ABSTRACT

This study was carried out to examinemarketing mix and customers’ loyalty in Benin City, Edo State. In order to actualize the objectives of the study, various literature and theoretical issues were discussed. The instrument used for the purpose of this research was the primary research instrument (questionnaire). The mass of information generated from the questionnaires was summarized in form of table and analyzed using frequency, simple percentage and mean. The researcher administered two hundred (200) questionnaires to respondents, out of same number (200) were retrieved for the purpose of presenting and analyzing responses to issues raised in the questionnaires. The hypotheses were tested using the regression analysis statistical tool.

The findings from the analysis revealed among other things that; there was a significant relationship between product and customer loyalty. Also, the study revealed that price does not have a significant relationship on customer loyalty. Furthermore, the study revealed that there was a positive and significant relationship between promotion on customer loyalty. Finally, the study revealed that there was a significant relationship between place and customer loyalty.

The study recommends amongst others that; consumer goods store should ensure that their products meet customers’ specification as such would ensure the continuous satisfaction of their customers and hence retain loyal customers while converting new customers into loyalty status; consumer goods store must maintain a price that reflects to their products’ quality, that is, customer should get the value for their money; and consumer goods store operators should offer something valuable to customers in service interaction process, such as reward and promotional offers, in order to gain customer satisfaction and trust, which are expected to enhance customer loyalty.