CONSUMER PERCEPTION OF PROMOTIONAL STRATEGIES ON STAR LAGER BEER (A STUDY OF STAR MEGA JAM, STAR-TIME-TO-SHINE AND STAR WIN AND SHINE PROMOS)
ABSTRACT
This work looks at Consumers Perception of Promotional Strategies on Star Lager Beer (A Study of Star Mega Jam, Star-Time-To-Shine and Star Win and Shine Promos). In conducting this study, the researcher used explanatory mixed method design to generate both quantitative and qualitative data using survey and In-depth interview methods. Quantitative data were generated through questionnaire, while qualitative data were generated through in-depth interview. A sample size of 401 was drawn from the residents of Enugu State (3,267,837) using Australian Calculator as provided by the National Statistical Service (NSS). After a thorough analysis, finding revealed that beer consumers in Enugu State were aware of some Star Lager Beer promotions and most of the information about the promotions came from promotion posters and handbills. It was also found that beer consumers in Enugu State were knowledgeable about these Star promotions (Star Mega Jam, Star time to Shine and Win and Win Promos) to some extent and majority of the respondents believe that Star Lager Beer promotions are very good, attractive and show the superiority of the Star brand over others. Finally, it was found that majority of the respondents were influenced to a great extent into patronizing the Star brand. Based on these, it was recommended that Nigerian Breweries PLC should invest more in using posters and sales ambassadors in promoting all its brands. This is because most studies have found these two promotional channels as the most effective.