000			03183nam a22003017a 4500
003			KOHA
005			20230418152124.0
008			230322d2022 cy ||||| |m|| 00| 0 eng d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_aeng
090			_aYL 2825 _bA34 2022
100	1		_aAchah, Ngoh Julietta
245	1	4	_aTHE EFFECT OF SALES PROMOTION ON CUSTOMER LOYALTY / _cNGOH JULIETTA ACHAH; ASST. PROF. DR. STEVEN WILLIAM BAYIGHOMOG
246	2	3	_aA CASE STUDY OF LES BRASSERIES DU CAMEROUN
264			_c2022
300			_aix, 47 sheets; _c31 cm. _eIncludes CD
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
502			_aThesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
504			_aIncludes bibliography (sheets 41-43)
520			_aABSTRACT 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.
650		0	_aCustomer loyalty _vDissertations, Academic
650		0	_aSales promotion _vDissertations, Academic
700	1		_aBayighomog, Steven William _esupervisor
942			_2ddc _cTS
999			_c290036 _d290036