EFFECT OF MARKETING MIX ON PATRONAGE OF EKITI STATE UNIVERSITY WATER FACTORY

The study examined the effect of marketing mix on patronage of Ekiti State University Pure Water Factory in Ado Ekiti. The specific objectives are to: determine the effect of product strategy on patronage; examine the effect of price strategy on patronage; determine the effect of placing strategy on patronage; evaluate the effect of promotional strategies on patronage. A descriptive survey research design was adopted for the study. The entire consumers Ekiti State University Pure Water Factory in Ado-Ekiti form the study population. The sample size was 109 which were randomly selected. Primary data used for the study were gathered through structured questionnaire. Questionnaire was used to elicit information from the target respondents. Data gathered were analyzed using regression model. The result showed that product strategy positively affect patronage as it was significant on patronage (R=0.443, t=5.367 < 0.05); it further showed that price strategy affects patronage as it was significant on patronage (R=0.601, t= 9.987 < 0.05); furthermore, it showed that placing strategy affect patronage positively as it was significant on patronage (R=0.419, t=3.890 < 0.05) and finally, it showed that promotional strategy affect patronage positively as it was significant on patronage (R=0.553, t=6.695 < 0.05). Thus, it concluded that marketing strategy positively affects patronage.