MARKETING STRATEGIES AND BRAND AWARENESS IN BUA CEMENT, OKPELA, EDO STATE
Abstract
ABSTRACT
This study examined the influence of marketing strategies on brand awareness in BUA Cement, Okpela, Edo State. Based on the objectives of the study, three (3) research questions were raised and three (3) research hypotheses were formulated to guide the study. The scope of the study covers distributors and users of BUA Cement in Nigeria between 2014-2023. The study covers marketing strategies: such as electronic marketing, content marketing and social media marketing.
The population for the study consisted of Distributors and users of BUA Cement Small and Medium Scale Enterprises in Nigeria. The sample size of the study consisted of 200 Distributors and users of BUA cement. The respondents were selected using the purposive sampling technique to ensure a adequate representative of the respondents based on the objectives of the study.
The instrument for data collection is a well self-structured questionnaire.
The data
collected were analyzed with the use of descriptive statistics such as frequency count, and percentage while the hypotheses were tested using Pearson Product Moment Correlation at 0.05 significant level.
Summary of the findings of the study showed that there is a significant relationship between electronic marketing and brand awareness (p
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