Effect of Promotional Strategies on Customer Loyalty and Repeat Purchase on the Soft Drink Bottling Industry in Ghana with Special Emphasis on Coca Cola’s (Coke)

Abstract

This paper attempts to critically demonstrate the effect that promotional strategies have on the operation of the soft drink bottling industry with emphasis on Coca Cola’s (coke) in Ghana. This area of study was chosen to know if a huge promotional budget brings about retaining customer loyalty and stimulate customers to make repeat purchases. The data were collected via the use of questionnaires since primary data was needed for the research. The questionnaires were administered to the respondents using the simple random sampling technique and the data was then analyzed using SPSS. A total of 400 questionnaires were administered, 375 were received, whereas 25 was not answered properly and therefore omitted. By virtue of this, 350 questionnaires were left to be analyzed. This research is purely qualitative and descriptive. The result of the findings indicated that customer satisfaction has a greater effect on customer loyalty and repeat purchases as compared to promotional strategies. Since promotional strategies do not bring about customer loyalty but instead affect customer repeat purchases. As a result of these findings, organizations ought to focus more on improving their products in order to satisfy customers.

Keywords: Promotional Mix, Promotion, Advertising, Personal Selling, Sales Promotion, Public Relations, Publicity, Customer Loyalty, and Repeat Purchases.