Cornelius Noel Wukari, Arinzechukwu Jude Okpara, Fauziya Ahmed Hamza
University of Jos, Nigeria.
Abstract
This study investigated the mediating role of price sensitivity on the relationship between sales promotional activities of Pop Cola brand and their effects on the consumption of the brand in Jos North Local LGA. The study relied on descriptive survey research design, while the sample size was determined with Yamane (1967) formula. A structured questionnaire was used to collect data from 354 respondents, with the collected data analysed through Multiple Regression. The mediation analysis was carried out using Process by Andre Hayes. The finding revealed that Price Discount and Free Sample has positive and significant effect on the consumption of Pop Cola brands in Jos North LGA. While there is also a mediation effect of Price Sensitivity in the relationship between sales promotional activities and consumption. The study recommended that management of Pop Cola company should imbibe price discount and free sampling of their products since it would enhance consumption. They also need to pay close to their pricing models since the study revealed that their customers are sensitive to price changes.
Published
March, 2025
ISSUE
VOL.5.NO.1
Citation
Cornelius Noel Wukari, Arinzechukwu Jude Okpara, Fauziya Ahmed Hamza (March, 2025). Sales Promotions and Consumption of Pop Cola Soft Drink Brand in Jos North Local Government Area, Nigeria: Investigating the Influence of Price Sensitivity. International Journal of Marketing and Management Sciences,(VOL.5.NO.1), 347 - 360.
APA format
Cornelius Noel Wukari, Arinzechukwu Jude Okpara, Fauziya Ahmed Hamza. "Sales Promotions and Consumption of Pop Cola Soft Drink Brand in Jos North Local Government Area, Nigeria: Investigating the Influence of Price Sensitivity." International Journal of Marketing and Management Sciences, vol. , no. VOL.5.NO.1, March, 2025, pp. 347 - 360.
MLA format
Cornelius Noel Wukari, Arinzechukwu Jude Okpara, Fauziya Ahmed Hamza. March, 2025. "Sales Promotions and Consumption of Pop Cola Soft Drink Brand in Jos North Local Government Area, Nigeria: Investigating the Influence of Price Sensitivity." International Journal of Marketing and Management Sciences , no. VOL.5.NO.1: 347 - 360.
Chicago format
Cornelius Noel Wukari, Arinzechukwu Jude Okpara, Fauziya Ahmed Hamza (March, 2025). "Sales Promotions and Consumption of Pop Cola Soft Drink Brand in Jos North Local Government Area, Nigeria: Investigating the Influence of Price Sensitivity." International Journal of Marketing and Management Sciences, vol. , no. VOL.5.NO.1, pp. 347 - 360.
Harvard format