Abstract:
This study, Influence of Sales Promotional Activities on Consumer Behavior: A Comparative Study of Friesland and Promasidor Companies' Promotional Activities, set out to measure how sales promotion influences consumer behavior and to empirically test Peak and Cowbell milk are the products of two companies in the investigation. To achieve this the survey method was utilized, and a questionnaire was used to elicit information from residents of Makurdi metropolis. The study established that the two companies actually embark onsales promotional activities, and the majority of the respondents were influenced by the promotionalactivities on peak and cowbell milk, while a few otlers were swayed by factors such as income,habits the quality of their products. More findings showed that most consumers patronize peak milk.more than cowbell milk because the decrease in price due to sales and promotional activities does not affect its quality. Further findings suggest that the increase in sales is the most reason peak and cowbell milk embark on promotions, and in fact, the majority of consumers become brand loyalists even after the promotion. The study therefore concludes that promotional activities and salesPromotion specifically is a strong word for the companies studied, especially Friesland. Also, the media to an extent has been very instrumental in promoting peak and cowbell milk. The study therefore recommends that Friesland and Promasidor Companies, the producers of peak milk And Cowbell Milk should make extensive use of sales promotions. As a marketing strategy, Especially Promasidor hence's findings indicate that its promotional activities are low compared to Friesland.This is in order to increase sales and profits, among other recommendations.
