ABSTRACT 

The study determined the effect sales promotion on patronage of some industrial products in Umuahia urban. Thus, determined the effect of trade shows on customer patronage of some industrial products in Umuahia urban; examined the effect of Coupon on customer loyalty of some industrial products in Umuahia urban and ascertained the effect of price discount on customer satisfaction of some industrial products in Umuahia urban. The study involved the use of structured questionnaires designed on a 5-point Likert scale to measure the responses of the respondents on the influence of brand equity on marketing performance. Responses generated were analyzed using correlation coefficient with the aid of SPSS. The result provided the following findings that there is relationship between trade show as a dimension of sales promotion and customer patronage as a measure of marketing performance is significant and very strong as a result of some committed and loyal customers of the industrial products under study in Abia State as a result of the customer consistent in re-patronage; there is a moderate relationship between Coupon and customer loyalty, and lastly it was shown that a very weak relationship exists between price discount of industrial products and customer satisfaction. Therefore, the study recommends that industrial product marketers should take cognizance of the impact of each of the dimensions of sales promotion as they influence non-financial elements of marketing performance and allocate resources in order to stand out or match the competition in the dynamic manufacturing industry; government should take additional measures at intra-professional and consumer levels to further ensure the maintenance of ethical standards in sales promotion campaigns in Nigeria; industrialists should reposition their industrial product quality to be in consonance with the expectations of their customers and lastly industrial firms should adopt integrated marketing communication strategy in reaching out their customers about benefits and values attached to their different Products.

TABLLE OF CONTENTS

Title i

Declaration ii

Certification iii

Dedication iv

Acknowledgements v

Table of contents vi

List of tables viii

Abstract ix

CHAPTER 1

INTRODUCTION 1

1.1 Background to the Study 1

1.2 Statement of Research Problem 3

1.3 Objectives of the Study 5

1.4 Research Questions 5

1.5 Research Hypotheses 6

1.6 Significance of the Study 7

CHAPTER 2

REVIEW OF RELATED LITERATURE 9

2.1 Conceptual Framework 9

2.1 Overview of Sales Promotion Strategy 9

2.1.1 Price Discount 11

2.2 Sales Promotion in Industrial Marketing 12

2.2.1 Need for Sales Promotion in Industrial Marketing 12

2.2.3 Sales Promotion Methods in Industrial Marketing 13

2.2.3.1 Trade Shows (or Exhibitions) 13

2.2.3.2 Coupon 14

2.2.3.3 Samples 15

2.2.3.4 Promotional Letters 16

2.2.3.5 Sales Contests 17

2.2.3.6 Seminars 17

2.2.3.7 Promotional Novelties 17

2.3.1 Understanding Customer Patronage 18

2.3.2 Customer Patronage 18

2.3.3 Customer Loyalty 18

2.3.4 Customer Satisfaction 20

2.4 Sales Promotion and Purchases 21

2.5 THEORETICAL FRAMEWORK 22

2.6 EMPIRICAL REVIEW 24

CHAPTER 3

RESEARCH METHODOLOGY 27

3.1 Research Design 27

3.2 Area of Study 28

3.3 Population of the Study 28

3.4.1 Sampling Technique 29

3.4.2 Sample Size Determination 29

3.5 Validity of Instrument 29

3.5.1 Reliability of the Instrument 29

3.6 Sources of Data Collection 30

3.6 Method of Data Analysis 30

3.6.1 Model Specification 30

3.6.2 Decision Rule 31

CHAPTER 4

DATA PRESENTATION AND DISCUSSION OF FINDINGS 32

4.1 Results and Discussions 32

4.1.1 Response rate and demographic outcomes 32

4.2 Analysis of Research Questions 33

4.2.1 Validity 33

4.3. Frequencies on Relationship Marketing and Marketing Performance 34

4.3 Test of Hypotheses 37

4.3.1 Test of Hypothesis 37

4.3.2 Test of Hypothesis 38

4.3.3 Test of Hypothesis 39

4.4 Discussion of Findings 39

4.4.1 The Degree of Relationship between Trade show and 

Customer Patronage 40

4.4.2 The Extent of relationship between Coupon and customer patronage 40

4.4.3The Extent of relationship between Price Discount and 

Customer Satisfaction 41

CHAPTER 5

SUMMARY, CONCLUSION AND RECOMMENDATION 42

5.1 Summary of Findings 42

5.2 Conclusion 43

5.3 Recommendation 44

5.4 Limitation/Suggestions for Further Studies 45

REFERENCES

QUESTIONNAIRE