THE INFLUENCE OF SALES PROMOTION ON CONSUMERS BRAND LOYALTY IN THE SOFT DRINKS INDUSTRY (A Case Study of Nigerian Bottling Plc, Owerri)
ABSTRACT
This project is designed to give an insight on the influence of sales promotion on consumers brand loyalty with reference to Nigeria Bottling Company Plc (WBC) Owerri. Based on the above purpose, some literatures were reviewed to enlighten on the meaning of sales promotion, on the meaning of sales promotion, including the steps necessary for its initiation an adoption. More concise and comprehensive information were gathered through primary and secondary data which help to elaborate more on this project topic. On the area of population and determining of sample size, survey research methods were adopted 60 questionnaires were distribute to the management , employees and customers of the firm. Data collected were analyzed and the following findings were made, that there is significant relationship between sales promotion and consumers brand loyalty. The findings also indicates that, there is significant relationship between consumer complaints and the nature of such complaints. Finally, the findings were summarized and the following recommendations were made; that the firm should embark on sales promotion. They should also adhere to their customer’s complaints, they should ensure that they produce product of higher quality, they should also ensure that they handle sales promotional programmes as an appropriate and acceptable marketing strategies in pursuance of their targets.
TABLE OF CONTENT
Title page – – – – – – – – – i
Approval Page – – – – – – – – ii
Dedication – – – – – – – – iii
Acknowledgement – – – – – – – iv-v
Abstract – – – – – – – – – vi
Table of contents – – – – – – – vii-ix
CHAPTER ONE
1.0 Introduction – – – – – – – 1
1.1 Background of the Study – – – – – 2-5
1.2 Statement of the Problem – – – – 6
1.3 Objectives of the Study – – – – – 7
1.4 Research Question – – – – – – 8
1.5 Significance of the Study – – – – – 8
1.6 Scope of the Study – – – – – – 9
1.7 Limitation of Sales Promotion – – – – 10
1.8 Definition of the Terms – – – – – 11
CHAPTER TWO
2.0 Literature Review- – – – – – – 12
2.0 Introduction – – – – – – – – 12
2.1 The Definition of Sales Promotion – – – 13
2.2 Consumers Brand Loyalty – – – – 14-15
2.3 Schemes That reach Consumer Directly – – 16-18
2.4 Reasons for the Growth of Sales Promotion – 19-20
2.5 Problems SOLVED THROUGH Sales Promotion – 21
2.6 Planning and Develop Designing of the Sales
Promotion Programme – – – – – 22
2.6 Objectives of sales Promotion – – – – 23
References – – – – – – – 25
CHAPTER THREE
3.0 Research Design and Methodology – – – 26
3.1 Introduction – – – – – – – 26
3.2 Research Design – – – – – – 27
3.3 Source of Data – – – – – – – 27
3.4 Population And sample Size – – – – 28-29
3.5 Sample Techniques – – – – – – 30
3.6 Validity And reliability of Measuring Instrument 30-33
CHAPTER FOUR
4.0 Presentation and Analysis of Data – – – 33
4.1 Introduction – – – – – – – 34
4.2 Presentation of data – – – – – – 34
4.3 Analysis of Data – – – – – – 35-39
4.4 Interpretation of Results – – – – – 40-41
CHAPTER FIVE
5.0 Summary of Finding, Conclusion and – –
Recommendations – – – – – 42
5.1 Introduction – – – – – – – 43
5.2 Summary of Findings – – – – – 43
5.3 Conclusion – – – – – – – 44
5.4 Recommendation – – – – – – 45-45
References – – – – – – – 47-48
Appendix – – – – – – – – 49
Questionnaires – – – – – – – 50-54
CHAPTER ONE
- INTRODUCTION
One of the major marketing strategies used by companies to build up, encourage and reinforce brand loyal behavior is “Sales promotion” Over the years, most companies spend huge amount of money on advertising and promotion for a number of reasons, most importantly to influence customers to buy, to increase and maintain brand preference and loyalty, and consequently to have high returns. The question that these study sought answers to are that, does the huge amount of money spent on sales promotion worth it, are the consumer affected by the various method of promotion, does sales promotion really influence consumer’s brand preference. Extensive literature review was conducted on the influence of sales promotion on consumer’s brand preference and related topics. Literatures were reviewed generally on the principles of marketing, marketing concept, sales promotion and principles of consumer’s behavior, advertising. The study is based on descriptive and inferential ( chi- square) analysis of 50 consumers and 35 dealers surveyed through structure of questionnaires. The results obtained were presented and managerial implications were discussed. It was found from this study that majority of the consumers agreed that advertising and sales promotion influenced them to buy, that it make difference if the product is advertised and that should continue. Larger part of the dealers also claimed that their sales increase when ever there is advertising or major promotional effort on the product. It was however found out from this study that as important as “advertising and sales promotion” is, it is not the only factors that make consumers to buy. Consumers would consider taste and price before taking the final decision to purchase the product.
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