The Impact of Promotional Strategies on Customer Attraction in the Retail Sector: A Study of Shoprite in Bauchi State
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Background of the Study
Promotional strategies are essential tools for driving customer attraction and boosting sales in the competitive retail sector. Techniques such as discounts, loyalty programs, and advertising help retailers like Shoprite stand out in crowded markets, especially in emerging economies like Nigeria (Robbins & Judge, 2023).
In Bauchi State, Shoprite utilizes various promotional strategies to appeal to diverse customer segments and increase foot traffic. However, the effectiveness of these initiatives in achieving sustained customer attraction remains underexplored (Ahmed & Musa, 2024).
This study examines how promotional strategies employed by Shoprite impact customer attraction, with the aim of identifying best practices for retail success.
Statement of the Problem
Despite the use of promotional strategies, Shoprite in Bauchi State experiences challenges such as inconsistent customer turnout, limited awareness of promotions, and high competition from local retailers. These issues reduce the effectiveness of promotional efforts in attracting and retaining customers (Bello & Adamu, 2025).
This study evaluates the effectiveness of Shoprite’s promotional strategies and suggests improvements to enhance customer attraction.
Objectives of the Study
- To analyze the promotional strategies employed by Shoprite in Bauchi State.
- To evaluate the impact of these strategies on customer attraction.
- To recommend strategies for improving promotional efforts to boost customer attraction.
Research Questions
- What promotional strategies are used by Shoprite in Bauchi State?
- How do these strategies impact customer attraction?
- What strategies can enhance the effectiveness of promotions in customer attraction?
Research Hypotheses
- Promotional strategies do not significantly impact customer attraction.
- Customer engagement is not significantly influenced by promotional strategies.
- Proposed strategies do not significantly improve promotional effectiveness.
Scope and Limitations of the Study
This study focuses on the promotional strategies of Shoprite in Bauchi State, analyzing their role in customer attraction. It excludes non-retail sectors and other factors affecting customer behavior. Limited access to promotional campaign data may limit the scope.
Definitions of Terms
- Promotional Strategies: Marketing efforts designed to increase customer awareness and sales.
- Customer Attraction: The ability to draw new customers to a business.
- Shoprite: A leading retail chain operating in Nigeria.
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