调查促销对拉各斯大都市内家用电器顾客惠顾的影响

Oyekunle Olubusola Temiloluwa, Tijani Usman Moyosore, Balogun Mustapha Tosin
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引用次数: 0

摘要

本研究调查了促销对拉各斯州家用电器顾客惠顾的影响。本研究的目的是检验促销(折扣、赠品、示范)对消费者惠顾家用电器的效果。使用的方法是基于描述性研究设计。问卷调查是数据收集的工具。采用简单随机抽样技术确定样本量。样本量为124名受访者,进一步采用多元回归分析进行分析。研究结果显示,在家电产品的市场推广和销售中,折扣和示范对推动顾客惠顾有显著的正向影响。然而,研究发现,使用赠品作为顾客促销来影响顾客对家用电器的惠顾是微不足道的。根据调查结果,该研究建议,从事家电贸易的公司应继续投资于贸易折扣活动,以帮助客户继续光顾他们的公司和产品。
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Investigating the effect of sales promotion on customer patronage of household appliances within Lagos metropolis
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.
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