The Philosophy Behind Boosting Sales: Would Sales Promotion Provoke the Immediate Sales of Beer Beverage Brands in Southeastern Nigeria?

Victor Onyebuchi Okolo, Kobi Pamela Ikpo, Gbemisola Ogbolu, Ifeanyichukwu Nwadiogo Oranusi, Ernest Chukwuebuka Nwankwo, Charles Eze Obeta and Pamela Ifeoma Nwagbo
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Victor Onyebuchi Okolo: Department of Marketing, University of Nigeria Nsukka, Enugu Campus, Nigeria
Kobi Pamela Ikpo: Department of Marketing, University of Nigeria Nsukka, Enugu Campus, Nigeria
Gbemisola Ogbolu: Department of Leadership, Management and Human Resources, Teesside University International Business School, Middlesbrough, UK
Ifeanyichukwu Nwadiogo Oranusi: Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria
Ernest Chukwuebuka Nwankwo: Department of Management, University of Nigeria Nsukka, Enugu Campus, Nigeria
Charles Eze Obeta: Department of Marketing, University of Nigeria Nsukka, Enugu Campus, Nigeria
Pamela Ifeoma Nwagbo: Department of Marketing, University of Nigeria Nsukka, Enugu Campus, Nigeria

European Journal of Economics and Business Studies, 2026, vol. 12, issue 1, 94-119

Abstract: This study demonstrated the effectiveness of strategic sales promotion on consumer purchase decisions for beer brands in Southeastern Nigeria. It ascertained the effect of buy one, get one on consumer purchase decisions for beer brands. Secondly, it determined the effect of specialty advertising on consumer purchase decisions for beer brands. Also, it assessed the effect of crown cork scratch and win on consumer purchase decisions for beer brands. However, the target population of the study consists of consumers of beer beverage brands in Enugu, Umuahia, Abakaliki, Owerri, and Awka metropolises. The sample size of 384 was determined using Freund and William’s method. The purposive sampling technique was adopted in selecting the respondents. A structured questionnaire was designed and a pilot study was conducted using Cronbach’s alpha and 0.874 was obtained. In collecting primary data, 384 copies of the questionnaire were distributed and 360 were adequately filled. Analysis of data was conducted using a simple linear regression statistical technique and the findings revealed that buy one, get one free has a significant and positive effect on consumer purchase decision for beer. Similarly, it revealed that specialty advertising has a significant and positive effect on consumer purchase decisions for beer. Furthermore, it was revealed that crown cork scratch and win has a significant and positive effect on consumer purchase decisions for beer. Customer-focus sales promotion campaigns using the above techniques should be periodically conducted to attract and retain potential and current customers, thus guaranteeing customer satisfaction, boosting sales, and profits for beer firms in Nigeria.

Keywords: sales promotion; buy one, get one; specialty advertising; consumer purchase decision; theory of planned behavior (search for similar items in EconPapers)
Date: 2026
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