ARTICLE SUMMARY
| Title: | Influence of Sales Promotion on the Purchasing Behaviour of Consumers of Tummy Tummy Instant Noodles in Ebonyi State, Nigeria |
| Author(s): | Chika Tonia Ezeali, Blessing Ewa-Ibe |
| Abstract: | Tummy Tummy instant noodles is has enjoyed periodic sales promotion in Abakaliki, the capital of Ebonyi state. But, empirical evidence is not readily available about the possible influence of these promotional activities on consumers' patronage and consumption of this noodles. Consequently the sought to ascertain the influence of sales promotion on the consumer's buying behavior of Tummy Tummy instant noodles, to evaluate the people's quality perception of Tummy Tummy instant noodles as a brand and to determine the influence of perceived cost of Tummy Tummy instant noodles on the patronage and consumption of Tummy Tummy instant noodles in Ebonyi State. Descriptive research design was adopted. Consequently, questionnaire served as instrument of data collection. Multi-stage sampling technique was adopted. The study found that revealed that sales promotion significantly influences the patronage and consumption of Tummy Tummy instant noodles among the residents of Ebonyi State, Nigeria. Again, the study establishes the fact that the perceived relative cheapness and good quality of Tummy Tummy instant noodles in comparison with other competitors have joined forces to market the product to the consumers in E bonyi State. Producers and distributors of Tummy Tummy instant noodles should be more frequent in their use of sales promotion to sell the products to the consumers in Ebonyi State. More areas both urban and semi-urban parts of state should be covered during Tummy Tummy sales promotion tours in the state. |
| Keywords: | Influence, Sales Promotion, Purchasing Behaviour, Consumers, Tummy Tummy Instant Noodles |
Editorial Board
EDITOR-IN CHIEF
Prof. Jonathan E. Aliede
DEPUTY EDITOR-IN CHIEF
Agatha Obiageri Orji-Egwu, Ph.D
MANAGING EDITOR
SÃmon Ugochukwu Nwankwo, Ph.D
EDITORS
Prof. Ifeyinwa Nsude
Prof. Angela Nwanmuo
Prof. Tyotom Keghku
Prof. Muyiwa Poopola
Prof. Nnanyelugo Okoro
Prof L. I. Ogbuoshi
Ruth. Chika Okorie, Ph.D
Adeola Sidikat Oyrleke, Ph.D
Celestine Ukeoma, Ph.D