PRODUCT DEVELOPMENT ON CUSTOMER BUYING DECISION OF

MOBILE PHONES IN ILORIN, KWARA STATE, NIGERIA

BY

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 CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Marketing is the process of developing, promoting, and distributing products and

services to satisfy customers' needs and wants. According to Fuerderer, Herrmann and

Wuebker (2013), marketing is one of the key ways in which companies try to create

awareness of their products or services. Hoffman and Urbany (2005) describe marketing

as “the planning and implementation of almost everything an organization does to

facilitate an exchange between itself and its customers.” Marketing as defined by Kotler

and Armstrong (2004) is a social and managerial process. It is an activity which

facilitates exchanges between buyers and sellers; a function within an organization which

communicates the organization’s value proposition which defines the uniqueness of the

organisations in the marketplace.

According to Mullins, Walker and Boyd (2012), the benefits of setting a clear

marketing target includes giving the staff a clear sense of direction in terms of where the

business is going and what is expected of them, used in evaluating the success of the

business, it will ensure that all the efforts and actions are focused on obtaining the set

objectives and it will help motivate the staff both leaders and their team and also help

reward them when the project is completed (Mullins, et al., 2012). Anderson (2003)

affirmed that marketing is necessary toenhance organizational objectives sense, serve,

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and satisfy customers" needs and boost patronage. Since the goal of manufacturing

industries is to ensure that goods and services are rendered to customers, marketing is

therefore streamlined in order to influence customer purchase decision process for

patronage.

Customers’ patronage is a concept in marketing which cannot be overemphasized

especially for industries who offer products and services. Buttle (2006) defined customer

patronage as the extent to which a customer buys or patronizes the services of a

industries which depends on how the customer perceives the firm's physical environment

and feels that the condition of the service environment is consistent with his/her

personality. In the opinion of Yusuf (2007), consumer patronage is an essential index to

predict consumer behavior as a subjective attachment to the product. However, the

challenge of getting the attention of and remaining in the mind of the consumers have

steadily increased, requiring organizations to create nicely planned and comprehensive

marketing communication programmes in order to achieve organisational objectives. In

this regard, Ata and Toker (2012) averred that one of the major factors of customer

patronage are promotional mix.

Saguti (2015) stated that promotion mix is a model used by organizations to

create and improve their marketing efforts. It is used to blend different factors in such a

way that the organization is able to achieve their objectives and meet customers need.

Palmer (2010), averred that promotion mix is a conceptual framework that marketing

managers use to come up with strategies that can use to target their market and meet

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consumer’s needs. Kiprotich (2012) also stated that promotion mix is a set of marketing

tools that organizations blend to get the response it wants from its target market.

According to Kotler (2007), promotion mix endeavors to catch the attention of

customers, encourage customer loyalty, encourage trial, inform and remind potential

customers about new arrivals, encourage new customers, modify attitudes, build an

image and encourage brand switching. It consists of five diverse fields of

communication channel advertising, personal selling, sales promotion, direct marketing,

and public relations (publicity).

According to Abiodun (2011), advertising is a non-personal paid form of

communication about an organization or its product to a target audience through amass

broadcast medium by an identified sponsor. Adewale (2004) viewed advertising as a non-

personal communication strategy that is directed at target audience through various

media in order to present and promotes products, services and ideas. Moreover, Shimp

(2010) stated that advertising is aimed at promoting the seller’s products by making them

public through various kinds of media like printed and electronic. Advertisement have

been showed by several researchers to influence sales, purchase and patronage. Agbeja,

Adelakun and Akinyemi (2015) researched on analysis of the effect of advertising on

sales and profitability of company it was revealed that there was a significant effect

between advertising and profitability. The research by Joshi, Prabhu and Chirputkar

(2016) on impact of advertising and sales promotion expenses on the sales performance

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also revealed that a significant positive relationship between advertising and sales

promotion on sales performance.

Personal selling involves verbal communication and face-to-face interaction

between an organization’s sales representatives and prospective buyers in order to

disseminate sufficient information, overcome prospects’ objections to sale, provide

answers to questions asked by prospective customers, and generate a positive response

towards the organization’s offers (McCarthy & Perreault, 2014). Futrell (2012) describes

personal selling as the personal communication in which a seller considerately sways a

potential customer into buying goods or services, an idea, or anything which satisfies the

individual. Researchers have come to agree that successfully take part in personal selling

boost their performance through rising sales of the company’s products. In this regard, a

study by Aliata (2012) on the relationship between personal selling and performance

discovered that personal selling is essentially related to profits of banks in a positive way.

Kotler and Armstrong (2010) defined direct marketing as the use of mail, fax, e-

mail, or internet to communicate directly with or solicit response or dialogue from

specific customers and prospects. Lawson (2008) averred that through direct marketing,

an organization is able to collect relevant information about their customers and develop

products based on their customers’ needs and wants. Callen (2010) is of the opinion that

direct marketing if well planned and implemented effectively becomes more cost

effective than other promotional methods due to the specific targets that the technique is

applied to. Researches on the effects of direct marketing as relate to sales have been

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discoursed by several researchers. In this regard Enitilo, Olalekan1 and Ibidolapo (2020)

in a research titled effect of direct market on consumer patronage revealed a significant

relationship between direct marketing and customers' patronage, and that direct

marketing positively influence customers' patronage.

Furthermore, sales promotion which is also a promotion mix tool is designed to

stimulate immediate purchase of goods and services mainly by the use of incentives.

Examples of such incentives include free sample, twin-pack bargain, temporary price

reduction, special discount bonus (Adebisi & Babatunde, 2011). Oyedepo (2012) asserted

that sales promotion is an uninterrupted incentive that offers an extra value or incentive

for the product to the sales force, distributor, or the final consumer with main objective of

creating an immediate sale. The relationship between sales promotion and customer’s

patronage has also been investigated by several researchers and scholars. Michael (2020)

carried out a study to determine the effect of sales promotion on marketing of Coca-Cola

drinks and found significant positive effect. The research by Emmanuel and Chris (2019)

on the effect of sales promotion on customer patronage of alcoholic beverages also

showed that price, pack, contest and coupons had positive effects on customer’s

patronage.

Having examined promotion mix tools, it is necessary to examine the impact on

customer’s patronage as a means to add to a body of existing knowledge and also fill

certain research gaps. Therefore, this study seeks to investigate promotional mix and

customers’ patronage in in Dufil Prima food plc.

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1.2 Statementofthe Research Problem

Promotion mix has been an important aspect in objectives achievement in most

manufacturing industries. Organization’s decision making process on selection and

implementation of appropriate tool makes it possible to adhere to the objectives easily;

however, most industries do not meet their objectives as patronage is low. This problem

has forced industries into venturing in other strategies to boost patronage as well as

remain functional in the competitive market. Some of the new strategies to be utilized

may be ill-tested which could further result into business closure.

Hiwot (2021) in a study on the effect of integrated marketing communication on

customer patronage and found that except sales promotion, all the other four integrated

marketing communication tools such as advertising, direct marketing, sales promotion,

public relations/ publicity, personal selling had significant effect on overall customer

patronage. Enitilo, Olalekan and Ibidolapo (2020) in a research titled effect of direct

market on consumer patronage in selected banks found thatdirect marketing has influence

on customer’s patronage. Also, the study by Enidom Mojekeh and Nwaizugbo (2019)

titled promotion strategies and customer patronagerevealed that sales promotion and

direct marketing has significant effect on customer patronage while advertising has no

significant impact on patronage.

