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Marketing — 2025, Undergraduate
This study investigated the influence of promotional strategies on market share in the Nigerian beverage industry. A mixed-methods approach combining questionnaire administration with interviews of brand managers was adopted. Data were analysed using descriptive statistics and thematic analysis. The findings revealed that sales promotions, advertising, and below-the-line activities significantly influenced brand trial, repeat purchase, and market share, particularly when integrated and consistent. The study found that uncoordinated and excessive promotions eroded margins and brand value. It recommends balanced, integrated promotional planning and evaluation of promotional returns.
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