ABSTRACT

The study investigated on the Effect of Promotional Strategy on the Consumer Purchasing Decision Making Process in the Soft Drinks Industry. The objectives of the study are to examine the effect of promotional strategy on consumer buying behavior, to examine the effects of promotional strategy on consumer loyalty and to the impact of promotional strategy on product performance.To achieve the objectives of the study, correlational research design was adopted. A total of 70 questionnaires were administered to the respondents of which 45 were completely filled and returned which represent 64% of the administered questionnaire. The researcher adopted both primary and secondary data in getting the required information. In testing the hypothesis Chi-square Test was used. The findings revealed that there is a significant relationship between promotional strategy and consumer buying behavior, it also revealed that loyalty significantly depend on the influence of promotional strategy. The researcher recommends that companies should embark on promotional strategy in order to communicate effectively to their customers and attract more sales. The researcher also recommends that for an organization to achieve its set of objectives, it must endeavor to maintain customer’s satisfaction and relationship with management.

TABLE OF CONTENTS

Title page                                                                                                                  i

Declaration                                                                                                               ii

Certification                                                                                                             iii

Dedication                                                                                                                iv

Acknowledgements                                                                                                  v

Table of contents                                                                                                      vi

List of tables                                                                                                             ix

Abstract                                                                                                                     x

CHAPTER ONE

INTRODUCTION

1.1 Background of the study                                                                                     1

1.2 Statement of problem4

1.3 Objectives of the study                                                                                       5

1.4 Research Question                                                                                              5

1.5 Research Hypothesis5

1.6 Significance of the study                                                                                    6

1.7Definition of Technical Terms                    6

1.8Limitation of the study                               7

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Conceptual framework 9

2.2 Review of Related Literature 11

2.2.1 Effect of promotional Strategy on Consumer Behaviour 11

2.2.2 Effects of Promotional Strategy on Consumer Loyalty 11

2.2.3 How Promotion Affects Product Performance 12

2.2.4 Historical Background of the 7up Nigeria Bottling Plc 13

2.2.5 Marketing Communication Mix 14

2.2.6 Marketing Communication and Brand Equity 15

2.2.7     Promotion as a Means of Communication 17

2.2.8  Marketing Communication Planning 21

2.3 Integrated Marketing Communication 23

2.4 Promotional Strategies 25

2.5    Effects of Promotional Strategy on Sales 26

2.5.1 Primary Demand Strategies 27

2.5.2 Selective Demand Strategies 27

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design 28

3.2 Area of the study28

3.3 Population of the study                                                                                    28

3.4 Procedure for Sample size29

3.5Data Collection29

3.6 Validity of instrument used30

3.7Methods of Data Analysis 30

CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS

4.1 Data Presentation                                                                                          31

4.2 Test of Hypothesis36

4.3 Discussion of findings38

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings40

5.2 Conclusion                                                                                                   40

5.3 Recommendations41

      References 

      Appendix

LIST OF TABLES

Table 4.1: Distribution of questionnaire and response rate 31

Table 4.2: Distribution of respondents according to age 31

Table 4.3: Distribution of respondents according to educational 

Qualification 32

Table 4.4: Distribution of respondents according to years of services 32

Table 4.5: Distribution of respondents according to Religion 33

Table 4.6: Distribution on Promotional strategy affects consumer 

buying behavior. 33

Table 4.7: Distribution on Promotional strategy affects consumer loyalty 33

Table 4.8: Distribution onpromotional strategy contributes to product performance. 34

Table 4.9: Companies buy promotional products and host promotional 

events as a technique of marketing communication. 34

Table 4.10: Adopting marketing communication techniques

 is both time and finance consuming 35

Table 4.11: Raising awareness of your product in your target

 market is one of the strategies of marketing communication 35