Effects of Sales Promotion on Consummer Buying Behavior of Food Seasoning Among Nigerian House Holds: A Case Study Of Nestle Maggi Naijapot’

Marcus Garvey Orji, Michael Oyenuga, Agnes Iember Ahungwa


The major  concern to Nigerian companies has been how do promote made in Nigeria food products like food seasoning that has been produced in line with our local taste and culture. It is in this context that this study seeks to examine the effects of sales promotion on the consumer buying behavior of food seasoning among Nigerian households using Nestle Nigeria Plc Maggi NAIJA POT brand as a case study. The study employed cross sectional research design and the population consists of consumers of Nestle product (Maggi seasoning) in Bwari Area Council, Abuja. The sample size is 246 determined using Topman’s formula. Primary data was used through administration of questionnaire and regression analysis was used to test the relationship between the study variables. The findings revealed that most of the consumers enjoy the rebates which influence their decision before, during and after the purchase; there is a positive effect of free trial and free gift on consumer buying behavior of Maggi NAIJAPOT  in Bwari Area Council, Abuja. The study concluded that that sales promotion through rebates, free trial and free gifts is one significant tool marketing companies  should give attention to in order to influence their consumers’ buying behavior, and recommended among others that providing free samples for food seasoning is a good technique to use in introducing new products to the Nigerian marketplace, also  free gift should be included in the outer part of the product packaging to serve as a visual attraction to Nigerian consumers. It may also take the form of the commonly used terminology BOGOF’ (Buy one get one free)


Keywords sales promotion; consumer behavior; food seasoning; Nigerian households

Full Text:



Ahungwa, A.I (2018) Effect of Sales Promotion on Consumer Buying Behavior: A Case Study of Nestle Nigeria Plc’ BSc Project, Department of Business Administration, Veritas University, Abuja, Nigeria

Ben Amor, I., & Guilbert, F. (2009). Influences on free samples usage within the luxury Cosmetic Market. An International Journal of Direct Marketing:3(1), 67-82

Daramola, G.C., Okafor, L.I. & Bello,M.A (2014).Sales Promotion on Consumer Buying Behaviour. International Journal of Business and Marketing Management, 2(1):8-13

Evans, J. & Berman,B. (1997). Marketing. New Jersey: Prentice Hall International

Gilbert, D.C.& Jackaria, N. (2002). The Efficacy of Sales Promotions in U.K. Retail Stores: A Consumer View. International Journal of Retail and Distribution Management, 30:315- 332

Jobber, D. & Lancaster, G.(2006). Selling and Sales Management, (7th edn), Harlow: Pearson Education

Joseph C. (2018) Consumer sales promotion techniques’. Retrieved from http://smallbusiness.chron.com/consumer-sales-promotion-techniques-1035.html

Kotler, P.J. & Armstrong, G.M. (2010). Principles of Marketing, Global Ed. New York: Pearson.

Kwok, S. & Uncles, M. (2005). Sales Promotion Effectiveness: The Impact of Consumer Differences at an Ethnic-Group Level. Journal of Product & Brand Management, 14:170-186.

Lu, Q & Moorthy, S (2007). “Coupons Versus Rebates.” Marketing Science, 26 (1).

Mendez M. (2012) Sales promotions effects on brand loyalty. Retrieved from NHU works, H. Wayne Huizenga College of Business and Entrepreneurship

Mahmud, I.N., Mohammad, S.A. & Sultan, F. (2014). The Impact of Promotional Mix Elements on Consumers Buying Decisions. International Business and Management, 8: 143-151.

Neslin, S.A. (2002). Sales Promotion. Cambridge, MA: Marketing Science Institute (MSI).

Orji MG (2017) Impact of Personality Factors on Consumer Buying Behavior of Textile Materials in South Eastern Nigeria (PhD Thesis) Department of Business Administration, Ahmadu Bello University, Zaria, Nigeria,

Orji, M.G, Sabo, B., Abubakar, M.Y, Usman, A.D (2017) ‘Impact of Personality Factors on Consumer Buying Behaviour Towards Textile Materials in South Eastern Nigeria’ International Journal of Business and Economics Research. USA, Vol. 6, No. 1,pp.7-18

Orji, Akhaine, Ezinmuo & Boman (2019) Effect of promotional activities on brand loyalty of detergents among Nigerian university students: A study of veritas University Abuja’ International Journal of Research in Marketing Management and Sale 1(1): 30-39

Osuala EC (1998). Fundamentals of Nigeria Marketing. Onitsha: Cape Publishers International Ltd. P. 167.

Romdony, J. Juju. U, Jusuf, E., Rosmadi . M.L.N (2018) The Factors That Affect Customer Value and Its Impact on the Customer Loyalty’ Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Volume I, No 4, PP1-7

Romdony, J & Rosmadi, M.L.N(2019) Factors Affecting Customer Loyalty in Products’ Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Volume 2, No 1PP1-7

Zhang, J. (2016). The benefits of consumer rebates: A strategy for gray market deterrence. European Journal of Operational Research, 251(2), 509-521

Zhu, D. H., Chang, Y. P., & Chang, A. (2015). Effects of free gifts with purchase on online purchase satisfaction: The moderating role of uncertainty. Internet Research, 25(5), 690-706.

www.pmnewsnigeria.com/2017/11/07; nestle-launches-new cooking cubes

DOI: https://doi.org/10.33258/birci.v3i1.724


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.