ABSTRACT
This work looks at Consumers Perception of Promotional
Strategies on Star Lager Beer (A Study of Star Mega Jam, Star-Time-To-Shine and
Star Win and Shine Promos). In conducting this study, the researcher used
explanatory mixed method design to generate both quantitative and qualitative
data using survey and In-depth interview methods. Quantitative data were
generated through questionnaire, while qualitative data were generated through
in-depth interview. A sample size of 401 was drawn from the residents of Enugu
State (3,267,837) using Australian Calculator as provided by the National
Statistical Service (NSS). After a thorough analysis, finding revealed that
beer consumers in Enugu State were aware of some Star Lager Beer promotions and
most of the information about the promotions came from promotion posters and
handbills. It was also found that beer consumers in Enugu State were
knowledgeable about these Star promotions (Star Mega Jam, Star time to Shine
and Win and Win Promos) to some extent and majority of the respondents believe
that Star Lager Beer promotions are very good, attractive and show the
superiority of the Star brand over others. Finally, it was found that majority
of the respondents were influenced to a great extent into patronizing the Star
brand. Based on these, it was recommended that Nigerian Breweries PLC should
invest more in using posters and sales ambassadors in promoting all its brands.
This is because most studies have found these two promotional channels as the
most effective.
TABLE OF
CONTENTS
Abstract
CHAPTER ONE: INTRODUCTION
1.1 Background of Study
1.2 Statement of Problem
1.3 Objectives of Study
1.4 Research Questions
1.5 Significance of Study
1.6 Scope of Study
1.7 Definition of Terms
CHAPTER TWO: LITERATURE REVIEW
2.1 Focus of Review
2.2 Star Lager Beer Promotions: An Overview
2.3 Influence of Alcohol Advertising on the
Awareness and Knowledge of Consumers
2.4 Understanding Consumer Perception and
Buying Behaviour
2.5 Theoretical Framework
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research Design
3.2 Research Population
3.3 Sample Size
3.4 Sampling Technique
3.5 Sampling Technique for Qualitative
Analysis
3.6 Measuring Instrument
3.7 Reliability and Validity of Measuring
Instrument
3.8 Method of Data Collection
3.9 Method of Data Analysis
References
CHAPTER FOUR: DATA PRESENTATION, ANALYSIS
AND RESULTS
4.1 Data Presentation, Analysis and Results
4.2 Discussion of Findings
References
CHAPTER FIVE: SUMMARY OF FINDINGS,
CONCLUSION AND RECOMMENDATIONS
5.1 Summary of Findings
5.2 Conclusion
5.3 Recommendations
Bibliography
APPENDIX
CHAPTER ONE
INTRODUCTION
1.1 Background
to the Study
The
marketing community is, more than ever before, full of competitions. The
growing sophistication of these competitions has brought to the fore the need
for every organisation that has a product or service to offer to remain
committed to the ideals of modern marketing. This has made business organisations
all over the world to now inject innovative and creative marketing plans to
beat their competitors in order to remain in the lead. Just as they are in the
lead, efforts are also made to ensure that such position is maintained by
effectively using the needed marketing mix. This is the case with the brewing
industry in Nigeria where all the companies therein do everything to control
the brewing market. This is because the market is flooded with different brands
of beer begging for loyalty.
Of the four
marketing mix of price, product, promotion and place, promotion is
indispensable in influencing consumers to patronise a product or a service.
