THE INFLUENCE OF BRAND IMAGE AND PROMOTIONAL MIX ON CONSUMER BUYING DECISION- A STUDY OF BEVERAGE CONSUMERS IN LAGOS STATE, NIGERIA (Published)
The objective of the study was to evaluate the influence of brand image and promotional mix on consumer buying decision. Descriptive survey research design was adopted as the study guide. Judgemental and purposive sampling techniques were used in which four hundred (400) copies of the research instrument were administered to beverage consumers in Lagos State, Nigeria, out of which three hundred and eighty four (384) copies of the questionnaire were filled and returned. Pearson Product Moment correlation was used to analyse the data generated from the respondents. The findings revealed that brand image, advertising, sales promotion and personal selling have significant influence on consumer buying decision at .01 level (2-tailed). The study concluded that the way a product is promoted coupled with the brand integrity of such product encourages consumers to purchase it and make repeat purchase of it, and as well enhances the referral of such product to other prospects. The study therefore recommended to the organizations, especially those that engage in the marketing of the fast-moving consumer goods, to focus on distinct promotional mix, as the study empirically proved that perception of brand image is capable of influencing consumer buying decision on sustainable basis. It is also recommended that each marketing company should adopt a combination of promotional mix that can bring about distinct outcomes in terms of turnover, improved market share, customer retention, profitability, and productivity among others.
Keywords: Advertising, Brand Image, Consumer Buying Decision, Personal Selling, Sales Promotion.