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Full Project – CONSUMER PERCEPTION OF PRODUCT SALES PROMOTION

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CONSUMER PERCEPTION OF PRODUCT SALES PROMOTION

(A SURVEY OF CONSUMERS IN ENUGU METROPOLIS)

ABSTRACT

This study focused on the consumer perception of product sales promotion in Enugu metropolis the need for this study is to know whether sales promotion actually creates awareness for product. The following objectives one being set up by the research.

1) To determine whether sales promotion affects consumers perception of product.

2) To find out if consumer’s perception or product sales promotion influences their purchase decisions.

3) To ascertain whether consumer perception of product include repeat purchase.

4) To determine if consumer perception of product sales promotion affects their brand preferences.

5) To find out if consumers perception of sales promotion build brand loyalty.

The researcher used survey method in carrying out this research. A sample size of 400 respondents was randomly selected from the population of the study. The finding of this work one: Sales promotion makes consumers perceive the product quality as being superior and its features as being attractive. It also make them perceive the product price as cheaper and affordable and the product readily available. Perception of sales promotion also affect the brand preference of some consumers. It makes few consumers brand loyal.

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