INTEGRATED MARKETING COMMUNICATION AND CUSTOMER LOYALTY IN CARBONATED SOFT DRINKS INDUSTRY: EVIDENCE FROM LAGOS STATE, NIGERIA

Abstract

The study examined integrated marketing communication and customer loyalty among carbonated soft drinks consumers in Lagos State, Nigeria. The study adopted cross sectional survey research design with the use of research questionnaire to gather data. The population of the study consisted of 192 consumers of Carbonated soft drinks in Lagos state, as provided by Nigerian Botling company, with a Sample size of 142 using Taro Yamane formula.  The sampling technique used was simple random technique.  A sample size of 142 respondents drawn from consumers in Lagos state. The study hypothesis was subjected test to achieve the research objective and determine the relationship between the independent variable on the dependent variable. Data collected were analysed through the use of regression analysis to determine the relationship between the two studied variables. The study findings show that integrated marketing communication through Advertising, sales promotion and personal selling have significant influence on customer loyalty for the consumption of Coca-Cola in Lagos state. The study concluded that Nigeria bottling company has successfully used integrated marketing communication strategies to become market leader in the carbonated soft drinks sector in Lagos state. Also, the firm has captured people’s perception for its product through integrated marketing communication in Lagos state. This has enabled the firm to remain competitive in the Nigeria market, and enjoy increase in customer loyalty for its product. The study recommended the need for soft drinks manufacturers to embrace the use of effective integrated marketing communication that is culturally incline or adapt strategically to local culture so as to gain customer loyalty.