IMPACT OF SALES PROMOTION STRATEGIES ON CUSTOMER PATRONAGE OF BREWERIES PRODUCT
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ABSTRACT
This projected is concerned with the impact of sales promotion strategies on customers patronage of Breweries Industry. Nigerian Brewery Plc was selected as a case study. It is argued that customers of consumer goods exhibit various attitudes and behaviour toward the product rendered to them. Hence it is not just enough for a manufacturer to product and expect consumers will come and buy their product without considering what they will benefit from it. It is further argued that manufacturers are faced with problems of product substitutes and competition for these reasons many manufacturers now make attempts to simulate and try to win customers loyalty in increasing market share by the use of sales promotional tools, therefore, sales promotion is inevitable. A survey research design was employed. The study made use of 115 respondents. Data was analyzed using Multiple Regression Analysis. The findings revealed that both dependent and independent variables (price, pack, contest and coupons) had significant effect on customer patronage. Finally, the study concluded that sales promotion has significant effect on customer patronage of breweries products. Based on the results of the study and conclusions, the following recommendations are made: In as much as sales promotion is a key element in the advancement of Brewer industry, tools selected should be sustained overtime while being flexible due to economic instability so as to avoid downward fluctuations in their profit margin.
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