The Impact of Sales Promotion Tools on Consumer Buying Behaviour

ABSTRACT
This study examines the impact of sales promotion tools on consumer buying behaviour, focusing on Shoprite Ilorin in Nigeria. The research investigates how specific promotional strategies Buy-One-Get-One-Free (BOGOF), flash sales, discount offers, and the use of coupons/vouchers influence consumer responses including impulse buying, brand loyalty, purchase decision-making, and frequency of purchase. Anchored on the Stimulus-Organism-Response (S-O-R) theoretical framework, the study adopts a quantitative research design using structured questionnaires administered to 384 purposively selected respondents who are regular shoppers at Shoprite Ilorin. Data were analyzed using descriptive statistics and Chi-square tests. The findings reveal significant relationships between each sales promotion tool and the respective dimensions of consumer buying behaviour. Notably, BOGOF and flash sales had strong associations with impulse buying and brand loyalty, respectively. The study concludes that strategic sales promotions positively influence consumer behaviour in the retail sector, enhancing immediate sales and encouraging customer retention. It recommends that retail managers should implement well-structured, value-driven promotional strategies that align with customer needs while avoiding excessive discounting that could erode brand value.