Effect of Sales Promotion on Customer Patroange of Alcoholic Beverages (A Study of Customers of Alcoholic Beverages in Aguata Lga)

This study focused on the effect of sales promotion on customer patronage, of alcoholic beverages (A study of Consumer of Alcoholic Beverages in Aguata LGA).The widespread use of sales promotion has sparked considerable interest and debate over their effectiveness.Critics argue that sales promotions are ineffective as they make customers prone to promotion resulting in market share losses in the long run.However, other researchers have shown that sales promotions lead to real increases in sales and profits.Despite this discrepancy, very little is understood about sales promotion, especially with regards to how consumers respond to the various sales promotional strategies used by marketers.The main objective of the study is to determine the effect of sales promotion on consumer patronage.The specific objectives are to ascertain the effect of contest on customer patronage and to ascertain the effect of contest on customer patronage of alcoholic beverages.A survey research design was employed.The study made use of 115 respondents.Data was analyzed using Multiple Regression Analysis.The findings revealed that both dependent and independent variables (price, pack, contest and coupons) had significant effect on customer patronage.Finally, the study concluded that sales promotion has significant effect on customer patronage of alcoholic beverages.Based on the results of the study and conclusions, the following recommendations are made: In as much as sales promotion is a key element in the advancement of Brewer industry, tools selected should be sustained overtime while being flexible due to economic instability so as to avoid downward fluctuations in their profit margin.