EFFECTS OF SALES PROMOTION ON BRAND LOYALTY: EVIDENCE FROM THE POWDERED MILK SEGMENT IN LAGOS STATE, NIGERIA
Keywords:
consumer retention; consumer purchasing behaviour; dairy products; promotional incentives; retail marketingAbstract
Nigeria’s fast-moving consumer goods (FMCG) market is under pressure from inflation and declining household incomes, making consumers more responsive to promotions. In powdered milk, where brands such as Peak, Dano, Cowbell, and Loya compete closely, promotions strongly shape consumer choice. This study examined the effects of price discounts and free samples on brand loyalty in Lagos supermarkets, guided by the Theory of Planned Behaviour and Diffusion of Innovation Theory. A descriptive survey design was used. Primary data were obtained from 191 supermarket shoppers across Ikeja, Ilupeju, and Somolu using a structured questionnaire. Responses on socio-demographics, promotion awareness, and loyalty behaviour were rated on a five-point Likert scale. Data were analyzed with descriptive statistics, Pearson correlation, and simple regression in SPSS. Both promotional tools significantly influenced loyalty. Price discounts explained 51.7% of the variance (R² = .517, β = .719), while free samples explained 74.6% (R² = .746, β = .864), indicating that while discounts drive short-term sales, samples contribute more to sustained loyalty. The study concluded that promotional strategies are vital for FMCG competitiveness in Nigeria.
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