Analysis of the Effect of Sales Promotion on Consumers Brand Loyalty – A Study of Nutricima Ltd (Part of Pz Cussons Nig Plc Group) Products

Abstract

This study is focused on the analysis of the effect of sales promotion on consumers , brand loyalty – A study of Nutricima Ltd ( Part Of PZ Cussons Nig Plc Group) products. Some of objectives of the study are,0 to determine if different forms of sales promotion (Cash Cuts, Free Sample, Gifts/Premium, Special Sale or Contest) impacts on consumer brands loyalty, find out which form of sales promotion is most effective as consumers brands (Nutricima) loyalty, assess the effect of unregulated sales promotion on consumer brands loyalty, etc. Related literatures were reviewed to give the researcher an insight to the work of others in the areas of study. The data collected was analyzed using, statistical tables, frequency distribution percentages and chi-square (X2) The study through the test of hypotheses emphasized that; Different forms of sales promotion (Cash Cuts, Free Sample, Gifts/Premium, Special Sale or Contest) impacts on consumer brands loyalty, contest and free sample constitutes the most effective form of sales promotion on consumers brands (Nutricima) loyalty, unregulated sales promotion affects consumer brands loyalty, inadequate market analysis for sales promotion affects consumer brands loyalty, etc. The researcher made the following recommendation based on the study; unregulated sales promotion that affects consumer brands loyalty should be adopted and practiced if profitable, but should be reversed for the preferred practice if negative, inadequate market analysis for sales promotion that affects consumer brands loyalty should be regularly adjusted as a way of meeting with global competition and standard, apathy and unwillingness of consumers to respond to value creation of sales promotion on brands loyalty that affect growth and development of organizations should be addressed through etc.