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SALES PROMOTION STRATEGIES AND CUSTOMER PATRONAGE OF PHARMACEUTICAL PRODUCTS IN NIGERIA. A CASE STUDY OF ORANGE DRUGS LIMITED
ABSTRACT
This research investigates the impact of sales promotion strategies on customer patronage of pharmaceutical products in Nigeria, with a specific focus on Orange Drugs Limited. In an ever-evolving pharmaceutical industry, characterized by intense competition and changing consumer behaviors, understanding the effectiveness of sales promotion strategies is crucial for sustaining customer loyalty and market share.
The study employs a case study approach, using Orange Drugs Limited as a representative sample within the Nigerian pharmaceutical sector. Through a combination of qualitative and quantitative research methods, the research aims to analyze the various sales promotion strategies employed by Orange Drugs Limited and their influence on customer patronage.
Key objectives include assessing the correlation between sales promotion initiatives and customer preferences, analyzing the role of promotional offers, discounts, and advertising in shaping customer buying behavior, and evaluating the overall impact on customer satisfaction and loyalty.
The findings of this research are anticipated to contribute valuable insights to the pharmaceutical industry, providing Orange Drugs Limited and similar enterprises with data-driven recommendations for refining their sales promotion strategies. The study also addresses the broader implications for marketing practices in the pharmaceutical sector in Nigeria and offers recommendations for enhancing customer patronage and satisfaction in this dynamic and competitive market.
TABLE OF CONTENT
Introduction
1.1 Background of the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Significance of the Study
1.6 Scope and Limitations
1.7 Organization of the Thesis
Literature Review
2.1 Sales Promotion in the Pharmaceutical Industry
2.1.1 Definition and Types of Sales Promotion
2.1.2 Importance of Sales Promotion in Pharmaceuticals
2.2 Customer Patronage in the Pharmaceutical Sector
2.2.1 Factors Influencing Customer Patronage
2.2.2 Customer Loyalty and Satisfaction
2.3 Relationship between Sales Promotion and Customer Patronage
2.4 Case Studies on Sales Promotion Strategies in the Pharmaceutical Sector
Methodology
3.1 Research Design
3.2 Population and Sampling
3.3 Data Collection Methods
3.3.1 Interviews with Orange Drugs Limited Management
3.3.2 Surveys and Questionnaires
3.4 Data Analysis Techniques
3.5 Ethical Considerations
Company Profile: Orange Drugs Limited
4.1 Overview and History
4.2 Product Portfolio
4.3 Market Presence and Competitors
4.4 Previous Sales Promotion Initiatives
Conclusion
5.1 Summary of Findings
5.2 Contributions to Knowledge
5.3 Recommendations for Orange Drugs Limited
5.4 Areas for Future Research
References
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