A CONSUMER ANALYSIS OF THE IMPACT OF SALES PROMOTION ON THE PURCHASE DECISION (A CASE STUDY OF MTN MOBILE TELECOMMUNICATIONS)

ABSTRACT: The current state of the Nigerian economy has resulted in a decline in the purchasing power of customers in relation to products and services. The present study survey has undertaken a critical examination of the impact of sales promotion on MTN Nigeria Limited, as well as its subsequent influence on customers' purchasing behaviour and their level of engagement with the company's offerings. The primary and secondary data were collected through the utilisation of 100 administered questionnaires. These questionnaires were distributed among executives of MTN Nigeria Limited, as well as marketing middlemen such as wholesalers, retailers, and distributors. Additionally, consumers of the product were also included in the distribution of the questionnaires. The utilisation of prior literature pertaining to the relevant research subject was also employed. The research topic and hypothesis were both formulated and subsequently examined through the application of regression analysis. The results of this study indicate that sales promotion significantly influences customers' purchasing behaviour and also contributes to the sales performance of MTN Nigeria Limited.