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MKT00155 - IMPACT OF PROMOTION ON CONSUMER PATRONAGE OF PHARMACEUTICAL COMPANIES (A CASE STUDY OF TUYIL PHARMACEUTICAL COMPANY, ILORIN)


Abstract

This study was designed to find out the impact of promotion on consumer patronage of pharmaceutical companies (a case study of Tuyil pharmaceutical company, Ilorin) in Kwara state. The application of promotion mix element within multinational pharmaceutical companies in Nigeria concluded that there is little application of promotional mix element in pharmaceutical industries. Therefore, there is the need to study the impact of promotion on consumer patronage. The main objective of this study is to investigate the impact of promotion on consumer patronage of pharmaceutical companies. Descriptive survey design was used to describe the state of affairs as it is presently, the population of the study was the students of university of Ilorin and convenience sampling technique was used in picking the population. The sample size was administered with the same number of questionnaires. The questionnaire was collected and collated. Responses from the questionnaire was analyzed using frequency count and percentage t-tests and hypotheses were tested statistically using regression and correlation. The findings of the study show that there is significant effect of promotion on consumer patronage. The study concluded that promotion has taken Tuyil pharmaceutical company far in the industry and built up a strong image for the company and also concluded that no matter how successful a product or service is for a company and regardless of the edge the company has in the industry, promotion is a must and should be a continuous activity. It was therefore recommended that the Marketing managers of Tuyil pharmaceutical company should develop and formulate marketing programs that will satisfy the needs of the consumers due to the competitive nature of the industry.