Title: Impact Of Promtional Offers On Sales Volume Of Selected Online Retailers In South -South Nigeria
Authors: IZOMO, Victory Oghenevwakpo , Prof A.O Odita
Volume: 10
Issue: 7
Pages: 507-514
Publication Date: 2026/07/28
Abstract:
This study examined the impact of promotional offers on the sales volume of selected online retailers in South-South Nigeria. The specific objectives were to determine the effect of discount rate and loyalty card on the sales volume of selected online retailers in the region. A cross-sectional survey research design, employing the descriptive survey method, was adopted for the study. The population comprised 72 customers of selected online retailers operating in South-South Nigeria, and the entire population was used for the study due to its manageable size. Data were collected through a structured questionnaire, the validity of which was established through expert review and a pilot study. The reliability of the instrument was confirmed using Cronbach's Alpha. Data were analysed using descriptive statistics, including frequencies and percentages, while multiple regression analysis was employed to test the hypotheses with the aid of the Statistical Package for the Social Sciences (SPSS) Version 26.0 at a 5% level of significance. The findings revealed that discount rate has a significant positive effect on the sales volume of selected online retailers in South-South Nigeria (p < 0.05). The study also found that loyalty card has a significant positive effect on sales volume (p < 0.05). These findings indicate that well-designed promotional offers stimulate customers' purchasing decisions, encourage repeat patronage, and contribute significantly to increased sales volume. The study concluded that promotional offers are effective marketing strategies for enhancing the sales performance of online retailers in South-South Nigeria. It recommended that online retailers should implement sustainable discount policies, strengthen loyalty programmes, regularly evaluate the effectiveness of promotional campaigns, and leverage digital marketing channels to maximize customer participation and improve sales performance.