THE IMPACT OF PROMOTIONAL STRATEGIES ON CONSUMER PURCHASING BEHAVIOR OF LOTTERY PRODUCTS IN NIGERIA

Abstract

Promotion strategies are critical in influencing consumer behavior and driving sales in various industries, including the lottery sector. However, the lottery industry, despite its long-standing presence and significant economic contributions, faces increasing challenges in sustaining and growing its consumer base. This study, therefore, evaluate the impact of different promotional strategies on consumer purchasing behavior of lottery products. The study employed survey research design using structured questionnaire. Five hundred (500) customers were purposively selected based on ease of data collection. Both descriptive and inferential statistics were employed for the purpose of the data analysis. Descriptive statistics include frequency tables and percentage count, while inferential statistics such as multiple regression analysis was employed to examine the effect of promotional strategy on consumer purchase behavior in the lottery industry. All tests for significance were conducted at 5%. Findings from the multiple regression result showed that mobile advertisement (p=0.000), personal selling (p=0.000), digital marketing (p=0.000), and publicity (p=0.000) were positively significant in explaining variation in consumer purchase behaviour of lottery industry in Nigeria. The study concluded that promotional strategies have significant effect on purchase behaviour of lottery products in Nigeria. It is therefore recommended that management should prioritize mobile advertising, to stimulate consumer purchase behaviour and sales performance.