ABSTRACT

This study was on impact of marketing mix on patronage of consumer goods of PZ Pic Aba, Abia State, Nigeria. The specific objectives includes to determine the socio-economic characteristics of the respondents, the effect of product quality on consumer patronage, whether effective promotional strategy enhances the customer patronage of PZ products, examine the effect of the distribution channels on the patronage of consumer goods of PZ and the effect of price, customer base on promotional strategy on market share of PZ Pic, Aba. Simple random sampling technique was used in the selection of 40 respondents. Primary data was used in this, study. This was achieved through the use of structured questionnaire. The study shows that majority of the respondents were males, young, energetic and innovative. In addition, the study shows that respondents were married, educated, with the reasonable years of marketing experience and large family size. Moreso, the study reveals that there is a positive effect of product quality on consumer patronage. Since the mean values were above 2.5. Furthermore, promotional strategy enhances consumer patronage of PZ products since the mean values were greater than 2.5. Amount spent on promotions amount spent on labour, rent, taxation and amount realized had significant variables effects on distribution channel adopted. Customer base and promotional strategy had significant effect on market share while price do not. This could be due to the market conditions. It is recommended that marketers of PZ should adopt distribution channel that is convenient and cost effective and Promotional strategy that yield the best rctufns should be adopted by marketers. It is also recommended that PZ and relevant authorities should find a better way to reduce the burden oftaxation and other costs on the marketers as this measure would help increase the number of marketers and improve overall wellbeing ofthe marketers