The following studies are similar to the present study because it investigates

promotional mix and its impact on customer’s patronage. However, the fundamental

difference from the previous studies with this research lies in location of research, the

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number of respondents used, as well as the methodology. While this study will fill these

research gaps, the impact of promotional mix and how it impacts customer’s patronage

will be revealed. Hence, this study seeks to investigate promotional mix and customers’

patronage in Manufacturing Nigeria in Dufil Prima food plc.

1.3 Research Questions

The objective of the study is to investigate promotional mix and customers’

patronage in Dufil Prima food plc.Specifically, the study seeks to:

1. What is the impact of advertising on customers’ patronage in Dufil Prima food

plc?

2. What is the impact of personal selling on customers’ patronage in Dufil Prima

food plc?

1.4 Research Objectives

The objective of the study is to investigate promotional mix and customers’

patronage in Dufil Prima food plc.Specifically, the study seeks to:

1. investigate the impact of advertising on customers’ patronage in Dufil Prima food

plc?

2. ascertain the impact of personal selling on customers’ patronage in Dufil Prima

food plc?

1.5 Research Hypotheses

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 H01:Advertisement does not have significant impact on customers’ patronage in

Dufil Prima food plc

H02: Personal selling does not have significant impact on customers’ patronage in

Dufil Prima food plc

1.6 Significance of the Study

The findings of this study would be of benefit to manufacturing companies,

marketers, telecommunication companies and researchers in similar field.

Manufacturing companies would benefit from this study as data would be

obtained on the promotional mix that influence customers patronage. It is hoped that the

adoption of the element of market promotion will help boost sales by increasing

patronage by customers.

This research will be of benefit marketers as it will enlighten them about the

implications of their actions and the importance of adopting a promotional approach that

can reach the target customers and encourage them to make the purchasing decision.

This study would also be relevant to telecommunication companies in that, it will

determine the various factors that influence the customer’s purchase decisions to enable

them adjust their strategies. It will also help the firms to properly utilize their resources,

increase their profitability and growth.

This study will serve as reference material for researchers and other scholars, who

areembarking on similar research as it would expose the influence of promotional mix

oncustomers’ patronage. The findings of this study would stimulate other interested

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researchers on some ofthe researchable propositions that might be generated from the

present study which can also bereplicated in educational institutions in other states of the

Federation.

1.7 Scope of the Study

The study will be limited to manufacturing industries in Ilorin metropolis alone.

A sample of seventy-nine respondents will be used for the study by utilizing Yamane’s

formula. This study will also investigate moderating variables of advertising, personal

selling, direct marketing and sales promotion. Researcher developed questionnaire will

be used to elicit information from the respondents; descriptive statistics of frequency

counts and percentages will be used to analyze the demographic data of respondents

while regression analysis will be used to test the hypothesis at 0.05 alpha level.

1.8 Definition of Key Terms

Advertising: refers to a form of non-personal methods of communicating ideas or

products through mass communication channels such as television, newspapers,

magazines, theaters, and radio.

Personal selling: a form of verbal communication with buyers in a bid to make sales.

Direct Marketing: The distribution of products, information and promotional benefits to

target customers through direct means without interference of an intermediary.

Sales Promotion: refers to incentives given to customers or discount on certain

goods/services so as to enhance purchase.

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Customerssatisfaction: the contentment buyers/clients get after purchasing goods or

after being rendered service(s).

CHAPTER TWO

LITERATURE REVIEW

This chapter comprises the review of related concepts, theoretical review and

empirical review from relevant secondary sources of data such as journals, internet,

textbooks, magazines and newspaper. It reviews scholarly works and contributions on the

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topic under study. This literature review provides various insights associated with

promotional activities and customers’ patronage. The researcher on reviewing the

literature,identified the knowledge gaps in the existing research.

2.1 Conceptual Review

The conceptual framework is an abstract representation connected to research

projects and direct the collection and analysis of data. It is also an analytical tool with

several variables and context. According to Kotler and Keller (2006), conceptual

framework cross both scale of theories with distinctive organized ideas. Based on

thorough theoretical and empirical reviews, marketing communication strategy is one of

the key components of the services marketing mix strategy which manufacturing

industries use to engage customers in order to increase patronage.

The manufacturing industries stakeholders must first examine customer needs in

the area served by the industry and choose the strategy that suit the environment,

according to the potential for profit and growth, in line with the industries’ resources and

objectives to create long-term customer’s patronage. The IMC is the set of tools used by

industries to successfully inform customers of the benefits of their respective goods and

services so as to position their brands in the minds of customers to create meaningful

customer patronage in the long-run. IMC provides an opportunity for differentiation

between private hospitals in terms of customer loyalty (Thwaites, 1998). There is no one

promotional tool which can fit and achieve all objectives of the promotion strategy

which, in turn, means that most service organizations use more than one promotional mix

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tools. Such promotional tools namely advertising, personal selling, direct marketing,

sales promotion and public relations/ publicity in an integrated manner are good

predictors of variation in customer loyalty.

Promotional Mix Tools

Personal Sales Direct

Advertising Selling Promotion Marketing

Customer’s
Patronage

Researcher Designed, 2023

2.1.2Concept of Promotional Mix

According to Kotler (2007), promotion mix endeavors to catch the attention of

new customers, encourage customer loyalty, encourage trial, inform and remind potential

customers about new arrivals, encourage new customers, modify attitudes, build an

image, encourage brand switching etc. It consists of five diverse fields of communication

channel: advertising, personal selling, sales promotion, direct marketing, and public

relations (publicity). These fields are further described below.

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2.1.2.1Advertising

According to Abiodun (2011), advertising is a non-personal paid form of

“communication about an organization or its product to a target audience through amass

broadcast medium by an identified sponsor”. In Kevin’s (2009) definition, advertising is

any paid means of non-personal communication about an organization, good service or

idea by a recognized sponsor. The paid facet of this definition is important because the

space for the advertising message normally must be bought. Advertisement covers

policies and procedures related to amount to spend. For example, the load to be placed on

advertising and copy platform to acquire product image desired and corporate desired and

finally mix of advertising to the trade through the trade to consumers. In his conclusion,

he elaborates that advertising attracts new customers to a company in addition to

boosting customer loyalty, since it requires making the brand well known to people.

Adewale (2004) stated that advertising is a non-personal communication strategy

that is directed at target audience through various media in order to present and promotes

products, services and ideas. According to Engel (2000), advertising is a strategy used by

organizations to inform, remind and persuade customers to purchase a product. It is also

used to present product, ideas and reach targeted customers. Moreover, Shimp (2010)

stated that advertising is aimed at promoting the seller’s products by making them public

through various kinds of media like printed and electronic. This is made clear by the fact

that messages can reach large numbers of people and make them aware, persuade and

remind them of the firm’s offers.

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 Kotler (2011) stated that the advertisement purpose is a particular contact task to

be carried out with a specific target group over a specific period of time. Advertising

targets can be categorized by primary intent, whether the aim is to educate, convince or

remind the public. Informative advertising is used actively by developing a new category

of goods by developing primary demand. Some convincing advertising has been

comparative advertising in which a company directly or implicitly compares its brand to

one or more other products. Reminder advertising is important for mature products – it

keeps consumers preoccupied with the product (Kotler, 2011).

