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Consumer response to sales promotional strategies in a fast food firm

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Abstract
In this research study, effort has been channeled towards consumer response to sales promotional strategies in a fast-food chain. Fast food firms exist in a competitive environment and there is a battle for consumer response and loyalty to repeat purchase so as to remain in business. Leaders want to keep their leading position and sales promotion have been increasingly used as a solution to the fundamental marketing problems from consumer structural adjustment of consumption patterns as a response to the changes in the economy. Sales promotion is one of the elements of promotion. It is an attempt by the sales to change the consumer view of the price relationship for the product or services. The focus on the impact of sales promotion on consumer and their response to fast food firms in Kogi State, thirty-six (36) questionnaires were administered to respondents. This was followed up by personal interview across the fast-food firm. Also, related materials were consulted. The data analysis shows that sales promotion can be used to perform different functions like an increase in sales volume, profit, improve image to attract new customers, market share and introduce new product, point of purchase was the most used sales promotion strategy, sales promotion has helped customers to remain loyal to product and their responses depend on the benefit derived from the product. Customers will always continue to response to a product for the incentive or benefit gotten from it....
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