EFFECT OF SALES PROMOTION STRATEGIES ON CUSTOMER PATRONAGE

ABSTRACT

This study is to examine the effect of sales promotion strategies on customer patronage. It also examine the effect of Price reductions on customer patronage, determine the effect of extra product packs on customer patronage, ascertain the relationship between Advertising and publicity designed and customer patronage, and also find out the extent to which promotional strategy affect customer patronage Both consumers and workers in 7up company limited, Benin City, Ugbowo branch were selected. 80 questionnaires will be administered to the dealers/retailers and final consumers within the Benin City. inferential statistics will be used to carry out chi-square and ANOVA table with the use of SPSS (social study statistical tools). The finding showed that there is an effect of Price reductions on customer patronage, extra product packs was found to have effect on customer patronage, relationship was found between Advertising and publicity designed and customer patronage, but Promotional strategy does not have effect on customer patronage. The study recommend that manager of an organization/business owners showed pay their attention toward Price reductions.