2.1.2.2Personal Selling

According to Etzel (2010) personal selling is a direct communication between a

sales representative and more potential buyers with an intention to act upon each other in

purchasing situation. Similarly, Futrell (2012) describes personal selling as the personal

communication in which a seller considerately sways a potential customer into buying

goods or services, an idea, or anything which satisfies the individual. Achumba, (2010)

describes personal selling as an oral presentation in a conversation with oneor more

buyers for the purpose of making sales. Kotler (2006), explains that Personal selling also

gives presents a big chance for all forms of relationships to grow, starting from normal

selling relationships to personal friendships.

The According to the New Zealand Qualifications Authority, (2008) personal

selling performsseveral activities which include; identification of customers,

development of product knowledge,marketing, promotion, prospecting, knowledge of

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customers, service standards, gainingappointments, choosing sales approaches, meeting

customers, identifying customer needs andrequirements, demonstrating products, use of

selling techniques, use of sales aids, makingsales pitches, overcoming objections, closing

sales, completing documentation, receivingpayments, recording sales, using sales

technologies, providing after–sales services, followingup sales, and sales analysis.

According to Kerin, (2009), personal sale is a two-way contact between the

consumer and the seller, with a plan to influence the purchasing decision of a individual

or community. Shimp (2010) also claimed that the value of personal sales is that

consumers can get more attention than ads or displays. The sales person may correct

what they say or do in accordance with the interest, desires, questions and suggestions of

the customer. Personal selling is the most reliable method at a certain stage of the buying

process, especially in building buyer’s preferences, convictions, and actions. It contains

personal interaction between two or more people, so each person is able to notice the

other’s needs and characteristics and make swift alterations (Shimp, 2010).

2.1.2.3 Sales Promotion

Sales promotion is a strategy that is used by companies to promote sales, usage or

trial of a product or service. Oyedepo (2012) stated that sales promotion is an

uninterrupted incentive that offers an extra value or incentive for the product to the sales

force, distributor, or the final consumer with main objective of creating an immediate

sale. Kotler and Amstrong (2010) asserted that sales promotion is a media or non-media

marketing strategy used by organizational for a specific period of time to increase

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demand, productivity and influence product trial. Aderemi (2003) was of the opinion that

sales promotion is also used by organizations to achieve a competitive advantage and

influence their target customers to purchase their products. Organizations use sales

promotion along with advertising, public relations, and personal selling (Schiffman &

Kanuk, 2004).

According to Mullin (2010), sales promotion is used by organizations to increase

volume, induce trial, increase repeat purchase, increase customer loyalty, increase

product usage, create interest, create awareness and create brand awareness. According to

American Marketing Association (2010), sales promotions is “media and non-media

marketing pressures applied for a predetermined time frame to different target audience,

thus consumers, retailers and wholesalers in order to stimulate trial, increase consumer

demand and improve product viability.” According to Kotler (2003), sales promotion is a

key ingredient in marketing campaigns and consists of a diverse collection of incentive

tools such as; coupons, rebates, samples and sweepstakes it is a short term strategy

designed to stimulate quicker or greater purchase particular products or services by

consumers.

The relationship between sales promotion and customer’s patronage has

also been investigated by several researchers and scholars. The studies conducted by

Aliata (2012) found a statistically fundamental relationship between sales promotion and

performance. They made the proposition that sales promotion raised brand preference,

which in turn improved brand performance and later high profits/performance. Adeniran,

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Egwuonwu and Egwuonwu (2016) research on the impact of sales promotions on sales

turnover in airlines industry in Nigeria.

2.1.2.4 Direct Marketing

Direct marketing is a direct communication strategy used by organizations to

target their customers thus gets an immediate response. Armstrong (2005) argued that

direct marketing is the use of direct consumer networks to access and distribute products

and services to consumers without the use of marketing facilitators. These platforms

include direct mail, catalogues, telemarketing, digital television, newsstands, blogs and

mobile devices. It consists of a direct interaction with carefully selected individual

customers, not just in order to achieve an immediate response but also to cultivate a long-

term customer relationship. Kotler and Armstrong (2010) also defined direct marketing

as the use of mail, fax, e-mail, or internet to communicate directly with or solicit

response or dialogue from specific customers and prospects.

According to Lawson (2008), through direct marketing an organization is able to

collect relevant information about their customers and develop products based on their

customers’ needs and wants. Callen (2010) is of the opinion that direct marketing if well

planned and implemented effectively becomes more cost effective than other promotional

methods due to the specific targets that the technique is applied to. Existing customers

can be communicated to familiarize them with new products and special offers, hence,

affecting their loyalty while the new customers can be identified and stimulated to

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purchase products or services of a business organization through direct channels.

According to Callen (2010) direct marketing has increased the consumer’s use of internet

for purchasing many products. Direct marketing activities are often very effective in

producing sales leads when a customer asks for more information about a product or

service (Callen, 2010)..

2.1.2.5Publicity

Etzel (2010) defined public relations is a management tool applied to positively

influence attitudes towards an organization, its products, and its policies. Kerin (2009),

stated that public relations are a form of communication management which are aimed at

influencing the feelings, opinions or beliefs held by customers, potential customers, stock

holders, suppliers, employees and other publics about a company and its products or

services. Public relations are a non-personal way of communication that attempts to

create an impact on the whole image of the organization and its products and services

among its various stakeholder groups. Public Relations is the management activity that

forms and sustains mutually beneficial relationships between organizations and public

(Cutlip, 2010).

In the views of Ayozie (2011), publicity is any form of commercially

significantly news item about organizations, goods, medium which the sponsor doesn’t

pay for. It is news transmitted in the media by the editor or reporter, and which has

significant news value. According to Kotler (2006), there are several forms of publicity

and they are: news release that is an announcement in regards to changes in the

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organization or product line, sometimes calls a press release and news conference, which

involves meeting held for representatives of the media so that the organization can

publicize major new events such as new products, technologies, mergers, acquisitions

and special events (Kotler, 2006).

2.1.3The Role and Importance of Promotion

According to Kotler and Armstrong (2004), marketing opportunities to increase

brand awareness, brand associations, perceived brand quality, and brand loyalty arise as a

result of society's changing requirements. The researchers further asserted that effective

relationship marketing requires an understanding of customers' needs and desires, which

includes research into the social marketing environment. Burger (2009) is also of the

opinion that marketers must establish their target markets, comprehend customer needs

and desires, and strive to create products that customers want to purchase.

Kotler and Armstrong (2004) stated that the factors of the customer's purchasing

behavior and intentions are critical factors and therefore necessitates an examination of

the customer's purchase decision-making process. Customers' research and purchasing

behaviors are evolving, and marketers must pay special attention to and focus on the

customer's purchasing process. Marketers' role is to approach customers at periods (or

touch points) when they are most receptive to influence and maximize brand awareness,

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brand associations, perceived brand quality, and brand loyalty in order to sway their

purchasing decisions (Aaker & Joachimsthaler, 2000).

