Effect of Sales Promotion on Customer Purchase Decision Evidence from Selected Supermarket in Funtua Katsina State.

This study investigates the effect of sales promotions on customer purchase decisions in selected supermarkets within Funtua Local Government Area, Katsina State, Nigeria. In the contemporary retail environment characterized by intense competition, sales promotions have emerged as crucial strategies for influencing consumer behavior, particularly through tools like discounts, coupons, and free samples. The research addresses a significant gap in existing literature which has predominantly focused on urban markets while neglecting the unique consumer dynamics of rural developing regions like Funtua LGA. Using a quantitative research design, the study collected data through structured questionnaires administered to 171 supermarket customers selected via stratified random sampling. Statistical analysis incorporating descriptive statistics, correlation, and regression techniques revealed compelling findings about the effectiveness of different promotional strategies. The results demonstrate that discounts exert a strong positive influence on purchase decisions (β = 0.538, p = 0.006), while free samples significantly enhance customer engagement and buying behavior (β = 0.617, p < 0.001). Surprisingly, coupons showed a negative impact (β = -0.264, p = 0.006), suggesting potential issues with awareness, accessibility or perceived value in this market context. These findings provide valuable insights for retail marketers operating in similar developing regions, emphasizing the need to tailor promotional strategies to local consumer preferences. The study recommends prioritizing discount campaigns and free sample initiatives while reevaluating coupon distribution methods, potentially through digital platforms, to improve their effectiveness. This research contributes to the broader understanding of consumer behavior in rural retail markets and offers practical guidance for supermarket managers seeking to optimize their promotional strategies in developing economies.