EFFECT OF MARKETING STRATEGY ON THE CONSUMER SATISFACTION IN YOLA ELECTRICITY DISTRIBUTION COMPANY (YEDC) YOLA

ABSTRACT The general objective of this study is to determine the Effect of Marketing Strategy on the Consumer of YEDC in Yola, Adamawa State Adamawa State. Some of the specific objectives of this study are: to examine the effect of sales promotion on consumer satisfaction of YEDC in Yola, Adamawa State, to evaluate the effect of advertisement on consumer satisfaction of YEDC in Yola, Adamawa State and to determine the effect of personal selling on consumer satisfaction of YEDC in Yola, Adamawa State, The population of this study is 2374, sample size 387, The sampling size purposely used for this study is determined by the Yaro Yamani‘s formula, Therefore to computer a sample size “n” which shall be representative of all confidence limit or 0.05 significant level by using Taro Yamani’s formula, Data were collected from two main sources namely: Primary source: These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation closed ended questionnaire or as experiment; the researcher has adopted the questionnaire method for this study, The major research instrument used is the questionnaires. This was appropriately moderated. The questionnaire is a list of questions or statement designed to generate data in a survey studies in other to achieve research studies which provides the question and structure for obtaining data questionnaire distributed, The analytical tools and model used in data analysis is correlation and regression techniques and the recommendation of this study are management of YEDC production should do more about sales promotion strategies because incentive to sales force count a lot on the effort of sales personnel to sales more and more quantity and the management of YEDC should’ encourage or invest more in advertisement program because most of consumers of YEDC are influenced to buy more through advertise.