Consumer Sales Promotion Techniques and Customer Loyalty in Soft Drinks Companies in Uganda: A Case of Century Bottling Company Limited.
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Date
2021-10-20
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Makerere University Business School
Abstract
The growing interest of realizing value customer loyalty in soft drink companies to capture the market share, has made scholars to pick interest in how to make consumer sales promotion techniques an important issue in business marketing. Henceforth, this research was set out to investigate the extent to which selected sales promotion techniques can predicate customer loyalty in Century Bottling Company Limited, which is a soft drink company. Using a descriptive cross-sectional research design, this study sampled 384 participants, and these comprised of retail customers and stockiest. Data was collected using structure questionnaires and a response rate of 100% was realized. Various analysis and tests including reliability, validity, correlation and regression were conducted. Henceforth, the findings revealed that there is a significant and positive relationship between sales coupons and customer loyalty (r = .412, P<.01). Additionally, the study found a significant and positive relationship between free samples and customer loyalty (r = .445, p<.01). Similarly, this research found a significant and positive relationship between Price discount and customer loyalty (r = .592, p<.01). Conversely, sales promotion techniques were observed to explain around 70.4% of the variations, leaving the remaining 29.6% be explained by others, e.g. free samples, coupons, pricing, bottling, and labeling, etc. However, a critical look at the explanatory potential of each variable (the standardized Beta co-efficient), revealed that sales promotion techniques predict customer loyalty positively.
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This is a master's thesis.
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Citation
Muyira, E. N. (2021). Consumer Sales Promotion Techniques and Customer Loyalty in Soft Drinks Companies in Uganda: A Case of Century Bottling Company Limited. (unpublished master's dissertation). Makerere University Business School, Kampala, Uganda.