PROMOTION AS MANUFACTURER STRATEGIES FOR CONSUMER LOYALTY (A CASE STUDY OF COCA-COLA COMPANY IN PH)
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ABSTRACT
This study examines Promotion as a manufacturing technique for consumer loyalty (a case study coca-cola company in pH). The study population consists of 200 Coca-Cola employees in the state of Port Harcourt. The researcher utilized questionnaires as the data gathering instrument. Using a descriptive survey research design, this study was conducted. The study utilized 133 respondents who were production managers, marketers, senior employees, and junior staff. The acquired data were tabulated and evaluated using straightforward percentages and frequencies.
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FIRST PART
INTRODUCTION
Background of the study
In past years, sales promotion has not gained popularity. However, its growth in recent years has been so rapid. This quick growth has prompted us to investigate the effect of sales promotion on consumer loyalty, with a particular focus on Coca-Cola. Sales promotion is a sort of indirect aimed to promote immediate action. It is one of the variables in the promotional mix that an organization employs to stimulate customer purchasing and dealer effectiveness, such as displaying, shows, exhibitions, demonstrations, coupons, contests, premiums, samples, trade allowance, and other routine selling efforts that are typically of a short-term nature. According to Kotler (2013), sales promotion is a promotional activity or content that acts as a direct inducement for resellers, salespeople, and consumers. It provides further incentive or value to purchase or sell the procedure. A variety of techniques employed to engage the buyer.
Coca-Cola Company’s production in Port Harcourt is conducted solely through franchising, which entails selling its product as it is to all consumers, with no modifications to marketing, advertising, flavor, or promotional activities. In addition, the study of sales promotion as a component of the promotional mix has been unfortunate in both the academic study of marketing and coca-cola. However, a significant role in the success of marketing consumer goods is unfavorable; therefore, it is imperative that this study bring these issues to the attention and grasp of Coca-Cola Company.
(Nijs, Dekimpe, Steenkamps, and Hanssens, 2001) Sales promotion influences numerous elements of consumers’ buying decisions, including brand choice, purchase time, quantity, and brand switching; consumers’ price sensitivity (Bridges, Briesch and Yim, 2006).
However, it has not been thoroughly investigated whether sales promotions can lessen the impact of consumer loyalty and purchase behavior. Despite widespread interest in the connection between sales promotion and purchasing behavior, the majority of research of this type concentrate on the impact of sales promotions on decision at the time they are presented (DelVecchio, Henard, Freling, 2006). Few researchers have examined the delayed effect of sales promotions on brand choice and the subsequent purchasing behavior once the promotion campaign has ended.
There can be both monetary and non-monetary sales promotions. These sorts provide consumers both utilitarian and hedonic rewards. Utilitarian benefits include quality, shopping convenience, time and effort savings, and cost savings (Luk and Yip, 2008). Alternatively, hedonic advantages correspond to value expression, exploration, amusement, internal stimulation, and self-esteem (Chandon, Wansink and Laurent. 2000). According to Luk and Yip (2008), monetary promotions are incentive-based and transactional in nature, providing clients with immediate rewards and utilitarian benefits. Non-monetary promotions generate hedonic advantages, but utilitarian benefits are diminished (Kwok and Uncles, 2005).
This study was therefore conducted to assess promotion as a manufacturing strategy for consumer loyalty.
1.2 DESCRIPTION OF THE PROBLEM
The issue with product planning and tactics to expand market share are as follows:
The planning and development of new products is a method for boosting consumer loyalty.
There are further methods for increasing consumer loyalty.
Any manufacturing company’s survival is typically contingent on its manufacturing planning and development strategy.
PURPOSE OF THE STUDY
The following agreed-upon objectives will steer this study:
To determine if Coca-Cola Company conducted a sales promotion.
To understand the nature and scope of the firm’s sales promotion efforts.
To determine whether sales promotion efforts impact consumer loyalty.
To determine which promotional methods produce the intended effect in terms of consumer loyalty.
To determine whether consumers have complaints regarding the sales promotion and the substance of those complaints.
To determine how the company handled consumer complaints, if any.
1.4 RESEARCH QUESTION
Does coca-cola firm begin on sales promotion?
What is the nature and scope of the organization’s sales promotion efforts?
Do promotional efforts impact consumer loyalty?
Which promotional tactics have the intended effect with regard to consumer loyalty?
Are people unhappy with the sales promotion?
How does the organization respond to organizational complaints?
1.5 Importance of the Research
This type of research is important because it facilitates the development of a thorough analysis and evaluation of the effect of sales promotion on consumer loyalty adopted by Coca-Cola, and it will also be of value to upcoming organizations that may wish to engage in sales promotion activities, enabling them to realize their intended goals.
This study also seeks to determine which sales promotion tactics tend to be the most effective in motivating and securing customers’ active engagement.
Finally, the following parties will gain from this research:
Manufactures \sMarketers \sscholars
1.6 RADIUS OF STUDY
The scope of the study includes Promotion as a manufacturing tool for customer loyalty strategies (a case study coca-cola company in pH).
1.7 LIMITATION OF THE STUDY
The researcher faces a constraint that restricts the study’s scope;
a) AVAILABILITY OF RESEARCH MATERIAL: The researcher has insufficient research material, consequently limiting the scope of the investigation.
b) TIME: The time allotted for the study does not allow for a broader scope because the researcher must mix it with other academic activities and examinations.
Financial limitation – Inadequate funds tend to impede the researcher’s efficiency in locating relevant resources, literature, or information and in collecting data (internet, questionnaire and interview).
1.8 DEFINITION OF TERMS
Consumer: the product’s final user
Personal selling is a method in which a salesman works one-on-one with a customer to match a product to her requirements.
Consumer loyalty is a name, word, sign, symbol, or design, or a combination thereof, that distinguishes and differentiates the goods or services of one seller or group of sellers from those of competitors.
Advertising is a paid type of impersonal communication of a concept, product, or service that is disseminated through mass media such as television, radio, and newspapers.
A strategy is a high-level plan to attain one or more objectives under uncertain conditions. In the meaning of the “art of the general,” which comprised tactics, siegecraft, logistics, etc.
Promotion is any marketing communication meant to inform or persuade target audiences of the relative benefits of a product, service, brand, or issue. The purpose of promotion is to enhance brand recognition, generate sales, and foster brand loyalty.
Manufacturing is the manufacture of products for use or sale utilizing labor and machines, equipment, chemical and biological processes, or formulation; it is the core of secondary industry.
1.9 STRUCTURE OF THE STUDY
This study project is divided into five chapters for simple comprehension: The introduction comprises the (overview, of the study), historical context, description of the problem, aims of the investigation, research hypotheses, relevance of the study, scope and limitations of the study, definition of words, and historical context of the study. The second chapter focuses on the theoretical framework upon which the investigation is based, therefore the literature review. The third chapter discusses the study’s research strategy and methodology. Chapter four focuses on data collection, analysis, and findings presentation. The study’s summary, conclusion, and suggestions are presented in Chapter 5.
PROMOTION AS MANUFACTURER STRATEGIES FOR CONSUMER LOYALTY(A CASE STUDY OF COCA-COLA COMPANY IN PH)
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