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.