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EFFECT OF PROMOTION STRATEGY ON CONSUMER BUYING BEHAVIOUR OF

PRODUCTS OF SMALL ENTERPRISES IN NORTH CENTRAL STATES AND
FEDERAL CAPITAL TERRITORY, ABUJA

Article · September 2024

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 NSUK Journal of Management Research and Development, Vol 9, Issue 3, Sept. 2024

EFFECT OF PROMOTION STRATEGY ON CONSUMER BUYING

BEHAVIOUR OF PRODUCTS OF SMALL ENTERPRISES IN
NORTH CENTRAL STATES AND FEDERAL CAPITAL
TERRITORY, ABUJA

1
Yahaya, Hayatu. 2Clement, Ikenna Okeke, 3Mohammed, Mahmuda Khalifa & 4Sulaiman,
Abdulwahab Sulaiman
1,2&3
Department of Business Administration, Nasarawa State University, Nigeria
email: [email protected] [email protected] [email protected]

Abstract
This study examined effect of promotion strategy on consumer buying behavior of products of Small Enterprises in North
Central States and Federal Capital Territory, Abuja. Advertisement, Sales Promotion, Direct Marketing and Personal
Selling proxied promotion strategy. This study adopted descriptive research design while structured questionnaire was used to
generate data. A five-point Likert scale: Strongly Disagree, Disagree, Neutral, Agree and Strongly Agree was used. Multiple
regression was used to analyze the data. Findings from the regression revealed that Sales Promotion, Direct Marketing and
Personal Selling have positive significant effect on consumer buying behaviour at 95% confidence interval. However,
Advertisement has negative insignificant effect on consumer buying behaviour. In view of the findings, this study concludes that
promotion strategy has positive influence on consumer buying behaviour of products of Small Enterprises in North Central
States and Federal Capital Territory, Abuja. Therefore, this study recommends that Managers of small enterprises should
consider promotion strategy as a marketing variable that influence consumers buying of their products. Again, Managers should
emphases using sales promotion, direct marketing and personal selling in order to convince and influence consumers to buy their
enterprises' products.
Keywords: Advertisement, Direct Marketing, Personal Selling, Sales Promotion

INTRODUCTION
A promotional strategy is a combination of different tools or channels that could be used in communicating
the promotional message(s) to present and potential consumers. It is a process whereby information about
the enterprises’ products or services is encoded into a promotional message(s) for delivery to the customers.
In effect, enterprises have a variety of alternative information delivery system available to them which can
be used to construct an appropriate promotional mix strategy. Liao, et al. (2009) reports that promotion
appears as an issue of how to create an optimal mix of marketing communication tools in order to get a
product's message and brand from the producer to the consumer. The portfolio of promotional strategy
mechanism includes: advertising, personal selling, public relations, publicity, direct marketing and sales’
promotions (Adefulu, 2015) which can influence consumer buying behaviour.

Indeed, promotion brings an interactive dialogue between enterprises and consumers and it takes place
during the pre-selling, selling, consuming and post- consuming stages. The importance of promotion has
been increasing rapidly due to the ever-increasing competitive market conditions. Therefore, enterprises
need to find the best way to access the customers and make sure they are satisfied with their own products
and services. The enterprises' promotion strategy affects the enterprises general market performance which
can lead to financial success or failure (Chen, 2009).

Small enterprises that understand promotions as part of an integrated marketing campaign recognize it as
an integral part of the enterprise marketing activities. According to Blattberg, et al. (2010) promotional
activities are intended to communicate and convince consumers to buy the enterprises' products. Therefore,
small enterprises need to provide the products and follow it with good promotional strategy that can
influence customers’ decision on buying the enterprises' products. Meredith, et al. (1991) state that as small
enterprise grows, it must expand its markets, special sales promotions that can provide the exposure of the
product for sales increase in new markets.

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In Nigeria, despite the increasing effort of employing promotion strategy by small enterprises through
advertisement, Sales Promotion, Direct Marketing, Personal Selling among others as reported by some
studies (Abah & Olohiliye, 2015; Muramira, 2019; Olalekan & Ezekiel, 2020; Pembi, et al. 2017;
Songcayawon, et al. 2019), the rate of low patronage of enterprises products by consumers is alarming and
the closure of some enterprises within the first five years is a source of concern. These call for this study to
examined the effect of promotion strategy on consumer buying behaviour of products of Small Enterprises
in North Central States and Federal Capital Territory, Abuja.

