SALES PROMOTION STRATEGIES AND BRAND LOYALTY OF FMCG IN DELTA STATE

Abstract

This study examined the relationship between sales promotion strategies and brand loyalty among Fast Moving Consumer Goods (FMCG) firms in Delta State, Nigeria. Specifically, it investigated the relationship between premium offers and brand loyalty, sampling and brand loyalty, and price-off promotions and brand loyalty. The population of the study comprised 34 FMCG companies operating in Asaba, Delta State. Three management staff members comprising the production manager and marketing manager from each company constituted the study’s sample, resulting in a total of 102 respondents. Data were collected using a structured questionnaire and analyzed using descriptive statistics, while hypotheses were tested using Spearman’s rank correlation coefficient. The findings revealed a significant relationship between premium offers and brand loyalty, sampling and brand loyalty, and price-off promotions and brand loyalty. Based on these findings, the study concludes that sales promotion strategies significantly influence brand loyalty among FMCG firms in Delta State. Consequently, the study recommends that SMEs and brand managers should design and implement sales promotion strategies as part of an integrated marketing approach rather than as isolated short-term incentives. Given that premium offers and sampling foster stronger emotional and experiential connections with consumers, greater investment should be directed toward these tools. Price-off promotions, however, should be used cautiously to avoid conditioning consumers to expect continuous discounts.