Influence of Promotional Mix Strategies on Consumer Buying Behavior

CONTRIBUTION OF PROMOTIONAL MIX STRATEGIES ON CONSUMER BUYING BEHAVIOR OF SEED CO MALAWI PRODUCTS: Case of Chitsime EPA, Lilongwe. A research report submitted to Lilongwe University of Agriculture and Natural Resources in partial fulfillment of the requirements of the BSc degree in Agricultural Enterprise Development and Micro-finance. The study, sought to look at influence of promotion mix strategies on the consumer buying behavior of Seed Co Malawi products It was carried out in Lilongwe rural, Chitsime EPA. 60 smallholder farmers were sampled and interviewed using a semi-structure questionnaire. SPSS and Excel were used for data analysis. The study findings and analysis found out that Seed Co Malawi mostly used demonstration plots and advertisements to create customer awareness and influence them to buy the products. In entire study of the project, it was observed that the promotion strategies practiced by Seed Co Malawi had a significant positive influence on the consumer behavior of the customers.