Abstract

The purpose of this study is to examine the effect of promotional mix on consumer buying behavior of convenience goods. A research design that was employed in the study was quantitative in nature. A questionnaire was employed as an instrument for data collection. The population of the study comprised 447 students of 500 level for the Faculty of Management Sciences (FMS), Abubakar Tafawa Balewa University (ATBU), Bauchi. A simple random sampling was employed in the study. A sample size of 211 was determined from by using Slovin's formula. Data collected were analysed using descriptive statistics and multiple regression with the aid of Statistical Package for Social Sciences (SPSS) version 22. Findings of the study revealed that advertising has a positive and statistically insignificant effect on consumer buying behavior. However, sale promotion, personal selling and direct marketing have a positive and significant effect on consumer buying behavior of convenience goods among 500 level students for the FMS, ATBU, Bauchi. Based on these findings, it is recommended that marketers should consider the ineffectiveness of advertising on consumer buying behavior and use various factors such as product quality, brand perception, and personal preferences. Also, companies should prioritize personal selling, sales promotions, and direct marketing efforts to effectively reach and engage their target audience.