The Effect of Sales Promotion on Consumer Buying Behavior in Nigeria Telecommunication of Mtn Subscriber, in Kano State Nigeria

Sales promotion is any incentives undertaking by an organization to promote and increase sales usage or trial of a product or service (i.e. initiatives that are not covered by other elements of marketing communication or promotional mix) The uncertainty surrounding the nature of the consumers’ responses to the promotional activities has necessitated this study. The main purpose of this study is to explore the impact of consumer-oriented sales promotion tools on repeat purchases of MTN subscribers in Kano metropolis. The study targeted a population of 399.9501subscribers of MTN services in Kano metropolis. A sample of 400 respondents were served with a structured, adapted questionnaires using simple random sampling technique through the use of Taro Yamane (1967) table of sample size determination. To answer the research questions, three hypotheses are formulated: price discount, coupons, buy-on-get-one) have significant positive effect on consumer buying behaviours. Data was analyzed using SPSS version 21 and regression analysis was used at 5% level of confidence to test the hypotheses, determine the effect and the relationship between variables under study. Findings from this study revealed a significant positive effect of three independent variables (buy one get one free, and price discount) on the dependent variable (consumer buying behaviour). Therefore, the study indicated that, MTN Nigeria Plc. should pay more attention on buy one get one free e and price discount tools of sales promotion in order to influence subscribers to continue patronizing their services. In addition, the management of the company, through their marketing department, should embark on serious awareness campaign for mobile subscribers to fully understand the benefits accrued to using coupon through or ientations and integrated media communication.