Hypotheses
H01: Advertisement has no significant effect on consumer buying behaviour of products of Small
Enterprises in North Central States and Federal Capital Territory, Abuja
H02: Sales promotion has no significant effect on consumer buying behaviour of products of Small
Enterprises in North Central States and Federal Capital Territory, Abuja
H03: Direct marketing has no significant effect on consumer buying behaviour of products of Small
Enterprises in North Central States and Federal Capital Territory, Abuja
H04: Personal selling has no significant effect on consumer buying behaviour of products of Small
Enterprises in North Central States and Federal Capital Territory, Abuja

LITERATURE REVIEW
Promotion Strategy
Promotion is the process whereby enterprises reach out of their target customers through a number of
media in order to inform, educate, remind, direct, and sensitize them about their products or services in
order to persuade and influence customers' behaviour so as they buy their products or services. McDaniel
and Darden (1987) see promotion as a process through which enterprises communicate with their target
audience in order to inform, direct, remind, update, convince, persuade and influence them to respond in a
favourable way to an enterprise and its offerings using one or more of the following tools: advertising,
personal selling, public relations, publicity, sales promotion, direct marketing and word of mouth.

Advertisement
Advertising is a significantly open strategy for correspondence which keeps consumers thinking about the
products of an enterprise. It offers opportunities to playing out the association between the enterprise and
the customers through sagacious use of print, sound and shading in order to draw attention of the customer
to a product or service. Perreault (2000) states that advertising seeks to promote the seller’s products by
means of publicizing them through different kinds of media like printed and electronic. Borden (1964)
argued that advertisement deals with policies and procedures related to amount to spend. He then concluded
that advertising attracts new customers to a company besides enhancing customer loyalty, as it seeks to
make the brand well known to people.

Sales Promotion
Sale promotions are short term promotional techniques to induce the customers to respond for the new
product in market or the product that have not received the lots of attention. The promotional activities are
used to increase the sales of the product rather by attracting new customers or by retaining old customers
by various means. The sales promotion is directly deal with product purchasing, enhancing the value of the
product either reducing the overall cost of the product or by adding more benefit to the regular purchasing
price. Shimp (2000) defines sales promotion as a marketing communications activities used to encourage
the trade and or end customers to purchase or take other relevant action by affecting the perceived value of
the product being promoted or to otherwise motivate action to be taken. Shimp`s definition proposes a
broader perspective to sales promotion, it permits incentivized and non-incentivized sales promotion and
the opportunity for sales promotions to be undertaken by anybody. Oyedapo, et al. (2012) postulate that
sales promotion is an uninterrupted incentive that offers an extra value or incentive for the product to the
sales force, distributor, or the final consumer with main objective of creating an immediate sale.

Direct marketing

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Direct marketing is a targeted form of marketing that presents information of potential interest to a
consumer that has been determined to be a likely buyer. It is a promotional method that involves presenting
information about the company, product, or service to the target customer through a variety of media
(Abraham & Joseph, 2019). Direct marketing is a vital element in creating a good relation or connection
with the clients for presentation of new products/services along with making sales. It comprises of variety
of skills or techniques in approaching new client. In order to build a relationship between seller and a buyer,
techniques such as e-mails, telephones, fairs, festival and many others are some of the ways that allows
immediate feedback. Direct marketing is one of the methods in gaining and keeping clients by contacting
them without mediator. The term “direct marketing” was an idea of an American pioneer named Lester
Wunderman in 1961. Direct marketing is becoming a key strategy for organizations to develop and maintain
Strong customer relationships. Major forms of direct marketing include: Online marketing, Text (SMS)
marketing, Email marketing:- Email marketing Leaflet marketing using letterbox drops and handouts etc.

Personal Selling
Personal selling is a direct spoken communication between sellers and potential customers, usually in person
but sometimes over telephone. It is a strategy in which salesperson utilizes their aptitudes and methods for
making personal associations with customers. According to Kerin, (2009), personal selling is the two way
flow of communication between a buyer and a seller, designed to influence a person’s or group’s purchase
decision. Olukosi (2005) defines personal selling as a process of conversing the sale of a company’s products
or service by sales man or woman, it is a dynamic process involving direct contact between the seller of a
product or service and the prospective buyers through oral or face to face or telephone discussion or written
mail exchange of ideas through opinion. Adebabay (2009) further defines personal selling as a process of
conversing the sale of a company’s products or service by sales man or woman. It is a dynamic process
involving direct contact between the seller of a product or service and the prospective buyers through oral
or face to face or telephone discussion or written mail exchange of ideas through opinion. Discussing the
importance of selling, Duguma and Janssens (2014) see it as the process of including a prospective customer
to act favourably on an idea advantage to the buyer and commercial significant to the seller.