Mualla (2006) stated that print or broadcast advertising, direct marketing,

personal selling, point of sale displays, and/or merchandising are all examples of

promotion mix elements. Promotional activities encompass all activities directed at

targeted customers that facilitate the process of contacting them with the goal of instilling

a sense of the commodity's importance in achieving a high degree of customer

satisfaction with their wishes and needs in comparison to competitors' commodities; thus,

the concept of promotion encompasses all personal, ad hoc, and institutional

communications. The primary objective of promotion is to contact and influence the

customer; an effective promotion requires an understanding and knowledge of the

persuasion process and how it is influenced by various environmental variables; the

targeted customers must be able to comprehend all of the information they get; and

finally, the desired information must be formulated in light of environmental

considerations.

2.1.4 Concept of Customers Patronage

Defining and measuring customer patronage could be a difficult task. However, in

the context of the manufacturing industry, customer patronage is the extent to which a

customer buys or patronizes the services of a industries which depends on how the

customer perceives the firm's physical environment and feels that the condition of the

service environment is consistent with his/her personality (Buttle, 2006).

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 The word customer is as old as business. The sole purpose of every business is to

create a customer. The only economic and social justification for the existence of any

business is to create customer satisfaction. Glenn (2009) stated that the importance of the

customer and customer patronage is both financial and non-financial. Ata and Toker

(2012) averred that industries' capability, product or services attributes, economic

situation, political forces, social and psychological factors, situational, competition,

marketing mix programs are factors of customer patronage. Attitude and actual usage

have been used as measures of customer patronages (Xardel, 2003).

Ata, and Toker (2012) further suggested that a favorable attitude and repeat

purchase were required to define patronage. Intention to use is defined as a specific

desire to continue a relationship with a service provider. Attitudinal measures are

perceived to have an advantage over behavioral measures (actual or repeat patronage) in

that they can provide a greater understanding of the factors associated with the

development and modification of patronage. Achmad, Muhammad and Humiras (2018)

averred that attitudes are functionally related to behavioral intentions, which predict

behavior. A person's intention to behave in a certain way is contingent upon the attitude

toward performing the behavior in question and the social pressure on him/her to behave

in that way. This suggests that attitudes and subjective norms differ according to the

person involved and behavioral context.

2.5 Theoretical Framework

2.5.1 The Theory of Stimulus-Organism-Response (SOR)

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 The theoretical framework underlying this study is the stimulus-organism-

response (SOR) theory proposed by Russell (1974). The Integrated marketing

communication (IMC) program is structured as a stimulus, whereas the client is an entity

and customer patronage is a reaction. The theory of SOR suggests that the organism can

mediate the effect of stimulus on response (Wu & Li, 2016). The core proposition

therefore is that the formation of customer patronage begins with effective and efficient

IMC strategies, followed accurate delivery to consumer (organism) and finally this will

result in the output (customer loyalty) response.

IMC centred on customers who are the essence of any business, as most

definitions tend towards integrating different marketing communications disciplines to

inform, persuade and remind customers to patronize the company, its products and

services. According to Kotler (2003), IMC has a way of looking at the whole marketing

process from the point of view of the consumer, which ensures a marketing

communication discipline that stimulates mutual profit for both the business and its

consumers. In addition, Kotler (1999) describes IMC as 'the definition under which a

company carefully integrates and schedules its communication networks in order to

provide a straightforward, consistent and persuasive message about the organization and

its goods.' IMC is a strategy in which companies communicate brands through the

incorporation of various elements of a promotional mix to work together to create a

seam. The basic aim of IMC is to optimize the synergetic ability of the various marketing

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relations disciplines as a whole and not in isolation, which in most cases maximizes their

cost-effectiveness (Csikósová, 2014).

2.3 Empirical Review

Hiwot (2021) carried out a study titled the effect of integrated marketing

communication on customer patronage in the case of private general hospitals, Addis

Ababa. The prime motive of the study was to investigate the effect of integrated

marketing communication on customer patronage of selected private general hospitals in

Addis Ababa. The study utilized explanatory research design along with quantitative

approach. Out of 400 distributed questionnaires, a total of 302 valid responses were

attained from sample respondents (both admitted and out-patients) from ten private

general hospitals. Convenience non-probability sampling was applied to select the

targeted respondents. Primary data were collected using self-administered questionnaire.

The result endorses that, except sales promotion, all the other four integrated marketing

communication tools such as advertising, direct marketing, sales promotion, public

relations/ publicity, personal selling had significant effect on overall customer patronage.

Advertising and personal selling exhibited relatively the highest positive and statistically

significant effects. Therefore, it is recommended that Marketing messages should be

advertised through social media and be accompanied by personal selling

Enitilo, Olalekan and Ibidolapo (2020) in a research titled effect of direct market

on consumer patronage in selected banks in Ondo State established the relationship

between direct marketing and customers’ patronage in selected commercial banks in

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Ondo State and investigate the effect of direct marketing strategy on customers’

patronage in selected banks in Ondo state. The population was made up of 269,454

customers of the selected banks in Akure Ondo State, Nigeria. The sample size for the

Study was 399 samples for the research using the taro model. Multiple regression and

correlation analyses were used to achieve the objectives establish the relationship

between direct marketing and customers' patronage in selected commercial banks in

Ondo State and investigate the effect of direct marketing strategy on customers’

patronage in selected banks in Ondo state. The results showed that banking personal are

(β = 0.211, t = 5.169, p= < 0.05); mobile banking are (β = 0.185, t = 3.073, p= < 0.05)

and internet banking are (β = 0.304, t = 5.031, p= < 0.05). The Study concluded that there

is a significant relationship between direct marketing and customers' patronage, and that

direct marketing positively influence customers' patronage of banks in Ondo State.

Michael (2020) carried out a study titled the effect of sales promotion on

marketing of cocacola drinks in Anambra State.The major aim of the study is to ascertain

the effect of personal selling, rebates trade and discounts onthe marketing of Cocacola

drink in Anambra State. This study adopted a descriptive survey design. Thisstudy is

carried out in Onitsha Anambra State. The researcher made use of primary sources.

Thepopulation of the study comprises all the customers in Onitsha. The population is

unknown (infinite). Thesample size of 368 was used. The data for this study were

collected by means of questionnaire and persona; interview.Frequency tables and

percentage analysis were used to present quantitative data in form of tables. Thestudy

24
also employed multiple regression Analysis. The results show that personal selling has

significanteffect on marketing of Cocacola drink in Anambra State. Rebates have

significant effect on marketing ofCocacola drink in Anambra State. Trade discounts have

significant effect on marketing of Cocacola drinkin Anambra State. The study concludes

that sales promotion has significant positive effect on themarketing of Cocacola drink in

Anambra State.

Similarly, Mohammad (2020) in a study titled the Influence of Service Marketing

Mix on Customer Loyalty towards Islamic Banks: Evidence from Jordan.This study

aimed to conduct an analysis of the influence of service marketing mix on customer

loyalty, with customer satisfaction as the mediating variable in the context of Islamic

banks in Jordan. The study collected the required data from 344 respondents using a

structured questionnaire, with the sample obtained through convenience sampling

approach. Based on the research results, all the elements of service marketing mix,

namely price, product, place, promotion, process, people and physical evidence

significantly and positively affected customer satisfaction and customer loyalty. The

study supported the importance of customer satisfaction for the creation of customer

loyalty.

CHAPTER THREE

Methodology

3.0 Introduction

25
 This chapter deals with the method that will be used in the conduct of this

research work. It will be done under the following headings: research design, population

of study, sample and sampling technique, research instrument, validity and reliability of

the instrument, method of data collection and method of data analysis. This research

methodology will therefore guide the process of examining promotional mix and

customers’ patronage in Nigeria.

