Measuring the Effectiveness of Sales Promotion Activities on Brand Loyalty: A Study on COCA COLA

Sahin, Osman and Shankar Singh, Uma (2017) Measuring the Effectiveness of Sales Promotion Activities on Brand Loyalty: A Study on COCA COLA. International Journal of Social Sciences & Educational Studies, 3 (3). pp. 159-173. ISSN 24091294

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Abstract

The study is descriptive in nature measuring the effect and relationship in between sales promotion activities and brand loyalty. The study is done on COCA COLA brand in the open market. The research problem observed here as to measure the efficiency of sales promotion and brand loyalty to get the real effectiveness on sales promotion activities. The research objectives formulated are to know the importance of component of sales promotion activities, to know the effect of advertising on sales promotion activities, to realize the importance of brand loyalty on sales promotion activities. A quantitative method was used to accomplish the purpose of the study. A survey instrument developed taking items to measure all variables with five points likert scale. A sample size of 159 (from 210) incorporated in the study having the reliability of 0.851(more than 0.7). The data analyzed using SPSS for descriptive statistics and regression to measure the effect of independent variable on dependent variable. It is recommend that COCA COLA should improve more on its different activities and produce different product and with tasty fast food or build up different production of equipment to expand its business in the whole world’s market .

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