionnaires were completed by the respondents with an average of five minutes. Secondary data was obtained through related literatures publications including journals, books, research and various materials for sales promotion. The study used descriptive statistics along with inferential analysis. With regards to the descriptive analysis percentages, means, standard deviations and frequencies have been calculated to organize and summarize the demographic data of the respondents as well as their overall perception towards the sales promotion tools. Multiple regression analysis was used to see how much the independent variable sales promotion tools influence the dependent variable customer buying behavior. And correlation analysis was also conducted to measure the strength of the association between sales promotion tools and Customers' buying behavior....
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