Impact of consumer sales promotion on consumer patronage of Pharmaceutical products in Nigeria

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dc.contributor.authorAwoniyi, M.
dc.contributor.authorOlufayo, T. O.
dc.contributor.authorOyekunle, O.
dc.contributor.authorOsanyintolu, S.
dc.date.accessioned2022-08-06T12:46:18Z
dc.date.available2022-08-06T12:46:18Z
dc.date.issued2021-10
dc.descriptionScholarly articleen_US
dc.description.abstractThis study investigated the effect of consumer sales promotion on the patronage of pharmaceutical products in Nigeria. The purpose of the study was to examine the effectiveness of consumer sales promotion (discount, rebates, premiums, and demonstration) on consumer patronage of over-the-counter (OTC) drugs. The methodology used was based on a descriptive research design using multistage sampling techniques. The sample size was four hundred (400) respondents, which was further analyzed using regression analysis. The findings revealed that there is a significant effect of consumer sales promotion in terms of premiums, discounts and rebates used in marketing and sales of pharmaceutical products to drive customer patronage as a consumer sales response. The study however found that consumers' sales response towards demonstrations as a consumer sales promotion was insignificant. In light of the findings, the study recommended that pharmaceutical organizations should engage in more sales promotional strategies like customer loyalty programs and the electronic and online variants of consumer sales promotion, which tends to be more creative to consumers who are now more technology-driven.en_US
dc.identifier.citationAwoniyi, M., Olufayo, T. O., Oyekunle, O., & Osanyintolu, S. (2021). Impact of Consumer sales promotion on consumer patronage of Pharmaceutical products in Nigeria, XVIIen_US
dc.identifier.issn2344-102X
dc.identifier.urihttps://ir.unilag.edu.ng/handle/123456789/10998
dc.language.isoenen_US
dc.publisherEuropean Journal of Accounting, Finance & Businessen_US
dc.subjectconsumer patronageen_US
dc.subjectConsumer sales promotionen_US
dc.subjectDemonstrationen_US
dc.subjectDiscounten_US
dc.subjectPremiumen_US
dc.subjectRebatesen_US
dc.subjectResearch Subject Categories::SOCIAL SCIENCES::Business and economics::Business studiesen_US
dc.titleImpact of consumer sales promotion on consumer patronage of Pharmaceutical products in Nigeriaen_US
dc.typeArticleen_US
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