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Sales promotions

S/M/597. Dissertation. Consumer motivations behind impulse buying during sales promotion of SME in Nigeria

WORDS:

17500

DATE:

2011

PRICE:

179.99 GBP

The dissertation examines the factors that motivate Nigerian consumers to make impulse purchasing during sales promotion activities of small and medium-sized enterprises (SME) that have been recently reducing their production. The review of literature touches on the theory of marketing and consumer behaviour including sales promotion activities used to stimulate impulse buying, promotion techniques, consumer decisions about impulse buying, motivation behind consumer behaviour, etc. The methodology of the research is based on the combination of qualitative and quantitative approaches to the analysis of secondary and primary data obtained from 100 questionnaires aimed to establish a socio-demographic background of Nigerian consumers and define their attitudes to sales promotion. Conclusions are made about the most effective sales promotion techniques used by SME in Lagos, Nigeria.

KEYWORDS: Dissertation, Consumer motivations, impulse buying, sales promotion, SME in Nigeria,