Globally, promotion is seen as a “diverse collection of incentive tools,
mostly, short term designed to stimulate quicker and/or greater purchase of
particular products/services by consumers” (Kotler, 1998). Many scholars have
argued that promotion has become a valuable tool for the marketers and
importance of it has been increasing rapidly over the past few years (Rizvi
& Malik, 2011, p.2). Whenever promotion is mentioned, a lot of things come
to mind. In any case, promotion here includes consumer sales promotions, trade
promotions and promotions to the sales force. Kanagal, (2014,P.4) asserts that
“consumers are more likely to buy in response to coupons, rebates, price packs,
samples, cash refunds, premiums, patronage awards, contests, product
demonstrations, tie-in promotions, cross promotions, pop displays and
warranties”. According to Kotler, Keller, Koshy and Jha (2013, p.5) sales
promotion consists of a diverse
Kotler &
Armstrong (2006.p. 342) cited in Umeh (2013, 19) see marketing mix as the 4Ps
of product, price, promotion and place that are designed to influence consumer
decision-making and lead to profitable exchanges and argue that the promotional
strategy used to sell a product is all that really matter. Talking about
promotion, Okoro (1998, p.141) insists that promotion is needed in every
business activity of an organization to communicate the qualities or merits of
its products, services, etc. and to persuade the target market to buy them.
Still on promotion, Sindhu (2011, p.1) writes that
“promotion decisions are taken
simultaneously with other decisions like finding target group,
determining objectives, budgeting for promotion, launching of new products,
distribution, etc. Promotion is one of the variables through which information
regarding products or services is being communicated to customers to change
their attitude and behaviour”.
With the need for an effective promotional strategies
established, one is concerned about the kind of promotional strategies adopted
by Nigeria Breweries Plc to stay ahead of its competitors. This is because the
kind of promotional strategies used at every point in time determine to a very
large extent, the place of a product in the market (Umeh, 2013, p.14). Little
wonder, Okoro (1998, 143) citing Emeagwali (1998,p.11) likened promotional
strategy of any company to a war situation where missiles are launched and
competitors are expected to react with a war plan. “Indeed, the competition in
the market place has become so fierce resulting in promotion clutter and
cut-throat actions, giving rise to what has been tagged “promo war” (Okoro,
1998, p.143 citing Emeagwali, 1998). Okoro concluded that “to survive and
eventually perform creditably in the environment of stiff competition means
that one must evolve a strategy for peak performance”. The fundamental role of promotions
has made it a dominant subject in marketing. This is one principle that the
Nigerian brewing industry and indeed other sectors understand.
According to Owomoyela,
Olasunkanmi and Oyeniyi (2013,p. 1), the Nigerian brewing
industry is flooded with many brands of beer, from different breweries such as
Nigerian Breweries Plc, Guinness Nigeria Limited, Benue Breweries, Olympic
Breweries, Sona Breweries and Consolidated Breweries and the consumer is spoilt
for choice with the abundance of different brands of beer in the market. This
has made it pertinent for these companies to engage in different marketing activities
in order to remain firmly in business. Of all these brewing companies, Nigerian
Breweries Plc and Guinness Nigeria Limited are the major rivals.
Guinness
Nigeria Limited as the major competitor of Nigerian Breweries Plc has always
put up challenging marketing activities to beat its rival, the Nigerian
Breweries Plc. With this, Nigerian Breweries Plc is therefore faced with the
continuous task of determining what customers’ preference is and what marketing
strategy is needed to keep them. In most cases, the company is also concerned
with how to increase purchase by winning prospective consumers to their brands.
To achieve these, there must be a conscious effort to engage the four marketing
Ps (Price, Product, Promotion and Place) especially promotion.
Since Nigerian Breweries PLC
came into full operation in Nigeria in 1949, it has designed and implemented
quite a number of promotional strategies to bring to the notice of every
Nigerian that they are in the market and to influence buying behaviour. This,
Umeh (2013, p.15) confirmed, has been very successful. As the pioneer brewery
company in Nigeria, quite a lot has been put in place in the way of promotion
to sustain its customers and at the same time expand its market. Nigeria
Breweries Plc carry out sales promotion in two ways, namely: consumer sales
Promotions targeted at the members of the marketing channel, such as
wholesalers and retailers. Within the last ten years alone, the company has
developed and executed several promotions such as Guilder
Max Brand promo, Gulder Ultimate Search, Maltina Dance All,
Amstel Malta Box Office.....
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