Sales Promotion Tools and Consumer Buying Behaviour in United Bank of Africa, Ogun State
Sales Promotion Tools and Consumer Buying Behaviour in United Bank of Africa, Ogun State

Summary/Abstract: This study aims to examine the effect of sales promotion tools on customers of United banks of Africa (UBA) in Ogun state. Survey research design was adopted in this study. The targeted population consists of customers of UBA in Ogun State. Simple random sampling technique was used to select 395 respondents from the population. A self- structured questionnaire was employed in obtaining primary data for the course of the study. Findings revealed that individual sales promotion tools positively and significantly influence target market, customer patronage and customer satisfaction. Therefore, it is concluded that consumer buying behaviour (target market, patronage and satisfaction) can only be achieved through effective services rendered by UBA in Ogun State, Nigeria

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