3.1 Research Design

Descriptive research of survey type will be adopted for this study. Descriptive method

involves the collection of data without manipulating the information from respondents.

This type of research allows for a variety of methods to recruit participants, collect data,

and utilize various methods of instrumentation. Survey research can use quantitative

research strategies (such as, using questionnaires with numerically rated items), as it is

often used to describe and explore human behaviour, surveys are therefore frequently

used in social and psychological research. This will be considered appropriate as the

information elicited from sample respondent can be used to generalize on the whole

population of this study.

3.2Population of study

26
Population is made up of all conceivable elements, subjects or observations relating to a

particular phenomenon as a set of interest to the research. The population of the study

will comprise(98)dufil Prima food plc customers.

3.3 Sample Size and Sample Techniques.

In selecting the sampling size for this study, the Yamane’s formula was

employed. The Yamane’s formula is denoted by:

n= __N_____
1 + N(e)2

Where: n = Sample size, N = Population , e = Significant level (5%)

n= ___98______
1 + 98 (0.05) ²

n= ___98_______
1 + 98 (0.0025)

n= ___98_______
1 + 0.245

n= ___ 98_______ n = 78.7

1.245

Approximately, n = 79. Therefore, the sample size for this study is 79

3.4 Research Instrument

This involves the use of primary sources of data. The primary source involves the

use of questionnaire. The self-developed questionnaire will consist of six sections. B-F.

Section A will elicit information on the respondents’ demographic data, Section B – E

will elicit information on the moderating variables generated in the research questions.

27
The items will be based on the 5-points modified Likert rating scale type of Strongly

Agree (SA), Agree (A), Undecided (U), Disagree (D) and Strongly Disagree (SA).

3.5 Validity and Reliability of the Instrument

An instrument is considered valid when it succeeds in measuring what it purports

to measure (Fawett, 2013). To ascertain the validity of this instrument, the questionnaires

will be given to three experts in the Faculty of Management of sciences, University of

Ilorin, Ilorin, Nigeria which will be subjected to face and content validation. The experts’

comments and suggestions in line with the supervisor’s recommendations was used to

improve the contents of the questionnaire.

The reliability of the instrument will be carried out by using test split-half

technique. Twenty (20) copies of questionnaires will be administered to twenty (20)

respondents outside the study area. The result of the administration will be analyzed

using Chrombach alpha owing to the Likert scale mode of questionnaire used.

3.6 Method of Data Collection

The research utilized primary source of data. In order for the researcher to gain

the recognition for the respondents, a letter ofintroduction that is duly signed by the Head

of Department of Faculty of Management of sciences, University of Ilorin, Ilorin, Nigeria

will be used for the purpose of instrumentadministration. The rights and dignity of

participants and privacy will be considered. The researcherwill seek for the informed

consent of all those who will participated in the study. The researcher will explain to

respondents that they are free to decide on whether information they wish to share

28
withthe researcher. The researcher will make efforts with other trained research assistants

toadminister the instrument and protect the confidentiality of the research participants.

3.7 Method of Data Analysis

The computer aided package known as statistical package for social sciences

(SPSS) will be employed to analyze data. Frequency and percentage tables will be used

to present the demographic data as well as the research questions raised in the study.

Multiple linear regressionswill be used to test the formulated hypothesis at 0.05 alpha

levels.

29
 CHAPTER FOUR

Presentation, Analysis of Data and Discussion

4.0 Introduction

This chapter present in details the result and interpretation of the collected field data

obtained from the survey questionnaires. In the course of the analyses of the data,

inferential statistics such as the frequency, table and percentage was used for the

demographic characteristics and the hypothetical research questions while multiple linear

regressions was used in testing the formulated hypothesis.

4.1. Data Presentation.

Table 1: Analysis of Response Rate of Respondents

Valid Cumulative
Frequency Percent Percent Percent
Valid Retrieved 79 100.0 100.0 100.0
Non
0 0 0 100.0
retrieved
Total 79 100.0 100.0
Source: Researcher’s Field Survey, 2022.

Table 1 shows the response rate of the administered questionnaires. Out of 79

questionnaires that were administered, 79 questionnaires were retrieved. This signifies

100% retrieval rate.

30
Table 2 Distribution of the Respondents based on Gender

Cumulative
Frequency Percent Valid Percent Percent
Valid Male 34 43.0 43.0 43.0
Female 45 57.0 57.0 100.0
Total 79 100.0 100.0
Source: Researcher’s Field Survey, 2022.

The gender distribution of the sampled respondents as shown in table 4.1.2 above

indicates that 43.0% of the respondents are male while the remaining 57.0% of the

respondents are female. This shows that majority of the respondent are female.

Table 3: Age Distribution of the Respondents

Valid Cumulative
Frequency Percent Percent Percent
Valid 15-22 years 41 51.9 51.9 51.9
23-30years 24 30.4 30.4 82.3
31-37years 9 11.4 11.4 93.7
38-45years 3 3.8 3.8 97.5
46 years & 2 2.5 2.5 100.0
above
Total 79 100.0 100.0
Source: Researcher’s Field Survey, 2022.

Table 4.1.3 depicts the age distribution of the respondents. 51.9% are between the ages

15-22 years, 30.4% are between 23-30 years, 11.4% are between 31-37years, 3.8% are

between 38-45years while the remaining 2.5% are 46 years and above. Results shows

that majority of the respondents are between 15-22 years age range.

31
Table 4: Distribution of Respondents based on Educational qualification

Valid Cumulative
Frequency Percent Percent Percent
Valid SSCE 16 20.3 20.3 20.3
OND/NCE 19 24.1 24.1 44.3
HND/B.Sc. 36 45.6 45.6 89.9
M.S.C./M.A./MBA 5 6.3 6.3 96.2
PHD 3 3.8 3.8 100.0
Total 79 100.0 100.0
Source: Researcher’s Field Survey, 2022.

According to the table 4.1.4 above, 20.3% of the respondents have SSCE, 24.1% of the

respondents have either OND/NCE, and 45.6% have either HND/BSC and 6.3% of them

have either M.S.C./M.A./MBA while the remaining 3.8% have Ph.D. This implies that

majority of the respondents have either HND/BSc.

Table 5: Distribution of Respondents based on Occupation

Cumulative
Frequency Percent Valid Percent Percent
Valid Student 44 55.7 55.7 55.7
Self- 22 27.8 27.8 83.5
employed
Employed 13 16.5 16.5 100.0
Total 79 100.0 100.0
Source: Researcher’s Field Survey, 2022.

32
According to the table, 55.7% of the respondents are student, 27.8% of the respondents

are self-employed, while 16.5% of them are employed. This results show that majority of

the respondents are student.

Table 6 Distribution of the Respondents based on Category

Valid Cumulative
Frequency Percent Percent Percent
Valid Manufacturer 0 0 0 0
Consumer 79 100.0 100.0 100.0
Others 0 0 0 100
Total 79 100.0 100.0
Source: Researcher’s Field Survey, 2022.

Table 4.1.4 shows that the entire respondents are Dufil Prima food plc customers.