Consumer Buying Behaviour

Consumer buying behavior can be defined as the study of the processes that individuals or groups go
through in making their purchasing choices in order to satisfy their needs. Perner (2008) stated that
consumer buying behavior involves the study of the processes which individuals, groups, or organizations
perform to acquire products, services, experiences, or ideas to satisfy their needs and how these processes
have impacted the consumer and society. In broad context, consumer buying behavior can be seen as a
subset of human behavior and the several factors affecting individuals in their daily lives also influence their
purchasing activities and decisions. Consumer buying behavior is both a psychological and a social process,
including both mental and physical activities, and a combination of internal and external factors influence
and determine the buying behavior of consumers (Modi & Jhulka, 2012).

Therefore, consumer buying behaviour plays a very crucial role to enterprises' survival. It is the driving force
behind the success of many enterprises, because most of the contemporary consumers spend major time
on buying decisions. Understanding the consumer is a good business strategy for the enterprises. The types
of consumers buying behavior are determined by the level of involvement in the purchase decision, which
is directly influenced by the level of need and the intensity of interest in a particular product. Consumer
buying behavior generally means the behavior of consumer as they look for the product that they feel will
satisfy their intended needs and wants.

Promotion Strategy and Consumer Buying Behavior

As enterprises increase in number, modern marketing calls for more than just producing the products,
pricing them and making them accessible to the target market, in addition, they must also communicate to
present and potential consumers and the general public. Therefore, Promotion strategy is a critical factor in
the decision-making process because it communicates to consumers and attract consumers to a brand. So,
the promotional activities, mean a combination of different activities which the company interacts with

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individuals, groups or the public in the form of personal and impersonal messages to coordinate the mutual
interests and needs. The promotional activities of an enterprise is aim at influencing the behaviour of
consumers which in turn increase the sales of the enterprise products or services.

Product Performance Measurement

Like other performance, product performance entails persistent and continues patronage of products or a
particular product to the satisfaction of consumers or a consumer which can add to the overall performance
of a business organization. Product performance can be measured by different yardsticks. (Sales Volume -
Donaldson, 2007, Gaillard, 2007; Customer Patronage - Adiele, et al. 2015; Purchase Intention - Yeo, et al.
2018, Liat & Wuan, 2014, Badr, et al. 2015; Consumer Buying Behaviour - Schiffman & Kanuk, 2007;
Sharma & Sonwalker, 2013; Perner, 2008). This study used Consumer Buying Behaviour as Product
performance variable.

Empirical Review
Abah and Olohiliye (2015) analysed the effect of advertising on consumer buying behavior of Benue
Brewery Limited, Makurdi, Benue State, Nigeria. Specifically, the study examines the appropriateness of the
media of advertising, the suitability of the messages used in the advertisements and the relationship between
advertising and sales volume of the company. From the analysis, 46.90% of respondents got to know about
Benue Brewery Limited products through the broadcast media, 86.34% of respondents stated that the
advising media used reach their target audience, 89.13% of the respondents stated that the messages
influence their buying behaviour, 81.68% stated that they clearly understood the messages, 81.68% of
respondents stated that the advertising messages attracted them to Benue Brewery Limited products,
81.68% of the respondents enjoy the messages and 89.13% of the respondents stated that the messages
influence their buying behaviour.

Muramira, (2019) examined the effect of advertising on sales performance of Inyange industries in Rwanda.
Questionnaire was administered and interview conducted on staff from different departments of the
industries. The study was explorative in nature and likewise attempted to make a quantitative and qualitative
valuation of Advertising on sales performance of Inyange industries. The study revealed that advertising
boost sales the greater part of the industry

Pembi, et al. (2017) studied the impact of sales promotional strategies on organizational performance of two
Flour Mills Maiduguri, Borno State Nigeria. The population of the study was carved out of the entire staff
of the Flour Mills of Nigeria Maiduguri, Borno State branch cutting across the Top, Middle and lower-level
management. The study employed both the primary and secondary sources of data collection.
Questionnaires were administered to twenty (20) staff using random sampling techniques. The data collected
were subjected to descriptive statistics such as percentage analysis in order to analyse the data and regression
analyses were used for testing hypotheses. The result signifies that sales promotional strategies have positive
and significant effects on organizational performance.

