Investigating the effect of sales promotion on customer patronage of household appliances within Lagos metropolis

Abstract

This study investigated the effect of sales promotion on customer patronage of household appliances in Lagos State. The purpose of the study was to examine the effectiveness of sales promotion (discount, premiums, and demonstration) on customer patronage of household appliances. The methodology used was based on a descriptive research design. Questionnaire was used as an instrument for data collection. The sample size was determined using simple random sampling technique. The sample size was One hundred and twentyfour (124) respondents, which was further analyzed using multiple-regression analysis. The findings revealed that there is a positive significant effect of sales promotion in terms of discounts and demonstration used in marketing and sales of household appliances to drive customer patronage. The study however found that the use of premium as a customer sales promotion to influence customer patronage of household appliances was insignificant. In light of the findings, the study recommended that companies that trade in household appliances should continue investing in trade discounts activities that help the customers to keep patronising their company and products.