4.2 SECTION B: Analysis of Hypothetical Questions

Advertising

Table 1:The layout of Indomie instant noodles advert on newspaper makes me

patronize their store
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly disagree 5 6.3 6.3 6.3

Disagree 6 7.6 7.6 13.9

Undecided 17 21.5 21.5 35.4
Agree 39 49.4 49.4 84.8
Strongly agree 12 15.2 15.2 100.0
Total 79 100.0 100.0
Source: Researcher’s Field Survey, 2022.

33
Table 2 contains the respondents’ view on whether the layout of Indomie instant noodles

advert on newspaper make them patronize Dufil Prima food plc store. It is indicated that

6.3% strongly disagreed, 7.6% disagreed, 21.5% remained undecided, 49.4% agreed with

the statement while 15.2% strongly agreed. This implies that majority of the respondents

agreed that the layout of Indomie instant noodles advert on newspaper make them

patronize Dufil Prima food plc store.

Table 2: Dufil advert of instant noodles on Newspaper are short and well
detailed and this influence me to buy their product recurrently
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly disagree 4 5.1 5.1 5.1

Disagree 3 3.8 3.8 8.9

Undecided 21 26.6 26.6 35.4

Agree 42 53.2 53.2 88.6

Strongly agree 9 11.4 11.4 100.0

Total 79 100.0 100.0

Source: Researcher’s Field Survey, 2022.

Respondents’ opinion was also sought on whether Dufil advert of instant noodles on

Newspaper are short and well detailed and if this influence them to buy their product

recurrently. As presented in the table, 5.1% strongly disagreed and 3.8% disagreed while

26.6% remain undecided, 53.2% agreed on the statement and 11.4% strongly agreed

regarding the statement. The implication of the result is that respondents believed that

34
Dufil advert of instant noodles on Newspaper are short and well detailed and these

influence them to buy their product recurrently.

Table 3: Dufil advert on Newspaper are engaging, interesting and well detailed
and this influence me to repeat purchase
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly disagree 4 5.1 5.1 5.1

Disagree 9 11.4 11.4 16.5

Undecided 11 13.9 13.9 30.4

Agree 36 45.6 45.6 75.9

Strongly agree 19 24.1 24.1 100.0

Total 79 100.0 100.0

Source: Researcher’s Field Survey, 2022.

Respondents’ opinion was also sought on how whether Dufil advert on Newspaper are

engaging, interesting and well detailed and if that influence that to repeat purchase. As

shown in the table, 5.1% strongly disagreed, 11.4% disagreed, and 13.9% remained

undecided regarding the statement as 45.6% agreed while 24.1% strongly agreed. Hence,

majority of the respondents agreed to the statement. This implies that they believed that

Dufil advert on Newspaper are engaging, interesting and well detailed and this influence

them to repeat purchase.

Table 4: Native languages are often used when broadcasting on radio and this influence

my purchase decision.

35
 Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly disagree 5 6.3 6.3 6.3

Disagree 13 16.5 16.5 22.8

Undecided 12 15.2 15.2 38.0

Agree 32 40.5 40.5 78.5

Strongly agree 17 21.5 21.5 100.0

Total 79 100.0 100.0

Source: Researcher’s Field Survey, 2022.

Table 4 reveals the responses of the respondents on the statement “Native languages are

often used when broadcasting on radio and this influence my purchase decision”. As

shown in the table, 6.3% strongly disagreed, 16.5% disagreed, and 15.2% remained

undecided regarding the statement. 40.5% agreed while 21.5% strongly agreed. The

result of the analysis shows that majority of the respondents agreed with the statement;

therefore Native languages are often used when broadcasting on radio and this influences

their purchase decision.

Table 5: Indomie instant noodles advert broadcasted on radio in English usually appeals
to me and influence my patronage
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly disagree 3 3.8 3.8 3.8

Disagree 9 11.4 11.4 15.2

36
 Undecided 11 13.9 13.9 29.1

Agree 35 44.3 44.3 73.4

Strongly agree 21 26.6 25.3 100.0

Total 79 100.0 100.0

Source: Researcher’s Field Survey, 2022.

Table 4.2.5 indicates that 13.9% of the responses remain undecided about the statement,

3.8% strongly disagreed, 11.4% disagreed, 44.3% agreed while 26.6% strongly agreed

with the same statement. According to the respondents’ views, it is revealed that

Indomie instant noodles advert broadcasted on radio in English usually appeals to me

and influence my patronage.

Table 6 Dufil adverts broadcasted on radio in Ilorin has made it easy to identify different
products offered by the brand
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly disagree 3 3.8 3.8 3.8

Disagree 5 6.3 6.3 10.1

Undecided 4 5.1 5.1 15.2

Agree 46 58.2 58.2 73.4

Strongly agree 21 26.6 26.6 100.0

Total 79 100.0 100.0

Source: Researcher’s Field Survey, 2022

37
Table 4.2.6 illustrates the view of respondents with respect to the statement ‘Dufil

adverts broadcasted on radio in Ilorin has made it easy to identify different products

offered by the brand’. Just as revealed on the table, 3.8% of the respondents strongly

disagreed, 6.3% of them disagreed, and 5.1% of the responses remain undecided. 58.2%

of them agreed while 26.6% of them strongly agreed. Majority of the respondents agreed

to the statement and this implies that mount Dufil adverts broadcasted on radio in Ilorin

has made it easy to identify different products offered by the brand.

Table 7: Adverts of instant noodles on social media have increased my patronage

Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly disagree 4 5.1 5.1 5.1

Disagree 10 12.7 12.7 17.7

Undecided 15 19.0 19.0 36.7

Agree 25 31.6 31.6 68.4

Strongly agree 25 31.6 31.6 100.0

Total 79 100.0 100.0

Source: Researcher’s Field Survey, 2019.

The table 4.2.7 represents view on whether Adverts of instant noodles on social media

have increased their patronage. It can be seen that 5.1% of them strongly disagreed,

12.7% of them also disagreed, and 31.6% of them agreed, 31.6% strongly agreed while

only 19.0% were neutral regarding the statement. The implication of the result is that as

38
gathered from the respondents, adverts of instant noodles on social media had increased

their patronage

Table 8: Online campaign of instant noodles created by Dufil prima foods is more
engaging because customers comments and also make further enquires before patronizing
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly disagree 5 6.3 6.3 6.3

Disagree 11 13.9 13.9 20.3

Undecided 10 12.7 12.7 32.9

Agree 30 38.0 38.0 70.9

Strongly agree 23 29.1 29.1 100.0

Total 79 100.0 100.0

Source: Researcher’s Field Survey, 2022.

Table 4.2.8 presents the respondents view on whether online campaign of instant noodles

created by Dufil prima foods is more engaging because customers comments and also

make further enquires before patronizing. 12.7% of the respondents were neutral

regarding the statement while 6.3%, 13.9%, 38.0% and 29.1% strongly disagreed,

disagreed, agreed and strongly agreed respectively. The findings reveal that online

campaign of instant noodles created by Dufil prima foods is more engaging because

customers comments and also make further enquires before patronizing.

Personal Selling
Table 9: The sales force of Dufil brand are impressing and they deliver beyond
expectation

39
 Valid
Frequency Percent Percent Cumulative Percent
Valid Strongly disagree 3 3.8 3.8 3.8

Disagree 8 10.1 10.1 13.9

Undecided 11 13.9 13.9 27.8

Agree 25 31.6 31.6 59.5

Strongly agree 32 40.5 40.5 100.0

Total 79 100.0 100.0

Source: Researcher’s Field Survey, 2022.

