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VOL. 9, ISSUE 4 (2024)
Impact of sales promotion tools on consumer purchase intentions of the retailing industry in lagos: The mediating role of customer service
Authors
Edak Atokolo
Abstract
The study investigates the impact of sales promotion tools on consumer purchase
intentions of the retailing Industry in Lagos with customer service serving a
mediating role. The study makes use of explanatory design. Both
convenience and purposive sampling technique was used to select 240 customers
of the two retail firms (Shoprite and Melcom Nigeria) in Lagos. Field survey
was used to solicit data from the respondents. Questionnaire was the
instruments used for the data collection. Data analysis was carried out with
the use of Statistical Package for Social Sciences (SPSS) version 21.0. The
study’s findings revealed a significant relationship between bonus packs and
purchase intentions of consumers. Further, the study revealed a significant
relationship between coupons and purchase intentions of consumers. Practical
implications for retail managers and directions for future studies were
discussed.
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Pages:1-7
How to cite this article:
Edak Atokolo "Impact of sales promotion tools on consumer purchase intentions of the retailing industry in lagos: The mediating role of customer service". International Journal of Academic Research and Development, Vol 9, Issue 4, 2024, Pages 1-7
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