THE EFFECT OF SALES PROMOTION STRATEGIES ON CUSTOMER PATRONAGE OF BREWERIES PRODUCTS
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- NGN 3000
ABSTRACT
This study was carried out to examine the effect of sales promotion strategies on customer patronage of breweries products using Nigerian Breweries Plc Kaduna consumers within confines of Unwar Television in Chukun Local Government Area of Kaduna as a case study. Specifically, the studywas aimed at highlighting the prospect and importance of sales promotion in an organization; highlight the role of sales promotion and also recommend on measures to be used in order to improve on sales performance of an organization; examine how the company creates awareness and the impact of sales promotion in the Brewery Industry; assess the contribution and efforts of sales promotion to improve the sales of an organization. The study employed the survey descriptive research design. A total of 100 responses were validated from the survey. From the responses obtained and analysed, the findings revealed that The prospect and importance of sales promotion in to Nigerian Brewery Plc are: to boost sales of a product by creating demand, To improves the performance of middlemen, To serve as a supplement to advertising and personal selling, To boost consumer demand, and To boost trade demand. Also, The role of sales promotion to to Nigerian Brewery Plc are: For Production Differentiation , To Attract Customers, To Increasing Market Share, and For New Product Introduction. Also, Nigerian Brewery Plc create awareness Through Guest blog for other sites; Through social media presence; Through podcast; Through brand partnerships; By giving product away for free; Through advertising; and Through Facebook and Instagram ads. The study therefore recommend Nigerian Breweries Plc. should utilize the sales promotion strategy in order to determine the degree to which sales promotion improves sales volume of Nigerian Breweries Plc. because advertising and personal selling are relatively utilized.
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