THE EFFECT OF SALES PROMOTION ON CUSTOMER LOYALTY / NGOH JULIETTA ACHAH; ASST. PROF. DR. STEVEN WILLIAM BAYIGHOMOG
Dil: İngilizce 2022Tanım: ix, 47 sheets; 31 cm. Includes CDİçerik türü:- text
- unmediated
- volume
- A CASE STUDY OF LES BRASSERIES DU CAMEROUN
Thesis
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Thesis
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CIU LIBRARY Tez Koleksiyonu | Tez Koleksiyonu | YL 2825 A34 2022 (Rafa gözat(Aşağıda açılır)) | Kullanılabilir | Business Administration Department | T3164 | |||
Suppl. CD
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CIU LIBRARY Görsel İşitsel | YL 2825 A34 2022 (Rafa gözat(Aşağıda açılır)) | Kullanılabilir | Business Administration Department | CDT3164 |
Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
Includes bibliography (sheets 41-43)
ABSTRACT
The purpose of this research was actually to find out whether sales promotional
tools have any effect on customer loyalty. The study focused on how these sales
promotional tools (monetary and non-monetary sales promotion) influences
customer loyalty. Thisstrategy is a significant constituent of every business body
as well as every marketingstrategy used. This work remains important since it adds
to recent information. It doesthis substantial and plummeting the breach occurring
in the considerate fill in of auctions preferment by shareholders, stakeholders,
management and customers of Brasserie company in Cameroon. Furthermore,
descriptive research design was applied to designate the auctions advancement
doings of the company. The sample size used 300 respondents from Brasserie
company customers. Questionnaires were self-administered and close ended type.
The study used simple random sampling technique to collect primary data sources.
The result of the study indicates that the respondents agree and are satisfied with
both monetary and non-monetary sales promotional tools although some
respondents are indifferent with the existence of these promotional strategies and
they will remain loyal and continue to consume brasserie product like Sprite, Fanta,
Coca-Cola, Castel, 33 export and just to name a few. The correlation matrix result
revealed that loyalty of customers significantly correlates with monetary and nonmonetary strategies. The regression analysis result shows that 4.2% variance in
loyalty of customers is due to the monetary and non- monetary sales tools. Finally,
significant conclusions and recommendations were put in place such as
maintaining and or increasing sales tools like gifts and bonuses to bring and retain
new clients. This will enable the company have a large market share and withstand
competitors in the brewery industry at large.
Keywords: Brasseries du Cameroun, Customer Loyalty, Monetary Sales
Promotion, Non-Monetary Sales Promotion.