INTEGRATED MARKETING COMMUNICATIONS AND CONSUMERS PATRONAGE OF NIGERIAN BEVERAGE PRODUCTS

📄 Project Abstract

The need for an organization to properly coordinate its marketing communications strategies to achieve a clear, consistent and competitive message about itself and its product has become issue of concern to every result driven firm. The study is aimed at examining the impact of integrated marketing communication on consumers' patronage of Nigerian beverage products. The objectives of this research among others are to (i) establish the level of understanding and the use of IMC by Nigerian beverage communications institutions. (ii) Find out whether the use of IMC can bring about profitable long term customer relationship (iii) determine if optimal use of IMC can make a product compete effectively thereby recording a good consumers patronage, and (iv) ascertain whether proper implementation of IMC programmes can help reduce a firm' cost of marketing communications. This research adopted a survey method with four hypotheses and structured questionnaires distributed among sampled respondent...