COUPON STRATAGIES AND CUSTOMERS PATRONAGE OF FAST FOOD FIRMS PORT HARCOURT

Abstract

This study aimed to evaluate the relationship between coupon strategies and customer patronage of Fast food firms in Port Harcourt.  The specific objective of the study was to examine the whether any relationship exist between coupon strategies and customer patronage. Three objectives, three research questions and nine null hypotheses were formulated to guide the study. The research used quasi experimental research design. The population for the study comprised sixty five (65) fast food firms in Port Harcourt.  The study adopted census study of all the managers, staff and customers the 65 Fast food firms in Port Harcourt. The research instrument was questionnaires and personal interview. A five point scale was used to measure the response. Data was analyzed with simple percentage techniques and Spearman Correlation.  Findings revealed that most of the firms use coupon strategies to better their customer patronage and they use different types of strategies. Based on the findings the study concluded that customers are generally satisfied with the company’s coupon strategies which in turn influences customer patronage. The study recommended that Fast food firms should adopt the activities involved in sales allowances and sales bonus offers to enable them achieve optimal customer patronage. Bonus offers should be extended to managers, staff and customers.