Table 4.2.9 marks the respondents’ distribution by their responses relating to the

statement above. On the basis of data collected by this research, majority of respondents

representing 40.5% of total respondents strongly agreed favorably to the statement,

36.6% agreed, 10.1% disagreed with the statement, 3.8% strongly disagreed while 13.6%

were indifferent about the statements. This communicates that most of the respondents

believe the sales force of Dufil brand are impressing and they deliver beyond expectation.

Table 10: They often create awareness of the brands and their products and this
improve customers’ loyalty
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly disagree 4 5.1 5.1 5.1

Disagree 9 11.4 11.4 16.5

40
 Undecided 14 17.7 17.7 34.2

Agree 21 26.6 26.6 60.8

Strongly agree 31 39.2 39.2 100.0

Total 79 100.0 100.0

Source: Researcher’s Field Survey, 2022

Table 4.2.10 illustrates the view of respondents regarding this statement “They often

create awareness of the brands and their products and this improve customers’ loyalty”.

Just as revealed on the table, 17.7% stood undecided towards to the statement, 5.1%

strongly disagreed, 11.4% disagreed, 26.6% agreed and 39.2% strongly agreed. The

result shows that majority of the respondents strongly agreed to the statement. This

means that Dufil prima foods plc. often create awareness of the brands and their products

and this improve customers’ loyalty.

Table 11: The demo by sales representative increases my confident in the

product
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly disagree 2 2.5 2.5 2.5

Disagree 3 3.8 3.8 6.3

Undecided 5 6.3 6.3 12.7

Agree 37 46.8 46.8 59.5

Strongly agree 32 40.5 40.5 100.0

41
 Total 79 100.0 100.0

Source: Researcher’s Field Survey, 2022.

Table 4.2.11 contains the respondents’ view on whether the demo used by sales

representative increases their confident in the product. It is indicated that 6.3% remained

neutral regarding the statement, 2.5% of the respondents strongly disagreed, 3.8% of

them disagreed, 46.8% of them agreed and 40.5% of them strongly agreed. The

respondents affirmed that the demo used by sales representative increases their confident

in the product.

Table 12: Sales representative maintain cordial relationship with customers

which improves my loyalty to the brand
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly disagree 3 3.8 3.8 3.8

Disagree 4 5.1 5.1 8.9

Undecided 11 13.9 13.9 22.8

Agree 29 36.7 36.7 59.5

Strongly agree 32 40.5 40.5 100.0

Total 79 100.0 100.0

Source: Researcher’s Field Survey, 2022.

Respondents’ opinion was also sought on whether Sales representative maintain cordial

relationship with customers which improves their loyalty to the brand. As illustrated on

the table, 3.8% of them strongly disagreed, 5.1% disagreed, and 13.9% of the responses

42
remain undecided regarding the statement, 36.7% of the respondents agreed while 40.5%

strongly agreed with the same statement. This show that majority of the respondents

agreed to the statement; hence Sales representative maintain cordial relationship with

customers which improves their loyalty to the brand.

Table 13: The Sales team are efficient and deliver on time which improve my confidence
in the brand
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly disagree 2 2.5 2.5 2.5

Disagree 10 12.7 12.7 15.2

Undecided 6 7.6 7.6 22.8

Agree 29 36.7 36.7 59.5

Strongly agree 32 40.5 40.5 100.0

Total 79 100.0 100.0

Source: Researcher’s Field Survey, 2022.

The study also sought the respondent view on the statement above. It is indicated that

2.5% strongly disagreed, 12.7% disagreed, 7.6% remained undecided, 36.7% agreed with

the statement while 40.5% strongly agreed. These findings shows that majority of the

respondents believed that the Sales team are efficient and deliver on time thus this

improve their confidence in the brand.

43
Table 14: The sales team also provides good customer service to consumers

Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly disagree 1 1.3 1.3 1.3

Disagree 2 2.5 2.5 3.8

Undecided 7 8.9 8.9 12.7

Agree 37 46.8 46.8 59.5

Strongly agree 32 40.5 40.5 100.0

Total 79 100.0 100.0

Source: Researcher’s Field Survey, 2022.

In regards to the respondent’s view on whether the sales team also provides good

customer service to consumers. It is shown on the table that 1.3% of the respondents

strongly disagreed, 2.5% of them disagreed, 46.8% of them agreed, 40.5% strongly

agreed while 8.9% of them were indifferent about the statement. This shows that majority

of the respondents agreed to the statement; hence the sales team also provides good

customer service to consumers.

4.3 Hypotheses Testing and Discussion

Hypothesis I

H01: Advertisement does not have significant impact on customers’ patronage in

Dufil Prima food plc

44
Table 1: Model Summary

Adjusted R Std. Error of the

Model R R Square Square Estimate

1 .710a .505 .503 .666

Source: Researcher’s Computation, 2022

a. Predictors: (Constant), Advertisement

Table 4.3.1a presents the model summary. It shows that the correlation coefficient r is

0.710 (i.e. r = 0.710) which indicates that there exists a positive relationship between

customers’ patronage (dependent variable i.e. the variable being predicted) and

Advertisement (which are predictors or independent variables). It is also clear from the

table that the r2 which is the coefficient of determination is 0.505. This implies that

50.5% of customers’ patronage can be explained by the effect of Advertisement while the

remaining 49.5% is explained by other factors that are not captured in the model.

Table 2: ANOVAb

Model Sum of Squares Df Mean Square F Sig.

1 Regression 177.566 1 177.566 400.265 .000b

Residual 174.343 78 .444

Total 351.909 79

Source: Researcher’s Computation, 2022

45
 a. Dependent Variable: Customers’ patronage

b. Predictors: (Constant): Advertisement

The analysis of variance table (ANOVA) presents that, the F- statistics gives 400.265

with p-value of .000 which is less than 0.05. On the basis of this, the null hypothesis

which states that Advertisement does not have significant impact on customers’

patronage in Dufil Prima food plc was rejected while the alternative hypothesis was

accepted. In addition, the analysis shows that the regression sum of square value

(177.566) is greater than the residual sum of square of (174.343). This implies that the

model accounted for most of the variations in the dependent variables (customers’

patronage).

Table 4.3.1c: Coefficientsa

Standardize

Unstandardized d

Coefficients Coefficients

Std.

Model B Error Beta T Sig.

1 (Constant) .616 .123 5.007 .000

Advertisement .767 .038 .710 20.007 .000

Source: Researcher’s Computation, 2022

a. Dependent Variable: Customers’ patronage

46
From the coefficient of table 4.3.1c, it could be seen that the overall significant effect for

the independent and the dependent variable is less than 0.05 significant levels. Therefore,

there is a significant effect of the independent variable on the dependent variable which

implies that the null hypothesis is rejected and the alternative hypothesis is accepted. The

Beta value of 0.710 for Advertisement (independent variable) implies that improvement

in the use of Advertisement will lead to 71.0% positive effect on the Customers’

patronage. However, since the t-statistics indicates the precision with which the

regression coefficient is measured, the result of the t -statistics (20.007) indicates an

accurate measurement of the regression.

