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SALES PROMOTION AS A TOOL FOR IMPROVING CUSTOMER-BASED BRAND EQUITY IN KANO METROPOLIS
Abstract:
Sales promotion plays a vital role in enhancing customer-based brand equity by influencing customer perceptions, attitudes, and behaviors towards a brand. This study aims to investigate the impact of sales promotion as a tool for improving customer-based brand equity in Kano Metropolis, Nigeria.
The research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews. The sample consists of customers from various industries in Kano Metropolis, including retail, hospitality, and consumer goods. The quantitative data is collected through structured questionnaires, while the qualitative data is gathered through in-depth interviews with selected participants.
The study focuses on key dimensions of customer-based brand equity, including brand awareness, brand image, brand loyalty, and perceived quality. It examines how sales promotion activities such as discounts, coupons, contests, and free samples influence these dimensions. The research also explores the moderating effects of customer characteristics such as age, gender, and income on the relationship between sales promotion and customer-based brand equity.
Preliminary findings indicate that sales promotion significantly impacts customer-based brand equity in Kano Metropolis. It enhances brand awareness by increasing brand visibility and attracting new customers. Sales promotion activities also contribute to shaping favorable brand images, as customers perceive brands associated with promotions as more attractive, reliable, and trustworthy. Additionally, sales promotion fosters brand loyalty by creating a sense of value and reward for customers, leading to repeat purchases and positive word-of-mouth.
Furthermore, the research identifies variations in the effectiveness of sales promotion across different customer segments. Younger customers tend to be more responsive to sales promotion, while income levels influence the perceived value derived from promotional offers. Gender differences are also observed, suggesting potential variations in promotional preferences and responses.
The findings of this study have practical implications for businesses in Kano Metropolis, emphasizing the importance of incorporating sales promotion strategies to enhance customer-based brand equity. By understanding the specific needs and preferences of their target market, companies can design effective sales promotion campaigns that resonate with customers and build stronger brand equity.
Keywords: Sales promotion, customer-based brand equity, brand awareness, brand image, brand loyalty, perceived quality, Kano Metropolis, Nigeria.
TABLE OF CONTENTS
Title Page i
Declaration ii
Approval Page iii
Dedication iv
Abstract vi
Table of Contents vii
CHAPTER ONE: INTRODUCTION
1.1 Introduction 1
1.2 Background of the study 3
1.3 Statement of the General Problem 4
1.4 Objective of the study 5
1.5 Significance of the study 5
1.6 Statement of hypothesis 6
1.7 Scope of the study 6
1.8 Limitation of the study 7
1.9 Definition of terms 7
CHAPTER TWO: LITERATURE REVIEW
2.0 Introduction 9
2.1 Review of related literature 9
2.2 Theoretical framework
2.3 Summary of review 33
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction 35
3.2 Research design 35
3.3 Area of study 35
3.4 Population of the study 36
3.5 Sample size 36
3.6 Instrument for data collection 36
3.7 Reliability of the instrument 37
3.8 Validity of the Instrument 38
3.9 Method of data Collection 38
3.10 Method of Data Analysis 39
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Introduction 41
4.2 Characteristics of the respondents 41
4.3 Presentation of Data Analysis 43
4.4 Discussion of Findings 48
4.5 Summary of findings 49
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary 51
5.2 Conclusion 52
5.3 Recommendation 53
Biography 54
Appendix 56
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