SALES PROMOTIONS AS A CATALYST: ANALYZING THEIR INFLUENCE ON CONSUMER PURCHASE INTENT IN NIGERIAN BREWERIES, ENUGU, NIGERIA

The study examined the influence of sales promotion strategies on consumers’ intention to purchase Nigerian Breweries product. Specifically, the study sought to: ascertained the influence of contest on consumers’ intention to purchase Nigerian Breweries products in Enugu, Nigeria, and determine the influence of price off on consumers’ intention to purchase coca cola product in Enugu State, Nigeria. Descriptive research design was adopted in this study. The population of the study comprises of consumers of Nigerian Breweries products in Enugu State. The data generated was analyzed using simple percentage and frequency tables. Linear multiple regression analysis was employed to test the hypotheses. This was done with the help of Statistical Package for Social Sciences (SPSS) version 20. 0. The study showed that sales contest and Prize-off have a significant effect on consumers’ intention to purchase Nigerian Breweries product. Based on the findings of this study, the study recommended that among others that Nigerian Breweries should make sure that sales contest is free and fair contest in other to increase customers’ intention to purchase