Hypothesis II

H02: Personal selling does not have significant impact on customers’ patronage in

Dufil Prima food plc

Table 4.3.2a: Model Summary

Adjusted R Std. Error of the

Model R R Square Square Estimate

1 .841a .708 .707 .503

Source: Researcher’s Computation, 2022

a. Predictors: (Constant), Personal selling

Table 4.3.2a presents the model summary. It shows that the correlation coefficient r is

0.841 (i.e. r = 0.841) which indicates that there exists a strong positive relationship

47
between customers’ patronage (dependent variable i.e. the variable being predicted) and

Personal selling (which are predictors or independent variables). It is also clear from the

table that the r2 which is the coefficient of determination is 0.708. This implies that

70.8% change in customers’ patronage can be accounted for by Personal selling while the

remaining 29.2% is explained by other factors that are not captured in the model.

Table 3: ANOVAb

Model Sum of Squares Df Mean Square F Sig.

1 Regression 241.127 1 241.127 952.479 .000b

Residual 99.491 78 .253

Total 340.618 79

Source: Researcher’s Computation, 2022

a. Dependent Variable: customers’ patronage

b. Predictors: (Constant), Personal selling

The analysis of variance table (ANOVA) presents that, the F- statistics gives 952.479

with p-value of .000 which is less than 0.05. In addition, the analysis shows that the

regression sum of square value (241.127 is greater than the residual sum of square of

(99.491). This implies that the model accounted for most of the variations in the

dependent variables (customers’ patronage).On the basis of this, the null hypothesis was

rejected while the alternative hypothesis was accepted.

Table 4.3.2c: Coefficientsa

48
 Unstandardized Standardized

Coefficients Coefficients

Model B Std. Error Beta T Sig.

1 (Constant) .290 .115 2.534 .002

Personal selling .909 .029 .841 30.862 .000

Source: Researcher’s Computation, 2022

a. Dependent Variable: customers’ patronage

From the coefficient of table 4.3.2c, it could be seen that the overall significant effect for

the independent and the dependent variable is less than 0.05 significant levels. Therefore,

there is a significant effect of the independent variable on the dependent variable which

implies that the null hypothesis is rejected and the alternative hypothesis is accepted. The

Beta value of 0.841 for Personal selling (independent variable) implies that Personal

selling have 84.1% positive influence on the customers’ patronage. In addition, the t-

statistics indicates the precision with which the regression coefficient is measured, the

result of the t -statistics (30.862) indicates an accurate measurement of the regression.

4.4 Discussion of findings

The study attempted to investigate promotional mix and customers’ patronage in

Dufil Prima food plc. Based on the result of hypothesis I tested, it was revealed

Advertisement has significant influence on customers’ patronage in Dufil Prima food plc

with the value of r being 0.710 which signifies a positive relationship between the

independent and dependent variables. It is also clear from the table 4.3.1a that the r 2
49
which is the coefficient of determination is 50.5%. This implies that 50.5% of customers’

patronage in Dufil Prima food plc is influenced by Advertisement. As a result of this, it

was concluded that Advertisement has significant influence on customers’ patronage in

Dufil Prima food plc since p-values are less than 0.05 level of significance (p< 0.05).

This finding goes in line with that of Joshi, Prabhu and Chirputkar (2016), they examine

the impact of advertising and sales promotion expenses on the sales performance of

Indian Telecommunication Companies. It was revealed that there exists a significant

positive relationship between advertising and sales promotion on sales performance.

Also, the study agreed with that of Hiwot (2021) who found that except sales promotion,

all the other four integrated marketing communication tools such as advertising, direct

marketing, sales promotion, public relations/ publicity, personal selling had significant

effect on overall customer patronage. Advertising and personal selling citation relatively

the highest positive and statistically significant effects.

The study further evaluates the impact of personal selling on customers’ patronage in

Dufil Prima food plc. Based on the result of hypothesis II tested, it was revealed that

personal selling has significant effect on customers’ patronage in Dufil Prima food plc

with the value of r being 0.841, the r2 which is the coefficient of determination is 70.8%.

This implies that 70.8% change in customers’ patronage can be explained by the

improvement in personal selling. This is in line with the findings of Samuel and Matthew

(2020) who revealed that advertising, sales promotion, public relations, personal selling,

and direct marketing had significant effect on customers’ choice of mobile

50
telecommunication network in Lagos and Ogun States, Nigeria. He future stated that

Advertising, sales promotion, public relations, personal selling, and direct marketing had

significant effect on customers’ expense among telecom subscribers in Lagos and Ogun

State. The study concluded that customer patronage will increase in mobile

telecommunication firms when they provide adequate information about the services they

offer through sufficient advertisements, publicity and personal selling.

CHAPTER FIVE

Summary, Conclusion and Recommendations

5.0 Introduction

This chapter is divided into three major parts which are the

summary of the findings, conclusion and recommendations. It is

important to note that the summary of finding presented here is a

review of the findings of the research, the conclusion represents the

inferences made from the summary of the findings and lastly, the

recommendations are suggestions emanating from the conclusions of

the study.

5.1 Summary of Major Findings

Marketing is necessary toenhance organizational objectives sense, serve, and satisfy

customers" needs and boost patronageSince the goal of manufacturing industries is to

ensure that goods and services are rendered to customers, marketing is therefore

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streamlined in order to influence customer purchase decision process for patronage.

Customers’ patronage is a concept in marketing which cannot be overemphasized

especially for industries who offer products and services. Also, promotion mix is a model

used by organizations to create and improve their marketing efforts. There are different

promotion mix used by an organization to Improve its activities. Thus, this study

investigates promotional mix and customers’ patronage in Dufil Prima food plc.

To achieve the objectives of the study, four research questions and four hypotheses were

formulated. The total population for the study comprise (98) dufil Prima food plc

customers with the sample size of 79 respondents drawn from the whole population using

a formula adopted by Yamane (1973). The instrument for data collection was a structured

questionnaire. The data collected from the respondents were analysed using frequency

count, percentage and mean for both the demographic data and the research questions.

Multiple linear regressions were used to test the formulated hypotheses

The following itemized findings were obtained from the result of the analysis:

i. Advertisement has significant influence on customers’ patronage in Dufil Prima

food plcwith the value of R and R2 being 0.710 and 0.505 respectively and the p

value (0.00) is less than 0.05 alpha level.

ii. Personal selling have significant impact on customers’ patronage in Dufil Prima

food plc with the value of R and R2 being 0.841 and 0.708 respectively and the p-

value (0.00) is less than 0.05 alpha level

5.2 Conclusion

52
The study investigates promotional mix and customers’ patronage in Dufil Prima food

plc. From the responses analysed from the consumers of mount olive products, and

previous empirical studies on the subject matter, the researcher was able to clearly point

out that

i. Advertisement has effect on customers’ patronage in Dufil Prima food plc.

ii. Personal selling has effect on customers’ patronage in Dufil Prima food plc.

5.3 Recommendations

Based on the objectives and findings of the research paper, the following are

recommendation from the study:

i. Dufil Prima food plc should improve more on advertisement as it will help to

their customers’ patronage.

ii. Since personal selling is identified as an essential tool for Dufil Prima food plc,

therefore, Dufil Prima food plc should makes personal selling more effective

because it has great influence on customers’ patronage.

iii. As identified that direct marketing has an effect of customers' patronage, and that

direct marketing positively influence customers' patronage, so, Dufil Prima food

plc should improve more on it so as to keep a positive response from it customer.

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