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IMPACT OF SALES PROMOTION ON CUSTOMERS’ LOYALTY: CASE OF CADBURY NIGERIA’S PLC.

Authors: KABUOH Margret , Odomokwu, , Ogbuanu, , Uwem, E. I

Publication Type: Journal article

Journal: International Journal Of Advanced Research In Statistics, Management And Finance

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Abstract

This study evaluated the impact of sales promotion on customer’s loyalty to Cadbury Nigeria’s products. Both primary and secondary data required for this study were gathered from two sources, the first from a field study and the second from text books, journals and past studies. The population for this study was 195 employees in the marketing and sales department of Cadbury Nigeria plc. Lagos, the sample size derived from the population was 131 but 127 respondents returned their questionnaires. Structured questionnaire was implored for the elicitation of relevant data regarding the respondent’s biodata and study variables. Information generated were analised firstly on percentage and frequency tables and finally hypothesis test was carried out using regression with the aid of statistical package for social science (SPSS). Result indicated there is a significant impact of sales promotion on customers’ loyalty to Cadbury Nigeria’s products: R= 86.2%, R2 = 70.8%. This study recommends that organizations should invest more resources on sales promotion as to capture customers’ loyalty to patronising Cadbury Nigeria Plc products/services.

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KABUOH,M. Odomokwu,,R. Ogbuanu,,B. Uwem,,E.I . (2016). IMPACT OF SALES PROMOTION ON CUSTOMERS’ LOYALTY: CASE OF CADBURY NIGERIA’S PLC., 4 (), 1-1.

KABUOH,M. Odomokwu,,R. Ogbuanu,,B. Uwem,,E.I . "IMPACT OF SALES PROMOTION ON CUSTOMERS’ LOYALTY: CASE OF CADBURY NIGERIA’S PLC." 4, no (), (2016): 1-1.

KABUOH,M. and Odomokwu,,R. and Ogbuanu,,B. and Uwem,,E.I and . (2016). IMPACT OF SALES PROMOTION ON CUSTOMERS’ LOYALTY: CASE OF CADBURY NIGERIA’S PLC., 4 (), pp1-1.

KABUOHM, Odomokwu,R, Ogbuanu,B, Uwem,EI, . IMPACT OF SALES PROMOTION ON CUSTOMERS’ LOYALTY: CASE OF CADBURY NIGERIA’S PLC.. 2016, 4 ():1-1.

KABUOH,Margret , Odomokwu,,R , Ogbuanu,,B.k , and Uwem,,E. I . "IMPACT OF SALES PROMOTION ON CUSTOMERS’ LOYALTY: CASE OF CADBURY NIGERIA’S PLC.", 4 . (2016) : 1-1.

K.Margret O.R O.B.k & U.E. I , "IMPACT OF SALES PROMOTION ON CUSTOMERS’ LOYALTY: CASE OF CADBURY NIGERIA’S PLC." vol.4, no., pp. 1-1, 2016.

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