Tandoh and Sarpong (2015) studied impact of sales promotions on the performance of auto-mobile
industries in Ghana considering PHC Motors. The study used descriptive research approach and the data
was quantitative. Both purposive and random sampling techniques was used. The research revealed that the
impact of sales promotion on organizational performance in PHC is intense. Also, from the management
perspective most of the respondents agree that sale promotion provides extra incentives to purchase as well
as stimulating resellers demand and effectiveness.

Olalekan and Ezekiel (2020) studied the effect of direct marketing on consumer patronage of banks in Ondo
State, Nigeria. Specifically, the study looked at the relationship between direct marketing and customers’
patronage and direct marketing strategy on customers’ patronage in selected banks in Ondo State. The
population of the study was made up of 269,454 customers of the banks in Akure Ondo State, Nigeria. The
sample size for the Study was 399. Multiple regression and correlation analyses were used to analyze the

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data. The results showed that direct marketing has positive significant impact on sales patronage of the
banks.

Abraham and Joseph (2019) empirically studied direct marketing as the most effective form of marketing in
the digitalized marketing environment. Direct marketing establishes a somewhat personal relationship with
the customers in the modern environment, by allowing the customers to purchase the product directly from
company. This type of marketing is experiencing tremendous growth in the digitalized Indian economy.
Our observations have confirmed that direct marketing is the most effective form of marketing than
traditional mass marketing in modern time.

Songcayawon, et al. (2019) studied the impact of personal selling on the purchasing behavior towards clothes
among Business Administration Students of at Polytechnic University of the Philippines. Data were
gathered, formulated, and tested on the sample from students of the college department, which comprises
of 337 students through random sampling. The survey design questionnaire which comprises of thirty-two
(32) questions was partitioned into five dimensions, four dimensions predicated on the personal qualities of
salespersons and their display of goods, characteristics of clothing stores, promotion is done by salespersons
in the sale of clothing, and the fifth focused on youth's clothes purchasing behavior. The results of the study
revealed that the mean of the evaluated for the salesperson in buying behavior store were personal characters
of salesperson play an important role in influencing buying behavior scored (4.2284) and salesperson in way
of presenting that has an impact on buying behavior got (4.0326). By this, this shows the salespersons’
credibility, commitment to the promises, patience in dealing with customers and their appearance have a
great impact on customer satisfaction. By which, salespeople should be aware of how the market behaves
and how will the person selling will work towards particular factors that could affect both sides of dealing a
communication and deal.

Adesoga (2016) investigated the relevance of personal selling in marketing activities in selected Bottling
Companies in Lagos State, Nigeria. Survey research method was adopted. The study population was the
staff in marketing positions of selected companies. Questionnaire was administered on selected samples
while weighted mean was used to determine the relevance of personal selling. The study revealed that
personal selling accentuated relationship building, foster creative selling, and represented the company well
to the customers. The study concluded that personal selling was still relevant and a critical success factor in
today’s marketing activities despite the advent of digital marketing. Managers concerned about competitive
edge in the market edge as well as top and bottom line will find personal selling helpful. Similarly,
Anyadighibe, et al. (2014) examined the impact of personal selling on the productivity of selected banks
(First Bank Plc and Stanbic IBTC) in Calabar Metropolis. Hypotheses were tested using the Ordinary Least
Square (OLS) method. The study revealed that personal selling had a significant relationship between
customer retention similarly, the study showed that personal selling increases the sales volume of a firm.

Theoretical Framework
Assimilation Contrast Model
This study is anchored on Assimilation Contrast Model. Assimilation Contrast Model was invented in by
Muzafer Sherif and Carl Hovland in 1961. It is a model of decision and opinion variation according to which
a customer's original decision or opinion acts as an anchor. So items of information or persuasive
communications that are not very discrepant from the anchor and that therefore fall within the person's
latitude of acceptance are assimilated, the person's decision or opinion changing in the direction of the
communication.

