An examination of the effectiveness of limited-time offers on consumer spending: A study of Shoprite in Kaduna State
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Background of the Study
Limited-time offers (LTOs) create a sense of urgency by setting a short deadline for promotional deals. This strategy leverages psychological triggers, such as fear of missing out (FOMO), to encourage immediate purchases and boost sales (Ibrahim & Yusuf, 2023).
Shoprite, a leading retail chain in Nigeria, frequently employs limited-time offers to attract customers and increase spending. In Kaduna State, these promotions are tailored to local preferences, offering discounts on essential goods and seasonal products (Abubakar & Yusuf, 2024).
Despite the popularity of LTOs, questions remain about their long-term effectiveness, including potential customer fatigue and diminished perceived value over time. This study evaluates the impact of limited-time offers on consumer spending behavior at Shoprite in Kaduna State.
Statement of the Problem
While LTOs are widely used to drive sales, their effectiveness in sustaining consumer spending behavior over time is uncertain. In Kaduna State, factors such as economic constraints, cultural attitudes, and competition may influence the outcomes of these promotions (Okoro & Adekunle, 2024).
This study investigates the relationship between limited-time offers and consumer spending, exploring how Shoprite can optimize this strategy to achieve sustained growth.
Objectives of the Study
- To evaluate the effectiveness of limited-time offers in driving consumer spending at Shoprite in Kaduna State.
- To identify factors influencing consumer responses to LTOs.
- To recommend strategies for enhancing the effectiveness of limited-time promotions.
Research Questions
- How effective are limited-time offers in increasing consumer spending at Shoprite in Kaduna State?
- What factors influence consumer responses to LTOs?
- What strategies can improve the impact of limited-time offers on spending behavior?
Research Hypotheses
- Limited-time offers significantly increase consumer spending at Shoprite in Kaduna State.
- Cultural and economic factors influence consumer responses to LTOs.
- Optimized LTO designs enhance spending behavior and customer satisfaction.
Scope and Limitations of the Study
This study focuses on the effectiveness of limited-time offers at Shoprite in Kaduna State, analyzing their impact on consumer spending behavior. It excludes other promotional strategies or regions and does not address long-term brand loyalty implications.
Definitions of Terms
- Limited-Time Offers (LTOs): Promotional deals available for a short duration to encourage immediate purchases.
- Consumer Spending Behavior: The purchasing habits and patterns of individuals in response to marketing strategies.
- Fear of Missing Out (FOMO): A psychological phenomenon that drives consumers to act quickly to avoid losing opportunities.
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