Impact of Promotional Activities on Consumers' Patronage on Alcoholic Products in Ilesa, Osun State, Nigeria

Abstract

Brand awareness is a function of the brand related exposures to promotional mix based on individual customers' experience of searching for the products of their choice. Beer is the most widely consumed alcoholic drinks in Nigeria and it is the third most popular drink besides water and tea. The study determined the impact of promotional activities on consumers' patronage of alcoholic products and ascertained the joint relationship between promotional activities and consumers' patronage of alcoholic products in Ilesa, Osun State. The population of the study was 856,400 and simple random sampling technique was adopted to have a proportional representation of 80 respondents from six Local Government Areas of Ilesaand environs. The study anchored on the hierarchy of effects and planned behaviour theories. Two hypotheses were tested: H1: Promotional activities have no significant impact on consumers' patronage of alcoholic products and H2: Promotional activities have no joint relationship with promotional activities and consumers' patronage of alcoholic products. Data generated were analyzed using descriptive and inferential statistics at 0.05 significant levels. The result revealed that promotional activities have positive and significant impact on consumer patronage (áµ” = 0.128, t = 1.107) while promotional activities have joint relationship with consumer patronage of alcoholic products (F, 74=1.073; R =.720; R2 =0.841; Adjusted R2=0.581; p<0.004). This study concluded that promotional activities (advertising, sales promotion, personal selling, direct marketing) have significant impact on consumers' and joint relationship with promotional activities and consumers' patronage on alcoholic drinks in Ilesa, Osun State. It is therefore recommended that alcohol producers should engage in regular survey to monitor the effectiveness of their existing promotional activities in the target market.