PROMOTION AS STRATEGIES OF MANUFACTURES TOOLS FOR CONSUMER LOYALTY
Need help with a related project topic or New topic? Send Us Your Topic
DOWNLOAD THE COMPLETE PROJECT MATERIAL
PROMOTION AS STRATEGIES OF MANUFACTURES TOOLS FOR CONSUMER LOYALTY
ABSTRACT
This study focuses on promotion as a strategy of manufacturing instruments for consumer loyalty (a case study of Coca-Cola in pH). The study’s entire population consists of 200 Coca-Cola employees in Port Harcourt State.
The researcher employed questionnaires to collect data. The descriptive survey research design was used for this investigation. The survey included 133 respondents who worked as production managers, marketing, senior staff, and junior staff members. The acquired data were displayed in tables and analysed with simple percentages and frequencies.
Chapter one
INTRODUCTION
Background of the study.
In previous years, sales marketing did not gain popularity. However, in recent years, it has expanded dramatically. This quick increase has sparked interest in doing research to determine how sales promotion effects consumer loyalty, with a focus on the Coca-Cola Company.
Sales promotion is an indirect method of encouraging speedy action. It is one of the variables in the promotional mix that organisations use to encourage customer purchases and dealer effectiveness, such as displaying, shows, exhibitions, demonstrations, coupons, contests, premiums, samples, trade allowances, and other routines.
Selling efforts are typically short-term in nature. According to Kotler (2013), sales promotion is a type of promotional activity or content that serves as a direct inducement to resellers, salespeople, or customers. It provides additional value or motivation to purchase or sell the procedure. A variety of techniques used to captivate the buyer.
Coca-Cola Company’s manufacturing in Port Harcourt is solely through franchising, which means that its product is sold to all consumers with no changes in marketing, advertising, flavour, or promotional activities.
Furthermore, the study of sales promotion as a component of the promotional mix has been badly neglected in both academic marketing research and Coca-Cola.
However, a major role in the success of consumer goods marketing is not encouraging; hence, it is the unavoidable task of this study to bring these issues to the attention and understanding of the Coca-Cola Company.
Sales promotion influences a variety of characteristics of consumer purchasing decisions, including brand choice, purchase time, quantity, and brand switching (Nijs, Dekimpe, Steenkamps, and Hanssens, 2001); and consumer price sensitivity (Bridges, Briesch, and Yim, 2006).
However, there has been little research into whether sales promotions can attenuate the influence of consumer loyalty and purchase behaviour. Despite extensive interest in the relationship between sales promotions and purchase behaviour, most research of this type concentrate on the impact of sales promotions on choice when they are provided (DelVecchio, Henard, & Freling, 2006).
Only a few studies have looked into the lag effect of sales promotions on brand choice and subsequent purchasing behaviour once the promotion campaign is discontinued.
Sales promotions can be monetary or non-monetary. These sorts offer both utilitarian and hedonic benefits to consumers. Utilitarian benefits include quality, shopping convenience, time and cost savings (Luk and Yip, 2008). In contrast, hedonic benefits include value expression, exploration, entertainment, intrinsic stimulation, and self-esteem (Chandon, Wansink, and Laurent, 2000).
According to Luk and Yip (2008), monetary promotions are incentive-based and transactional in nature, with customers receiving instant incentives and utilitarian benefits. Non-monetary promotions, on the other hand, generate hedonic rewards but have lower utilitarian benefits (Kwok and Uncles, 2005).
This study was conducted to investigate promotion as a manufacturing technique for consumer loyalty.
1.2 Statement of the Problem
The following issues arise in product planning and tactics for increasing market share.
New product planning and development is a strategy for increasing customer loyalty.
There are further ways for increasing consumer loyalty.
The survival of every manufacturing firm is largely dependent on the strategy of production planning and development.
GOALS OF THE STUDY
The following objectives were agreed upon to steer this investigation.
To determine whether the Coca-Cola Company has launched on sales marketing.
To understand the type and breadth of the firm’s sales promotion.
To determine whether sales promotion activities effect consumer loyalty.
To understand which promotional tools produce the desired result in terms of consumer loyalty.
To determine whether or whether consumers have complained about sales promotions, as well as the substance of their complaints.
To know how the firm resolved consumer complaints, if any
1.4 RESEARCH QUESTION.
Does the Coca-Cola Company conduct sales promotions?
What is the nature and extent of the organization’s sales promotion?
Do sales promotion efforts affect customer loyalty?
Which promotion tools produce the required results in terms of consumer loyalty?
Do customers grumble about the sales promotion?
How does the corporation handle organisational complaints?
1.5 Significance of the Study
A research project of this nature is significant because it aids in the careful analysis and evaluation of the impact of sales promotion on consumer loyalty adopted by the Coca-Cola Company.
It is also relevant to emerging organisations that wish to carry out sales promotion activities because it will assist them in realising their set objectives.
This study also seeks to identify the most successful sales promotional tactics for mobilising and ensuring active client engagement.
Finally, this study endeavour will benefit the following:
Manufacturers, Marketers, and Scholars
1.6 SCOPE OF THE STUDY
The study’s scope includes promotion as a strategy of manufacturing instruments for consumer loyalty (a case study of Coca-Cola in pH).
1.7 Limitations of the Study
The researcher faces various constraints that limit the scope of the investigation;
a) AVAILABILITY OF RESEARCH MATERIAL: The researcher has insufficient research material, which limits the investigation.
b) TIME: The study’s time frame does not allow for broader coverage because the researcher must balance other academic activities and examinations with the study.
Financial constraints- Insufficient funds tend to restrict the researcher’s efficiency in accessing relevant resources, literature, or information, as well as in data collecting (internet, questionnaire, and interview).
1.8 Definition of Terms
Consumer: the final user of the product.
Personal selling is a procedure in which a salesman works one-on-one with a consumer to try to match a product to her specific needs.
Consumer loyalty is defined as a name, word, sign, symbol, design, or combination thereof that identifies and distinguishes the goods or services of one seller or group of sellers from those of competitors.
Advertising is a paid method of non-personal communication of ideas, products, or services that is delivered to the public via mass media such as television, newspapers, radio, and magazines.
Strategy is a high-level plan for achieving one or more goals in an unpredictable environment. In terms of the “art of the general,” which encompassed a variety of talents such as tactics, siegecraft, logistics, and so on.
Promotion: In marketing, promotion is any type of marketing communication that informs or persuades target audiences about the relative qualities of a product, service, brand, or issue. The goal of promotion is to raise awareness, develop interest, drive sales, or build brand loyalty.
Manufacturing is the process of producing items for use or sale utilising labour, machinery, equipment, chemical and biological processes, or formulation, and it is the foundation of secondary industries.
Need help with a related project topic or New topic? Send Us Your Topic