Investigating the effect of sales promotion on customer patronage of household appliances within Lagos metropolis

Oyekunle Olubusola Temiloluwa; Tijani Usman Moyosore; Balogun Mustapha Tosin

doi:10.12795/IROCAMM.2022.v05.i02.07

Autores/as

Oyekunle Olubusola Temiloluwa Lagos State University https://orcid.org/0000-0002-0529-7697
Tijani Usman Moyosore Lagos State University https://orcid.org/0000-0001-7132-3948
Balogun Mustapha Tosin Lagos State University https://orcid.org/0000-0003-3939-0192

DOI:

https://doi.org/10.12795/IROCAMM.2022.v05.i02.07

Palabras clave:

Comunicación, cliente, promoción, rebajas, marketing

Resumen

Este estudio investigó el efecto de la promoción de ventas en el patrocinio de los clientes de electrodomésticos en el estado de Lagos. El objetivo del estudio era examinar la eficacia de la promoción de ventas (descuentos, primas y demostraciones) en el patrocinio de los clientes de electrodomésticos. La metodología utilizada se basó en un diseño de investigación descriptivo. Se utilizó un cuestionario como instrumento de recogida de datos. El tamaño de la muestra se determinó mediante la técnica de muestreo aleatorio simple. El tamaño de la muestra fue de ciento veinticuatro (124) encuestados, que se analizaron posteriormente mediante un análisis de regresión múltiple. Los resultados revelaron que existe un efecto positivo y significativo de la promoción de ventas en términos de descuentos y demostración utilizados en la comercialización y venta de electrodomésticos para impulsar el patrocinio de los clientes. Sin embargo, el estudio reveló que el uso de la prima como promoción de ventas para influir en el patrocinio de los clientes de electrodomésticos era insignificante. A la luz de los resultados, el estudio recomendó que las empresas que comercian con electrodomésticos sigan invirtiendo en actividades de descuentos comerciales que ayuden a los clientes a seguir patrocinando su empresa y sus productos.

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