Effect of Marketing Strategies on Consumer Buying Behaviour: A Case Study of Nigeria Bottling Company

Yusuff Taofiq Olasunkanmi, John Oladejo Babatunde, Emmanuel Adedokun Abiodun, Ugowe Samson Omoruyi, Chinenye Cordelia Nnamani, Achief Godsent Osimokha, Kesiena Jennifer Esegine

Abstract

This study examines the effect of marketing strategies on consumer buying behaviour. The study's main objective is to investigate the impact of marketing strategies on consumer buying behaviour. This study uses a survey method. A stratified random sampling technique collects information from eighty respondents selected from the study population. The data was presented and analysed using Statistical Package for Social Science (SPSS). It was concluded that a relationship exists between product strategy and consumer purchase decisions. Among the significant recommendations was that the management in question should improve their product by improving its quality so that their customers can develop long-lasting loyalty to their organisation. The marketing strategy to be used will work out well.


10.22178/pos.107-10


Keywords


Market mix; Marketing planning; Marketing strategy; Product strategy

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References


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Copyright (c) 2024 Yusuff Taofiq Olasunkanmi, John Oladejo Babatunde, Emmanuel Adedokun Abiodun, Ugowe Samson Omoruyi, Chinenye Cordelia Nnamani, Achief Godsent Osimokha, Kesiena Jennifer Esegine

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