KOGI STATE

Faculty of Management Sciences

Journal of MANAGEMENT

ISSN: 3212 - 3122

Ayodele C. Oniku PhD.; Oniku, Ayodele; Ahmed, Abiodun Ganiyu & Nnaji, Chinwe

Abstract

The rate at which consumers respond to promotion especially now that Nigeria as a developing country is threatening with a recession even though the statutory authorities of the government claims the country is out of recession but the citizens are yet to feel this impact. It’s against this backdrop that this work examined promotional intensity and consumer price sensitivity among automobiles users within Ilorin metropolis. To achieve this specific objective, a previously validated instrument was employed to gather data from carefully selected three hundred and nineteen (319) respondent’s usable copies out of three hundred and fifty (350). This study throws more light on how the basic and popular elements of marketing communication affect automobile users’ pricing behaviour which invariably affects their effective demand. Findings show that promotional intensity have positive outcome on the level of price sensitivity of consumers in the study area and ranking order is employed to know the effectiveness of each marketing communication tool where the respondents claims shows advertising intensity, personal selling frequency sales promotion inducement show 61.4%, 59.2%, 58.0% respectively.

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Keywords

advertising intensity, personal selling frequency, sales promotion, recession, consumer’s price sensitivity

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