Sales Promotion Strategies and Consumer Patronage of Fast-Moving Consumer Goods in Osun State, Nigeria

Despite widespread adoption of sales promotion strategies in the FMCG sector, businesses in Nigeria, including Unilever, continue to face challenges in maximizing consumer engagement and achieving optimal marketing perfor- mance. This study aims to determine sales promotion strategies and consumer patronage of FMCG with the follow- ing specific objectives: examine the influence of premiums on customer patronage, assess the effectiveness of sales promotion tools in motivating customer patronage, and investigate the role of event orientation on customer patron- age. Consumers of Unilever products in the Osun state constituted the study population. The study used a self-struc- tured questionnaire on consumers of Unilever products with 278 respondents using Krejcie and Morgan's table formula, which was chosen using the purposive sampling technique. This study employs both descriptive and inferential statistics. Hypotheses were tested using ordinal regression analysis and data were analyzed using SPSS version 26 (Statistical Package for Social Science). The results of this study show that sales promotion techniques such as discounts, coupons, freebies, and in-store advertising play a significant role in influencing customers to make purchases. Hence, this research recommends that businesses combine premium offerings, diverse sales promotion tools, and event-ori- ented strategies to create cohesive and impactful marketing plans. Additionally, events should focus on customer demographics and offer incentives tailored to specific audience preferences.