The Influence Of Sales Promotion On Customer’s Brand Loyalty

Abstract

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 9^th 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 9^th 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.