ASSESSING THE RELATIONSHIP BETWEEN MARKETING MIX AND BRAND LOYALTY OF TOOTHPASTE AMONG ACADEMICS OF SELECTED HIGH INSTITUTIONS IN BAUCHI STATE

Male Gondah Ibrahim, Zainab Idris

Abstract


This study examined the relationship between product, price, promotion and place on brand loyalty of toothpaste among academic staff of higher institutions in Bauchi State.Survey research was adopted for this research; where 240 questionnaires were administered to academic staff of higher institutions in Bauchi State using multistage random sampling design, starting with cluster sampling, then stratified proportionate random sampling and finally simple random sampling. Data were analyzed using of correlation analysis. The result of the study revealed that there is positive and significant relationship between product, price, promotion and place on the brand loyalty of toothpaste among academic staff of higher institutions. Therefore, the study recommended that the producers of toothpaste should regularly device a means by which consumers' demand will be met in terms of product quality in order to avoid disloyalty, particularly on the product, price, promotion and place.

Keywords


Product, Price, Promotion, Place, Brand Loyalty and Institutions

Full Text:

PDF

Refbacks

  • There are currently no refbacks.


International Journal of Management Science Research ISSN ISSN 2536 – 605X(Print)

Copyright: All rights reserved. No parts of this journal may be reproduced in any form; be it electronic, mechanic, photocopying, recording or otherwise without the prior written permission of the publisher.

To make sure that you can receive messages from us, please add the 'ijmsr.net' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders…