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.