THE IMPACT OF PSYCHOLOGICAL EMPOWERMENT ON JOB PERFORMANCE IN MC PLASTIC LIMITED KANO

ABSTRACT The need for an organization to properly coordinate its marketing communications strategies to achieve a clear, consistent and competitive message about itself and its product has become issue of concern to every result driven firm. The study is aimed at examining the effectiveness of mass media in marketing the Nigerian bottling company a case study of coca cola soft drink products. The objectives of this research among others are to Find out whether the use of marketing communication can bring about long term customer relationship. The study covered 87 respondents drawn from the customers of coca cola bottling company operating in Kano State. The sample size was determined based on Krejcie and morgan (1970), table of sample size determination. Questionnaire was employed to collect the data, while simple tabulation and percentage are the statistical tools that are used in data presentation, reporting and interpretation for the study, the data was analyse using chi-square. The results revealed that marketing communication can promote consumer education thereby building long term relationship is insignificant while effectiveness use of marketing communication tools by coca cola brand will make the company’s product have better customer patronage is accepted. Empirical reviews from relevant authors were carried out, some explore the significant effect of the above mentioned variable while in some studies shows insignificant effects. With this, the present study recommends that; the use of different platform of marketing mix is necessary in order to reach out to the majority of the customer and also to serve the company at large.