The Impact of Sales Promotion on Brand Choice After the Promotional Period: The Moderating Role of Deal Proneness - A Case Study of Yakubu Shopping Malls, Jalingo, Taraba State, Nigeria

• Author(s): Jacob Eli ; Jackson Mathias ; Elam Elijah Dorboh ; Nkumsar Divine
• Paper ID: 1709978
• Page: 145-151
• Published Date: 11-08-2025
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 9 Issue 2 August-2025

Abstract

This empirical inquiry critically examines the residual influence of sales promotions on consumer brand preference once the promotional window has closed, with particular attention to the moderating influence of deal proneness. Amidst an escalating reliance on promotional tactics to stimulate immediate purchasing behavior, understanding the enduring behavioral ramifications of such interventions has gained strategic importance. The research utilizes Yakubu shopping malls, situated in Jalingo, Taraba State, Nigeria, as a focal context for exploring whether consumers persist in selecting brands they initially adopted during promotional campaigns, and to what degree their proclivity for deals shapes this continuity. Employing a quantitative research framework, data were gathered through the administration of structured questionnaires to a purposive sample of 200 individuals who recently engaged with promotional initiatives at the retail outlet. Regression analysis was employed to evaluate the correlation between sales promotions, subsequent brand selection, and the conditional impact of deal-seeking tendencies. The findings demonstrate a marked influence of promotions on brand selection during the promotional phase. However, this effect substantially wanes post-promotion. Notably, consumers exhibiting high deal proneness are less inclined to maintain allegiance to previously promoted brands, displaying a propensity to pursue new promotional offers instead. Conversely, individuals with lower levels of deal proneness show greater brand continuity beyond the promotional period. The study concludes that while sales promotions serve as effective levers for capturing immediate consumer interest, their long-term efficacy in fostering brand loyalty is tenuous, especially among consumers who exhibit heightened deal sensitivity. It is therefore recommended that marketers integrate promotional tactics with sustained loyalty-building mechanisms to secure extended consumer commitment beyond temporary incentives. in alphabetical order, separated by commas.

Keywords

Sales Promotion, Brand Choice, Post-Promotion Behavior, Deal Proneness, Consumer Behavior, Brand Loyalty, Retail Marketing, Promotional Strategy, Yakubu Shopping Malls, Jalingo, Taraba State.

Citations

IRE Journals:
Jacob Eli , Jackson Mathias , Elam Elijah Dorboh , Nkumsar Divine "The Impact of Sales Promotion on Brand Choice After the Promotional Period: The Moderating Role of Deal Proneness - A Case Study of Yakubu Shopping Malls, Jalingo, Taraba State, Nigeria" Iconic Research And Engineering Journals Volume 9 Issue 2 2025 Page 145-151

IEEE:
Jacob Eli , Jackson Mathias , Elam Elijah Dorboh , Nkumsar Divine "The Impact of Sales Promotion on Brand Choice After the Promotional Period: The Moderating Role of Deal Proneness - A Case Study of Yakubu Shopping Malls, Jalingo, Taraba State, Nigeria" Iconic Research And Engineering Journals, 9(2)