The items of information or persuasive communications that are highly discrepant produce either minimal
change if they fall within the person's latitude of neutrality or produce contrast effects if they fall within the
latitude of rejection, the customer's decision or opinion changing in the opposite direction (Malhotra, 2011).
Opinions associated with high ego involvement tend to have narrow latitudes of acceptance and wide
latitudes of rejection, and the reverse applies to opinions of low ego involvement (Zeithamal, 2012). A
consequence of this theory is that an extreme and ego-involving decision or opinion tends to be polarized

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in response to most types of information or persuasive communications. This model is useful to this study,
as it explain the decision and opinion change with promotional strategies and how it will impact the market
and sales performance of an enterprise.

METHODOLOGY
This study adopts descriptive research design. The study used structured questionnaire which elicited
responses from the respondents which was converted to data for analysis. Simple regression was used for
analyzing the data obtained from questionnaire administered. Descriptive analysis was conducted and
ascertained the measures of central tendency of the data. The questionnaire had a five-point Likert scale
were five; (1) Strongly Disagree, (2) Disagree, (3) Neutral (4) Agree and (5) Strongly Agreed.

The population of the study consists of 1638 small scale enterprises located in the States' capital of North
Central states and Abuja the Federal Capital Territory. (240 Benue; 280 Kogi; 270 Kwara; 210 Nasarawa;
214 Niger; 264 Plateau and 160 Abuja (SMEDAN and NBS Collaborative Survey, 2021). The sample size
of the study was 321 obtained through convenient sampling. Convenient sampling is described as a sampling
technique in which elements are selected from the target population on the basis of their accessibility or
convenience to the researcher. The sample size was drawn using Taro's formula.
N
n = 1+N (e)2
Where:
n= sample size, N = population (234),
e = error (0.05) reliability level 95%,
(e)2 = level of significance (Constant factor)
1638 1638 1638 1638
n= ,n= ,n= ,n= , n = 321
1+1638(0.05)2 1+1638(0.0025) 1+4.095 5.095

Convenient sampling was adopted for this study. Bourley’s population allocation was used to determine the
appropriate questionnaire for every enterprise in each state capital.

Model Specification
Y = a + β1X1 + β2X2 + β3X3 + β4X4 + e
Where;
Y: Consumer buying behavior
a: Constant factor
X1: Advertisement
X2: Sales Promotion
X3: Direct Marketing
X4: Personal Selling
e =error term
The apriori expectation is that β1 - β4< 0.

Validity of the Instrument

Content and face validity was established in the study by giving research instrument to a marketing experts
who pointed out some short-comings and directed the researcher to effect the corrections accordingly. This
was done and the instrument was adjudged and certified okay for the main field survey.

Reliability Analysis
Reliability analysis and factor analysis were conducted before regression analysis so as to identify the
appropriate items for the analysis. The reliability consistency and the value of Cronbach alpha determined
the variables’ reliability and measure the consistency of a multiple item scale (Sekaran & Bougie, 2016).
Table 2, shows the Cronbach alpha coefficients 0.899 which is above the bench mark of 0.7 demonstrating
good internal consistence.
Table 2. Reliability statistics
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Cronbach Alpha N of Items

0.899 24
Source: SPSS 23 Output (2024)

RESULTS AND DISCUSSION

Table 4. Descriptive Statistics
Variable Obs. (N) Minimum Maximum Mean Std. Deviation
Consumer Buying Behaviour 321 2 4 4.35 0.618
Advertisement 321 2 4 3.51 0.721
Sales Promotion 321 2 4 3.81 0.607
Direct Marketing 321 2 4 3.75 0.742
Personal Selling 321 2 4 3.56 0.600
Source: SPSS 23 Output (2024)
Table 4 shows 4.35 as the mean for consumers buying behaviour of products of small enterprises with a
standard deviation of 0.618 indicating deviation from the mean. On the independent variables, the table
indicates that the mean ranges from 3.51 to 4.35 with standard deviation ranging from 0.600 and 0.742.
Specifically, Advertisement, Sales Promotion, Direct Marketing and Personal Selling have their means as
3.51, 3.81, 3.75 and 3.56 respectively while the standard deviation are 0.721, 0.607, 0.742 and 0.600
respectively.
Table 5. Correlation Coefficients Matrix
Variables Consumer Advertisement Sales Direct Persona
Buying Promotion Marketing l Selling
Behaviour
Consumer Buying Behaviour 1
Advertisement 0.314** 1
(000)
Sales Promotion 0.468** 0.480** 1
(000) (000)
Direct Marketing 0.357** 0.413** 0.442** 1
(000) (000) (000)
Personal Selling 0.441** 0.377** 0.364** 0.339** 1
(000) (000) (000) (000)
Obs. (N) 321 321 321 321 321
Source: SPSS 23 Output (2024) ** Correlation is significant at the 0.01 level (2-tailed)
Table 5 shows the Pearson correlation coefficient which was computed based on 5% probability. The results
show 2-tailed significant probability correlation coefficient of the variables. Furthermore, the table indicates
that, there is positive and significant relationship between all packaging attributes and consumer buying
behaviour. All variables: packaging color, background image, packaging material, font size and printed
information have positive significant correlation with the dependent variable consumer buying behaviour
of Prob. = 0.314, Prob. = 0.468, Prob. = 0.357, Prob. = 0.441 and Prob.= 0.471 respectively. In addition,
all variables have positive correlation with one another.
Table 5. Regression Analysis
Model Unstandardized Coefficients Standardized Coefficients t Sig
B Std. Error Beta
(Constant) 0.634 0.221 -0.054 2.865 0.004
Advertisement -0.046 0.041 0.168 -1.120 0.264
Sales Promotion 0.171 0.050 0.016 3.422 0.001
Direct Marketing 0.113 0.042 0.168 0.312 0.005
Personal Selling 0.172 0.047 0.193 3.698 0.000
R 0.682 8.172 0.000
R-square 0.657
Adjusted R2 0.643
-F-Value 51.52(0.001)
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a. Dependent Variable: Promotion Strategy influences Consumer Buying behaviour

