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Impact of sales promotion on consumer brand loyalty [a case study of consumers of star larger beer and Guinness extra smooth in aba metropolis]
IMPACT OF SALES PROMOTION ON CONSUMER BRAND LOYALTY(A Case Study Of Consumers Of Star Larger Beer And Guinness Extra Smooth In Aba Metropolis )
ABSTRACT
This study is a research of the impact of sales promotion on consumer brand loyalty a study of consumer of star lager beer and Guinnes extra smooth in Aba, metropolis Abia states. This research is menth to understand how effective consumers can patronize a product by enhancing sales volume of a company when sales promotions on. Using star lager beer and Guinness extra smooth in Abia metropolis as a study of this research project, the research problems centers on whether consumers will really stick to their brand when other companies (with other brand) are running their sales promotion.
Using Aba metropolis as the area of study, and a sample size of 35, it involves the use of questionnaires administered to consumers and staff of both companies including a face to face interview. The data were analyzed using tables while the chi-square statistics was used in testing the research hypothesis formulated. Sales promotion has an impact in shifting consumer brand loyalty, and also it requires special technique. These hypotheses were dully tested by means of chi-square.
Using Aba metropolis as the area of study, and a sample size of 35, it involves the use of questionnaires administered to consumers and staff of both companies including a face to face interview. The data were analyzed using tables while the chi-square statistics was used in testing the research hypothesis formulated. Sales promotion has an impact in shifting consumer brand loyalty, and also it requires special technique. These hypotheses were dully tested by means of chi-square.
TABLE OF CONTENT
Cover Page
Approval Page
Dedication
Acknowledgement
Abstract
Table Of ContentCHAPTER ONE
1.0 INTRODUCTION
1.1 Background Of The Study
1.2 Background History Of The Firm
1.3 Statement Of Problem
1.4 Objectives Of The Study
1.5 Research Question
1.6 Research Hypothesis
1.7 Significance Of The Study
1.8 Scope (Delimitation) Of The Study
1.9 Definition Of Terms
Reference
Approval Page
Dedication
Acknowledgement
Abstract
Table Of ContentCHAPTER ONE
1.0 INTRODUCTION
1.1 Background Of The Study
1.2 Background History Of The Firm
1.3 Statement Of Problem
1.4 Objectives Of The Study
1.5 Research Question
1.6 Research Hypothesis
1.7 Significance Of The Study
1.8 Scope (Delimitation) Of The Study
1.9 Definition Of Terms
Reference
CHAPTER TWO
2.0 REVIEW OF LITERATURE
2.1 Historical Background Of Sales Promotion
2.2 Definitions Of Sales Promotion
2.3 Objectives And Aim Of Sales Promotion
2.4 Qualities Of Sales Promotion
2.5 Reasons For The Increase In Sales Promotion
2.6 Sales Promotion Tools
2.7 Difference Between Advertising And Sales Promotion
2.8 Sale Promotion As Brand Builders
2.9 Brand Loyalty
Reference
CHAPTER THREE
3.0 RESEARCH METHODOLOGY
3.1 Area Of Coverage
3.2 Research Design
3.3 Sources Of Data
3.4 Population Of The Study
3.5 Determination Of Sample Size
3.6 Sample Method And Procedure
3.7 Description Of Data Analysis Techniques
3.8 Assumptions And Limitations
Reference
CHAPTER FOUR
4.0 DATA PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
4.1 Introduction
4.2 Questionnaire Distribution And Collection
4.3 Data Presentation And Analysis
4.4 Test Of Hypothesis
CHAPTER FIVE
5.0 SUMMARY OF FINDING, CONCLUSION AND RECOMMENDATION
5.1 Summary Of Findings
5.2 Conclusion
5.3 Recommendation
Bibliography