IMPACT OF SALES PROMOTION ON CONSUMER BRAND LOYALTY
- Project Research
- 1-5 Chapters
- Quantitative
- Simple Percentage
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 5000
ABSTRACT:- This study is a research of the impact of sales promotion on consumer brand loyalty a study of consumer of star lager beer and Guinnes extra smooth in Aba, metropolis Abia states. This research is undertaken to understand how effective consumers can patronize a product by enhancing sales volume of a company when sales promotions on. Using star lager beer and Guinness extra smooth in Abia metropolis as a study of this research project, the research problems centers on whether consumers will really stick to their brand when other companies (with other brand) are running their sales promotion. Using Aba metropolis as the area of study, and a sample size of 100, it involves the use of questionnaires administered to consumers and staff of both companies including a face to face interview. The data were analyzed using tables while the chi-square statistics was used in testing the research hypothesis formulated. Sales promotion has an impact in shifting consumer brand loyalty, and also it requires special technique. These hypotheses were dully tested by means of Anova.
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