SOCIAL MEDIA ADVERTISING AND CUSTOMER PATRONAGE OF DE-CHOICE MALL UYO METROPOLIS AKWA IBOM STATE
Abstract
This study was carried out to examine the relationship between sales promotion and consumer patronage of products of Champion breweries in Uyo Metropolis. Specifically, the study sought; to examine the relationship between free sample and consumer patronage of Champion Breweries in Uyo Metropolis, to ascertain the relationship between discount and consumer patronage of Champion Breweries in Uyo Metropolis and to determine the relationship between coupon and consumer patronage of Champion Breweries in Uyo Metropolis. The study employed cross sectional survey method to collect data from 384 residents of Uyo Metropolis. The instrument for data gathering was a structure questionnaire designed in line with the objective of the study. The data collected were analyzed using frequency tables, simple percentages, and chi square analysis was used in testing the hypotheses. Findings from data collected revealed that; there is a significant relationship between sales promotion and consumer patronage of Champion Breweries products in Uyo Metropolis. Also it revealed that there is a significant relationship between free sample and consumer patronage of Champion Breweries in Uyo Metropolis, there is a significant relationship between discount and consumer patronage of Champion Breweries in Uyo Metropolis and that there is a significant relationship between coupon and consumer patronage of Champion Breweries in Uyo Metropolis. The study recommended among others; that, Champion breweries should continuously give free samples to their customers to attract patronage, the company should ensure that good percentage of discount is given to their customers to encourage patronage etc.
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