The Effect Of Sales Promotion On Customer Patronage Of Cadbury Products In Cross River State, Nigeria
ABSTRACT
In this world of keen competition,
sellers use various tools and strategies to attract customers and increase
their profitability. To compete effectively, companies are increasingly tapping
from the several strategic tools offered by the marketing mix elements, which
include product, price, place, and promotion. Amongst all the marketing mix
elements, promotion seems to standout because it communicates to target market
about the other marketing mix elements with a view of influencing consumer
purchase decision (Onyeke, 2003). Promotion (sometimes referred to as marketing
communications) refers to those activities that informs, persuade, educated,
reminds, and influence the target market towards having favorable disposition
for the company and its products (Kotler, 2003). James, Martin, and Thomas
(1983) opined that promotion in marketing can be classified into three —
consumer promotion, trade promotion, and sales force promotion. Within the
domain of sales promotion, consumer promotion is widely used since it is
targeted at the consumer.
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AMOKEYE, O (2021). The Effect Of Sales Promotion On Customer Patronage Of Cadbury Products In Cross River State, Nigeria . Mouau.afribary.org: Retrieved Sep 21, 2024, from https://repository.mouau.edu.ng/work/view/the-effect-of-sales-promotion-on-customer-patronage-of-cadbury-products-in-cross-river-state-nigeria-7-2
OGAR, AMOKEYE. "The Effect Of Sales Promotion On Customer Patronage Of Cadbury Products In Cross River State, Nigeria " Mouau.afribary.org. Mouau.afribary.org, 28 Jul. 2021, https://repository.mouau.edu.ng/work/view/the-effect-of-sales-promotion-on-customer-patronage-of-cadbury-products-in-cross-river-state-nigeria-7-2. Accessed 21 Sep. 2024.
OGAR, AMOKEYE. "The Effect Of Sales Promotion On Customer Patronage Of Cadbury Products In Cross River State, Nigeria ". Mouau.afribary.org, Mouau.afribary.org, 28 Jul. 2021. Web. 21 Sep. 2024. < https://repository.mouau.edu.ng/work/view/the-effect-of-sales-promotion-on-customer-patronage-of-cadbury-products-in-cross-river-state-nigeria-7-2 >.
OGAR, AMOKEYE. "The Effect Of Sales Promotion On Customer Patronage Of Cadbury Products In Cross River State, Nigeria " Mouau.afribary.org (2021). Accessed 21 Sep. 2024. https://repository.mouau.edu.ng/work/view/the-effect-of-sales-promotion-on-customer-patronage-of-cadbury-products-in-cross-river-state-nigeria-7-2