IMPACT OF SALES PROMOTION ON CONSUMER PURCHASE BEHAVIOR OF NOODLES AMONG STUDENTS OF LAGOS STATE UNIVERSITY OF EDUCATION (LASUED)

In the competitive business environment, sales promotion is recognized globally as a strategic marketing tool aimed at encouraging immediate consumer response and enhancing product patronage. It is regarded as a more proactive marketing technique than personal selling, advertising, or publicity, primarily because it directly influences consumer purchasing behavior and distributor efficiency by offering enticing incentives that attract and persuade consumers to act in favor of a product or service (Oyedapo, Akinlabi & Sufian, 2022). Common manifestations of sales promotions include exhibitions, contests, free samples, giveaways, and other short-term activities aimed at boosting sales. Sales promotion also plays a pivotal role in product differentiation and effective brand positioning in an increasingly global and competitive marketplace (Nwosu, 2021). When effectively executed, it serves as a powerful mechanism for both offensive and defensive marketing strategies, offering immediate and measurable results (Nwosu, 2021). In essence, sales promotion strengthens an organization's presence in competitive environments. According to Oyedapo, Akinlabi, and Sufian (2022), it is an essential component of marketing campaigns that helps businesses achieve their promotional objectives. Consumers, being the end-users of a company’s product, are vital to the continuity of the production and consumption cycle and thus central to a nation’s economic viability. These scholars also warn that a lack of effective consumer demand could result in economic instability. Achumba (2016) supports this perspective, suggesting that the goal of sales promotion is to positively influence consumer behavior, which encompasses all the actions individuals undertake in using or intending to use market offerings—whether products, services, ideas, or information. In highly competitive markets, sales promotions can be instrumental in convincing retailers to stock new products or persuading consumers to choose a product over rival offerings. Such promotions are especially effective for products whose qualities can be quickly assessed at the point of purchase, as opposed to more expensive or complicated items that require demonstrations or extended evaluation (Kotler & Keller, 2016). Sales promotion involves various communicative efforts that offer added value or incentives to end consumers, wholesalers, retailers, and institutional buyers. It is a tactic that not only drives sales but also encourages product trial (Kotler & Keller, 2016). Typically, consumers go through five stages in the decision-making process: recognizing a need, searching for information, evaluating alternatives, making a purchase decision, and post-purchase evaluation. It is worth noting that not every decision leads to a purchase, and not every consumer passes through all these stages; the complexity and risk involved often determine the process. Instant noodles have become a staple fast food in African households since their introduction in 1958. Although noodles boast a history of over 2,000 years in places like China and Europe, it was not until 1958 that Nissin Foods in Japan launched the first instant variety—"Chicken Ramen"—for global consumption. In Nigeria, noodles have become especially popular, enjoyed by both the young and the old. Their popularity, particularly among young adults, stems from their convenience and ability to deliver quick, satisfying meals (Adeleke & Aminu, 2022). In states like Ebonyi, noodles have become a household staple. However, the instant noodles market in Nigeria is highly volatile and competitive. It is marked by an ever-changing business environment where product quality, promotional efforts, and brand identity play critical roles in shaping consumer loyalty. Brands such as Indomie, Dangote, Cherie, Golden Penny, and Tummy Tummy are engaged in fierce competition for consumer preference. This context makes it essential to assess how sales promotions influence students’ purchasing decisions—specifically with regard to Indomie noodles—at Lagos State University of Education (LASUED). 1.2 Statement of the Problem Producers of various instant noodle brands have consistently employed sales promotions across Nigeria to increase product patronage. However, the effectiveness of such promotions often varies, influenced by factors such as cultural practices, socio-economic conditions, and education levels. Despite its widespread use, there is limited research specifically assessing how sales promotions by Indomie impact the purchasing behavior of students at LASUED (Cummins, 2018). This gap in the literature is significant, especially given the diverse cultural, demographic, and psychographic characteristics of Lagos State residents. As the instant noodles market becomes increasingly saturated and competitive, understanding what drives students' purchase decisions is crucial for tailoring effective marketing strategies. Therefore, this study seeks to explore the impact of sales promotion on the buying behavior of Indomie noodles among LASUED students. 1.3 Objective of the study The broad objective of the study is to evaluate the Influence of Sales Promotion on Consumer Purchase Behavior of Indomie Noodles Among Students of Lagos State University of Education (LASUED. The specific objectives is as follows: i. To ascertain the influence of sales promotion on the consumer's buying behaviour of Indomie instant noodles. ii. To Find out whether customer appreciate the value incentives use in sales promotion campaigns of Indomie instant noodles. iii. To identify the factors limiting against the application of sales promotion as a method of increasing customer patronage among students in lasued. iv. To determine the influence of perceived cost of Indomie instant noodles on the patronage and consumption of Indomie instant noodles among students in lasued. 1.4 Research questions The following questions have been prepared for the study: i. Does sales promotion have an influence on consumer's buying behaviour of Indomie instant noodles among lasued students? ii. Do customer appreciate the value incentives use in sales promotion campaigns of Indomie instant noodles? iii. What are the factors limiting against the application of sales promotion as a method of increasing customer patronage among students in lasued? iv. Does the perceived cost of indomie instant noodles have an influence on the patronage and consumption of Indomie instant noodles among students in lasued? 1.5 Research Hypotheses The following hypotheses have been formulated for the study: H01: Sales promotion does not influence the consumer's buying behaviour of Indomie instant noodles. H02: Customer do not appreciate the value incentives use in sales promotion campaigns of Indomie instant noodles. 1.6 Significance of the study This study will contribute to the existing body of knowledge in sales promotion and advertising by providing a deeper understanding of the relationship between tsales promotion and consumer buying behvior. The findings will assist marketers, advertisers, and so on to adjust better in their advertising strategies, especially promotions in university environment to effectively attract and retain consumers' interest and satisfaction. 1.7 Scope of the study The study focuses on the impact of sales promotion on the buying behavior of indomie noodles among students in lasued. Hence, the study will ascertain the influence of sales promotion on the consumer's buying behaviour of Indomie instant noodles. The study will also Find out whether customer appreciate the value incentives use in sales promotion campaigns of Indomie instant noodles. The study will further identify the factors limiting against the application of sales promotion as a method of increasing customer patronage among students in lasued. Finally, the study will determine the influence of perceived cost of Indomie instant noodles on the patronage and consumption of Indomie instant noodles among students in lasued. Hence, the study is delimited to lasued, Lagos State. 1.8 Limitations of the study This is concerned with the problem encountered in this research work. The problems are: Time: the time given to the researcher to embark on this study starting from the day of approval wasn’t enough because as a student in ND II Marketing, I have yet another eleven courses to study. Finance: this research work was hampered by financial problem such as typing, cost of transportation. Response: some of the respondent view couldn’t respond positively. Other failed to return their questionnaire to the researcher because of one reason or the other. 1.9 Definition of terms Sales: the exchange of a commodity for money; the action of selling something. Sales Promotion: a marketing activity that is designed to increase sales, encourage customer loyalty, or generate brand awareness