The Effect of Sales Promotion as a Tool for Achieving Customers Brand Loyalty in the Table Water Industry
CHAPTER ONE
OBJECTIVES OF THE STUDY
The purpose of this study is to generally appraise the promotional programmes of vinuela table water with a view to determining how effective management of its sale promotional programmes can help it achieve customers brand loyalty. The other specific objectives are as follows:
- to appraise the sales promotional programmes of vinuela table water.
- to identify the defects in the current sales promotional programmes of vinuela table water.
- to identify the problems militating against effective sales promotional programmes of vinuela table water.
- to establish the relationship between effective sales promotional programmes of vinuela table water and cus6tomers loyalty.
- to determine how effective sales promotion strategies of vinuela table water can bring about increased market share.
- to also establish how vinuela table water can use sales promotion to improve it’s customer service and also achieve customer satisfaction.
- To recommend the most appropriate sales promotion programmes that will result in customer loyalty and increased market share.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Theoretical review
Brand equity plays a very significant role in the understanding of the objectives, mechanisms and net impact of the holistic impact of marketing (Reynolds & Phillips, 2005). In this circumstance, it is not astonishing that measures capturing facets of brand equity have become part of a set of marketing performance indicators (Ambler, 2003). Brand equity theory and its measurement has an extensive scope of adherents, both from academic and practitioner perspectives, that collectively share what can be described as a “black box” orientation (Reynolds & Phillips, 2005). The conceptualizations of consumer-based brand equity theory are mainly derived from cognitive psychology and information economics. The dominant stream of research has been grounded in cognitive psychology- focusing on memory structure (Aaker, 1996; Keller, 2001). Aaker (1999) identified the conceptual dimensions of brand equity theory as brand awareness, brand associations, perceived quality, brand loyalty, and other proprietary brand assets such as patents, trademarks and channel relationships. As with advertising and other marketing phenomena, a number of different theoretical mechanisms and perspectives have been brought to bear in the study of branding. Although there are a number of industry perspectives that highlight important concepts and relationships with respect to branding and brand management, the three main streams of academic research that have formally defined or conceptualized brand equity are consumer psychology, economics and sociology. The sections below look at these three approaches in detail.
Brand Equity theory
In the late 80’s there was sufficient rise in the value based management philosophy whereby brand equity has been developed as one of the key philosophies throughout management theory and practice (Gonul & Srinivasan, 1996). However the need for a conclusive brand equity innovation has transpired to the various developments of different types of brand equity models. Currently there exists over three hundred different models worldwide (Amirkhizi, 2005). Many of these models have focused attention towards the buyer (Aaker & Joachimsthaler, 2000). However, this study focused on the consumer-based brand equity by Aaker, (1991) and Keller (1993; 2003), whose study findings indicate the differential effect brand knowledge has on consumer choices. Keller (2003) asserts that marketers need to build a brand in a series of four steps. Firstly, markets ought to comprehend how each and every consumer is able to identify the brand that satisfies their needs, which in most cases is operationalized as awareness.
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought to the effect of sales promotion as a tool for achieving customers brand loyalty in the table water industry
Sources of data collection
Data were collected from two main sources namely:
(i)Primary source and
(ii)Secondary source
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 questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.
Secondary source:
These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.
Population of the study
Population of a study is a group of persons or aggregate items, things the researcher is interested in getting information on the effect of sales promotion as a tool for achieving customers brand loyalty in the table water industry. 200 staff of Vinuela table water, Abia state was selected randomly by the researcher as the population of the study.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
DATA ANALYSIS
The data collected from the respondents were analyzed in tabular form with simple percentage for easy understanding.
A total of 133(one hundred and thirty three) questionnaires were distributed and 133 questionnaires were returned.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain the effect of sales promotion as a tool for achieving customers brand loyalty in the table water industry. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of sales promotion as a tool for achieving customers brand loyalty in the table water industry
Summary
This study was on the effect of sales promotion as a tool for achieving customers brand loyalty in the table water industry. Seven objectives were raised which included: to appraise the sales promotional programmes of vinuela table water, to identify the defects in the current sales promotional programmes of vinuela table water, to identify the problems militating against effective sales promotional programmes of vinuela table water, to establish the relationship between effective sales promotional programmes of vinuela table water and cus6tomers loyalty, to determine how effective sales promotion strategies of vinuela table water can bring about increased market share, to also establish how vinuela table water can use sales promotion to improve it’s customer service and also achieve customer satisfaction and to recommend the most appropriate sales promotion programmes that will result in customer loyalty and increased market share. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staffs of Vinuela table water. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made up manager, production manager, marketer and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
The results of this particular study are quite relevant with those similar studies (Nagar, 2009). The summary of the results can be concluded that the sales promotion increases the consumer loyalty and as the sales promotion expenditures increases so does the consumer loyalty. In practicality, this increasing trend has also opened many dimensions of customer response. The consumers are more prone to sales promotion and exhibit switching behavior to other to take the advantage of the promotional discounts. As the results also indicate that, the monetary savings have high impact on the consumer loyalty as compare to the other factors. But it does not mean that tendency of being loyal or switch between the networks is due to the quality of services during the time period of sales promotion.
Recommendation
- That manufacturers and sellers should continue apply price promotion, bonus and free sample because of their robustness influence on consumer loyalty.
- Manufacturers also need to pay more attention to their customers in order to understand their needs and expectations as well and to keep in touch with them.
- Customer’s satisfaction surveys should be conducted in a systematic and continues way.
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