Effectiveness of Sales Promotion Tools on Consumer Buying Behaviour of Sachet Oil in Ado Ekiti Metropolis

The study examined the effectiveness of sales promotional tools on the customer buying behaviour of sachet oil in Ado Ekiti metropolis. Specifically, the study investigated the effect of sales promotion on customer buying behaviour. A descriptive survey research design was adopted for the study. The population of the study comprised of sachet oil consumers in Ado Ekiti. 210 respondents were sampled via random sampling. A primary source through a structured questionnaire was employed. Descriptive statistic through frequency tables was used to analyse the demographic information of the respondents while inferential statistic through regression was used to test the study hypothesis. The study found rebate and discount offers, price pack, contest positively and significant on consumer buying behaviour while coupon was found insignificant on consumer buying behaviour thus concluded that sales promotion positively affects the consumers buying behaviour of sachet oil in Ado-Ekiti metropolis. Therefore, the study recommended that sachet oil manufacturers should pay more attention to the sales promotional tools as a mean to influence customer purchasing behaviour.