The influence of sales promotion on consumers brand loyalty in the soft drink industry – case study of Nigerian Bottling Company plc, Owerri

Description

Abtract

The influence of sales promotion on consumers brand loyalty in the soft drink industry – case study of Nigerian Bottling Company plc, Owerri. This project is designed to give an insight into the influence of sales promotion on consumers’ brand loyalty with reference to Nigerian Bottling Company Plc (WBC) Owerri. Based on the above purpose, some literatures were reviewed to enlighten on the meaning of sales promotion including the steps necessary for its initiation and adoption. More concise and comprehensive information was gathered through primary and secondary data which help to elaborate more on this project topic. On the area of population and determining sample size, survey research methods were adopted, 60 questionnaires were distributed to the management, employees and customers of the firm. Data collected were analyzed and the following findings were made that there is a significant relationship between sales promotion and consumers’ brand loyalty. The findings also indicate that there is a significant relationship between consumer complaints and the nature of such complaints. Finally, the finings were summarized and the following recommendations were made, that the firm should embark on sales promotion. They should also adhere to their customers’ complaints, they should ensure that they produce products of higher quality, and the firm also ensure that they handle sales promotional programmes as appropriate and acceptable marketing strategies in pursuance of their targets.