Effect Of Marketing Communication Strategies Of Firms On Purchasing Behaviour Of Household In Aba, Abia State (A Study Of Detergent Users In Abia State)
ABSTRACT
Marketing communication strategies have become
one of the major marketing strategies used by marketers in influencing the
purchase behavior of households. Thus, this research has captured this topic,
using households in Aba as the case a study. In using households research, a
sample size of 133 was determined from a population of 200. The major
hypothesis of the study was the null hypothesis which states that marketing
communication strategies do not influence the purchase behavior of households in
Aba. After data collection with questionnaire and analyzed was done with simple
percentages, while the hypothesis was tested with chi-square. The null
hypothesis was rejected. And we therefore conclude that marketing communication
strategies has positive influence on the household purchase decision in Abia,
especially, among detergent users. Hence, we recommend that marketing
communication strategies should be taken seriously in the detergent industry.
Not only because it helps to influence the purchase decisions of the household,
but also it goes a long way to attract customer loyalty which is but an
indication of competitive advantage.
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OKOLO, C (2021). Effect Of Marketing Communication Strategies Of Firms On Purchasing Behaviour Of Household In Aba, Abia State (A Study Of Detergent Users In Abia State). Mouau.afribary.org: Retrieved Sep 21, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-marketing-communication-strategies-of-firms-on-purchasing-behaviour-of-household-in-aba-abia-state-a-study-of-detergent-users-in-abia-state-7-2
C, OKOLO. "Effect Of Marketing Communication Strategies Of Firms On Purchasing Behaviour Of Household In Aba, Abia State (A Study Of Detergent Users In Abia State)" Mouau.afribary.org. Mouau.afribary.org, 28 Jul. 2021, https://repository.mouau.edu.ng/work/view/effect-of-marketing-communication-strategies-of-firms-on-purchasing-behaviour-of-household-in-aba-abia-state-a-study-of-detergent-users-in-abia-state-7-2. Accessed 21 Sep. 2024.
C, OKOLO. "Effect Of Marketing Communication Strategies Of Firms On Purchasing Behaviour Of Household In Aba, Abia State (A Study Of Detergent Users In Abia State)". Mouau.afribary.org, Mouau.afribary.org, 28 Jul. 2021. Web. 21 Sep. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-marketing-communication-strategies-of-firms-on-purchasing-behaviour-of-household-in-aba-abia-state-a-study-of-detergent-users-in-abia-state-7-2 >.
C, OKOLO. "Effect Of Marketing Communication Strategies Of Firms On Purchasing Behaviour Of Household In Aba, Abia State (A Study Of Detergent Users In Abia State)" Mouau.afribary.org (2021). Accessed 21 Sep. 2024. https://repository.mouau.edu.ng/work/view/effect-of-marketing-communication-strategies-of-firms-on-purchasing-behaviour-of-household-in-aba-abia-state-a-study-of-detergent-users-in-abia-state-7-2