EFFECT OF PROMOTION STRATEGIES AND CUSTOMER SATISFACTION IN CEMENT COMPANIES (A STUDY OF DANGOTE CEMENT PLC, NIGERIA)
Ahmadu Rabiu Umar, Isyaka Mohammed Salisu, PhD ,Abubakar Bala, PhD and Ali Mohammed
Volume 5 Issue 2
Abstract
This study examined the effect of promotion strategies and customer satisfaction in cement companies, Nigeria. The research focused on four key promotion strategies: advertising public relations, sales promotion, and direct marketing. A survey research design was employed, utilizing structured questionnaire distributed to customers of Dangote Cement within the six area councils in Abuja, Nigeria. The study population was estimated to be 240 and sample size of 150 customers were determined through Toro Yammane formula. Data analysis was conducted using regression and correlation techniques to determine the significance of these variables on customer satisfaction. The study revealed that advertisement has positively, low and significantly impact on Customer Satisfaction. The study also highlighted that public relation has negative, strong and significance effect on customer satisfaction. Based on these findings, recommendations were made, including the need for the company to carefully consider the appropriate channel of advertisement in order to increase patronage of cement product. Also, the company should consider hosting community events, such as cement-themed workshops or seminars, to engage with customers and promote its product. Additionally, the company should consider implementing a sales promotion strategy that offers targeted discounts and incentives to its customers e.g. loyalty programs, limited-time offers, bundle deals, and referral incentives. The study contributed to the existing literature by providing empirical evidence on the impact of promotional strategies in customer satisfaction within the Nigerian context. Keywords: Advertisement, Direct Marketing, Sales Promotion, Public Relations, Customer Satisfaction, Cement Companies, Nigeria.
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