dc.contributor.author |
Kabuoh, M |
|
dc.contributor.author |
Smith, O |
|
dc.contributor.author |
Okwu, A |
|
dc.contributor.author |
Erigbe, P. A |
|
dc.date.accessioned |
2022-06-29T08:55:41Z |
|
dc.date.available |
2022-06-29T08:55:41Z |
|
dc.date.issued |
2020 |
|
dc.identifier.citation |
Kabuoh Margret N.* & Smith Olufolake M. & Dr. Okwu Andy T. & Erigbe Patience A., 2020. "Sales Promotion and Customer’s Retention in Selected Foods and Beverages Companies in Lagos State Nigeria," The Journal of Social Sciences Research, Academic Research Publishing Group, vol. 6(3), pages 276-285, 03-2020. |
en_US |
dc.identifier.uri |
http://localhost:8080/xmlui/handle/123456789/316 |
|
dc.description.abstract |
Organisations’ customers are the greatest asset they have to remain sustained and to retain these customers, effective
sales promotion is required to push company’s products and services to various customers at satisfaction with view
of making profit. However, some organisations especially those in consumable goods pay little attention to
customers’ satisfaction by not imbibing effective sales promotion leading to poor sales performance and customers’
turnover. This study examines the effect of sales promotion on customer retention of selected food and beverages
companies in Lagos, Nigeria. Survey research design was adopted for this study. The population of the study
comprised of customers of Foods and Beverages (FandB) Companies estimated at 4,209,483 from the selected five
local governments in Lagos State, Nigeria. Sample size of 1019 was derived via Krejcie and Morgan method and
through simple random sampling technique. Data were elucidated from the respondents via research instrument. The
Cronbach’s Alpha reliability co-efficient as well as the Kaiser-Meyer-Oklin (KMO) was established for both
reliability and validity of the research instrument. Both descriptive and inferential statistics were adopted for analysis
and the hypothesis was tested with simple linear regression. Result indicated that sales promotion had positive effect
on customer retention of selected Foods and Beverages Companies in Lagos State Nigeria (R2=.367; t = 22.595;
P<0.05). The study concludes that sales promotion has significant effect on customer retention and recommended
that adequate promotional budget incentives should be considered by the F&B companies’ management to
encourage effective sales promotion especially at special periods to boost sales and enhance customer retention.
Quality food processing and safety measures should be enforced by the government through regulating agencies like
National Foods and Drug Administration Council (NAFDAC), the Standards Organization of Nigeria (SON), and
the Ministry of Health. |
en_US |
dc.description.sponsorship |
Kabuoh Margret, Smith Olufolake M, Okwu Andy T., Erigbe Patience A |
en_US |
dc.language.iso |
en |
en_US |
dc.publisher |
The Journal of Social Sciences Research |
en_US |
dc.relation.ispartofseries |
6;3 |
|
dc.subject |
Companies; Customer retention; Food and beverages; Sales promotion |
en_US |
dc.title |
Sales Promotion and Customer’s Retention in Selected Foods and Beverages Companies in Lagos State Nigeria |
en_US |
dc.type |
Article |
en_US |