CUSTOMER LOYALTY AND SALES PROMOTION OF NIGERIAN BREWERY

https://doi.org/10.5281/zenodo.10814693

Authors

  • Chika Clara Anugwu Department of Entrepreneurship Studies Nnamdi Azikiwe University, Awka
  • Chizoba Bonaventure Okolocha Department of Entrepreneurship Studies Nnamdi Azikiwe University, Awka

Keywords:

Customer loyalty, Cooperate image, behavioural, Sale promotion

Abstract

The study examined the association between customers’ loyalty and the sales promotion of Nigerian Brewery. Survey research was employed for the study. Data for the study were generated from the questionnaire administered to the respondents (staff of the Brewery). The hypotheses were tested using Pearson’s Product Moment Correlation Coefficient at 0.05 level of significance with aid of Statistical Package for Social Sciences (SPSS), version 20.0. Findings of the study revealed that there is a significant relationship between corporate image loyalty and sale promotion of Nigerian Brewery. It was also found out that a significant relationship exist between behavioural loyalty and sale promotion of Nigerian Brewery. Based on the findings, the study recommended among others, that strategies that boost emotional loyalty, such as product adverts should always strive to be in line with product functionality; and salespeople should always be encouraged to base arguments on actual product functions, not fictitious claims.

Published

2024-03-13

How to Cite

Anugwu , C. C. A., & Okolocha, C. B. O. (2024). CUSTOMER LOYALTY AND SALES PROMOTION OF NIGERIAN BREWERY. International Journal of Interdisciplinary Research in Marketing and Management (IJIRMM), 11(1), 34–46. https://doi.org/10.5281/zenodo.10814693

Issue

Vol. 11 No. 1 (2024): January-March

Section

Original Peer Review Articles
Copyright & Licensing

Copyright (c) 2024 International Journal of Interdisciplinary Research in Marketing and Management (IJIRMM)

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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