The Influence Of Sales Promotion On Customer’s Brand Loyalty
Keywords:
Branding, Coca Cola, Pepsi, Sales PromotionAbstract
This research was on the influence of sales promotion on consumer’s brand loyalty using Coca Cola and Pepsi brands soft drinks for the study copies of questionnaire were administered on consumers in three (3) stratified randomly selected areas of 9th Mile Enugu and supplemented with interviews conducted with the sales and marketing managers of Nigerian Bottling Company (NBC) Plc and Seven Up (7up) Bottling Company Plc, manufacturers of Coca Cola and Pesicola respectively in their 9th Mile Enugu plant offices. It was found that sales promotions, while effective in boosting and increasing sales of brands, products or services in the short run have little or no influence on customer’s brand loyalty. Moreover, competitions, sweepstakes, prize/gifts items and free samples or demonstrations are discovered to be the most effective sales promotion strategies in boosting sales in the short run. Among the study’s many recommendations is the need for manufacturers to be conscious of their sales promotion techniques or tools to reflect this winning package so that their desire to boost sales can be easily realized.
References
Anah, S. A. (2009). The Influence of Sales Promotion on Customer’s Brand Loyalty. Journal of Business and Finance (JOBAF), Volume 2, No. 1. February, 2009. ISSN: 1119 – 2399
Baker, M. J. (1974). Marketing: An Introductory Text. Second Edition, Macmillan Press Limited.
Bishop, F. F. (1994). The Economics of Advertising. London: Robert Hale Limited.
Eagle, J. F., Blackwell, R. D. & Kollat, D. T. (1973). Consumer Behaviour. Third Edition Holt Saunders.
Erwing, D. (1958). Effective Marketing Action, New York: Harper and Brothers Publishers. Fagbo A. B. Innovation in Advertising: The Sales Promotion Technique, An Unpublished Bachelor of Arts Thesis University of Benin, Benin City.
Guiltian, J. P. & Paul, G. W. (1982). Marketing Management Strategies and Programme. New York McGraw-Hill Inc.
Hart, N. A. & Connor, J. (1985). The Practice of Advertising in Great Britain: Richard Clay (The Chaucer Press Limited).
Howard, J. A. & Shett, J. N. (1969). The Theory of Buyer Behaviour. New York.
Ikpeze, N. (1997). The Economics of Advertising, in Okigbo Charles’ Edition Advertising and Public Relation, Nsukka. Department of Mass Communications, University of Nigeria.
Jefkins (1980). Advertising made Simple. London; W. H. Allen and Company Limited.
Jefkins, F. (1982). Introduction to Marketing, Advertising and Public Relations. Hong Kong: The Macmillan Press Limited.
Jocoby, J. (1991). “Model of Multi-Brand Loyalty”. Journal of Advertising Research. Volume 11.
Kotler, P. (1994). Marketing Management: Analysis, Planning, Implementation and Control. 8th Edition, New Delhi Prentice-Hall of India Private Limited.
Kuku, A. R. (1998). Conceptualization and Unpublished Master of Communication Arts Dissertation Work, University of Ibadan.
Mc Gregor, E. (1991). Advertising. The English Universities Press, Limited, London. Mathew, Buzzel, Levitt and Frank (1964), Marketing: An Introductory Analysis: McGraw-Hill.
Ndupu, I. (1987). Promotion Takes the Day. Advertisings in Nigeria, Vol. 7 No. 13.
Nigeria Bottling Company (NBC) Plc: Annual Report and Accounts of various issues. Seven-Up Bottling Company Plc. Annual Report and Accounts Various Issues.
Nwachukwu, F. C. (1991). A Psycho-Linguistics Study of Children Interpretation of Selected Television Commercials. An Unpublished Ph.D Thesis University of Benin.
Obilade, T. (1987). Research Methods in Language and Communication. Ibadan: Odusofe Bookstore Limited.
Ogolo, M. B. (1996). Student’s Guide to Writing Research and Project Proposal. Port Harcourt: City-Greeks Publishers.
Stanton, W. J. (1983). Fundamentals of Marketing. 5th Edition, Japan McGraw-Hill Book Company.