IMPACT OF PROMOTIONAL STRATEGY ON CONSUMPTION AND CONSUMER PREFERENCE (A STUDY OF NIGERIA BOTTLING COMPANY PLC)
Abstract
ABSTRACT
This study assesses the impact of promotional strategy on consumption and consumer preference, a study Nigeria Bottling Company Plc. The researcher used a cross sectional research design with both qualitative and quantitative methods with a population study of 400 respondents, sample frame of 80%, and sample size of 320 respondents was chosen. Stratified sampling design was used to divide the statistic of local government in Oyo State as recorded by the National Population Census. Using simple random sampling respondents were chosen from the respondents based on the questionnaires distributed. Both primary and secondary data was used during collection of data. Data was collected by use of questionnaires and observation methods and analyzed in form of tables. Findings revealed that NBC advertises most of its products and it uses different forms of advertising and media. There was a strong relationship of (r = 0.8) between consumption, consumer preference and promotional strategy.
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