Source: SPSS 23 Output (2024)

Table 5 presents the Regression results for promotion strategy variables and consumer buying behaviour.
The Table shows that Advertisement, Sales Promotion, Direct Marketing and Personal Selling affect
consumer buying behaviour with coefficient of determination (R-Square) of 0.657. This means
Advertisement, Sales Promotion, Direct Marketing and Personal Selling explained 65.7% of the variation in
the consumer buying behaviour while 34.3% by other variables not contained in the model. The F-Value
(51.52) and Prob > F (0.001) show that the regression model is generally significant. This implies that the
model passes the overall statistical significance level test at 95%.

Table 5 further shows the constant, beta, and significance level of each variable. The regression shows that
Sales Promotion, Direct Marketing and Personal Selling have positive significant effect on consumer buying
behaviour behavior at 95% confidence interval. However, Advertisement has negative insignificant effect
on consumer buying behaviour. The result therefore, means not all promotion strategy variables have
significant influence on the consumers buying behaviour.

Discussion of Findings
Findings from the regression analyses shoed different levels of significance which were determined by the
degree of probabilities. For instance, finding for sales promotion revealed a positive significant effect on
consumer buying behaviour. Specifically, the unstandardized coefficient is 0.171 while significant level is
0.001 probability. By implication, a 1% increase in sales promotion activities, consumer buying behaviour
positively increases by 17.1%. This finding is in consistent with the findings of (Pembi, et al. 2017; Tandoh
& Sarpong, 2015).

For Direct marketing, the finding for direct marketing revealed a positive significant effect on consumer
buying behaviour. Specifically, the unstandardized coefficient is 0.113 while significant level is 0.005
probability. This means a 1% increase in direct marketing activities, consumer buying behaviour positively
increases by 11.3%. This finding is in consonant with the findings of (Abraham & Joseph, 2019; Olalekan
& Ezekiel, 2020).

For personal selling, the findings for personal selling revealed a positive significant effect on consumer
buying behaviour. Specifically, the unstandardized coefficient is 0.172 while significant level is 0.000
probability. This means a 1% increase in personal selling activities, consumer buying behaviour positively
increases by 17.2%. This finding is in line with the finding of (Songcayawon, et al. 2019).

CONCLUSION AND RECOMMENDATIONS

This study was carried out to examine the effect of effect of promotion strategy on consumer buying
behaviour of products of Small Enterprises in North Central States and Federal Capital Territory, Abuja.
Specifically, the study used Advertisement, Sales Promotion, Direct Marketing and Personal Selling as
independent variable while consumer buying behaviour as the dependent variable. In view of the findings,
this study concludes that promotion strategy has positive influence on consumer buying behaviour of
products of Small Enterprises in North Central States and Federal Capital Territory, Abuja. Therefore, this
study recommends that Managers of small enterprises should consider promotion strategy as a marketing
variable that influence consumers buying of their products. Again, Managers should emphases using sales
promotion, direct marketing and personal selling in order to convince and influence consumers to buy their
enterprises' products.

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