Sales Promotion Tools and Consumer Buying Behaviour in United Bank of Africa, Ogun State

Olufemi A. Ogunkoya (), Adeola E. Adetayo () and Hassanat A. Hassan ()
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Olufemi A. Ogunkoya: Olabisi Onabanjo University, Ago Iwoye, Ogun State, Nigeria
Adeola E. Adetayo: Olabisi Onabanjo University, Ago Iwoye, Ogun State, Nigeria
Hassanat A. Hassan: Olabisi Onabanjo University, Ago Iwoye, Ogun State, Nigeria

Business & Management Compass, 2020, issue 2, 123-136

Abstract: This study aims to examine the effect of sales promotion tools on customers of United Banks of Africa (UBA) in Ogun state. A Survey research design was adopted in this study. The targeted population consists of customers of UBA in Ogun State. A simple random sampling technique was used to select 395 respondents from the population. A self- structured questionnaire was employed in obtaining primary data for the course of the study.Findings revealed that individualsales promotion tools positively and significantly influence target market, customer patronage and customer satisfaction. Therefore, it is concluded that consumer buying behaviour (target market, patronage and satisfaction) can only be achieved through effective services rendered by UBA in Ogun State, Nigeria.

Keywords: Sales Promotion; Target Market; Patronage; Satisfaction; Consumer Behaviour (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 (search for similar items in EconPapers)
Date: 2020
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