THE IMPACT OF PRODUCT PROMOTION ON CUSTOMERS PATRONAGE (A STUDY OF UYO METROPOLIS)

THE IMPACT OF PRODUCT PROMOTION ON CUSTOMERS PATRONAGE A STUDY OF UYO METROPOLIS

CHAPTER ONE

INTRODUCTION

• Background to the Study

Our society is characterised by different companies that are involved in the manufacture of products, goods and services.  However, for the manufactured products and services to get across to the customers, there is the need for it to be promoted through various mass media channels.

Similarly, to have a large number of customers to patronize the products by various companies involves proper creation of awareness about the products so as to aid in increasing the rate of customers patronage of most of the products. However, it is worthy to say that promotion of goods and services is  of great important because it will  help to give product identify, value, quality as well as promotion of that organizational image of these companies that are involved in the production of goods and services.

Based on this perspective Onyeka, (2009) sees product promotion as the art of creating awareness of a particular company’s product so as to enable the customer to patronize the products. Moreso, one can see that products, goods and services demand promotion through the mass media of communication because of the persuasive, penetrating and appealing power of the mass media and its ability to reach a large number of customers simultaneously. Still on this conception, Okunna (1998) opins that for any product to be patronized by customers it must be promoted through the mass media. In addition to this assumption, Ezinwa (2006) maintains that product promotion goes alongside with addressing to exposed products as produced by companies to the potential (customer) thereby increasing the tempo of their patronage of the promoted product. That not withstanding promotion of products, goods and services entails trying to entice the customers to patronize a particular product, because of the promotional activities is accompanied by attachment of other petty gift items alongside with the promoted products as well as reduction in the price of the product so as to create an avenue for the customer to patronize the product in order to enjoy the benefits attached to the promoted product, goods and services as a point in time. To this ends, for any company to see the light of them in its business endeavour or activities (production of goods, product and services), it most embark on promoting their respective product, their respective product as to arouse customer interest of wanting to patronize the product.

John (2013) look at product promotion as a factor that helps to enhance the rate of product sales as well as making known to the buyers the values, and qualities attached to the product being promoted. Earnestly, any flourishing organization that aimed at maintaining its stands in the market can be envisaged based on its ability and willingness to promote its product.

To some extent, one could see it vividly that, product promotion contributes immensely and significantly to customers patronize of particular product being promoted.

Armstrong (2010) states that product promotion is the component of the marketing mix strategy that emphasizes the use of various communication tools to promote the value of a company.

In a struggling economy, business and organizations need to make the most of their advertising, so product promotion helps in strategies the name of the companies product promotion is one of the marketing mix element that communicates the products benefits and existence to the target market. In a competitive market situation, product promotion is very crucial because consumers buy benefits and not just the physical product. It is the promotion that differentiates a company’s product from the competitor’s products.

In these regards, Bovee and Aren (2004) defined product promotion as interpreting to the public, or to desired segments of the public, information regarding a companies, marketed product or service.

By and large, it is based on this content that the researcher seeks to determine the impact of product promotion and customers patronize in uyo metropolis.

• Statement of the Problem

The study was to examine the impact of product promotion on customer’s patronage in Uyo metropolis. Through promotion, the buying public can be educated informed and mobilized in favour of the promoted products. A promotional effort are expensive and requires a sustained approach which in most cases involve the use of multimedia to reach the target audience. The question intended to address. Therefore is: in view of heavy promotion of product through the mass media to what extent has it impacted on the consumers patronage?

• Purpose of the Study

This research is carried out to examine the impact of product promotion and consumers patronage in uyo metropolis.

• Objectives of the Study

For the purpose of conducting this study, the researcher formulated four objectives to:

1. Examine the extent to which product promotion encourage customer’s patronage;