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COMPETITIVE MARKETING STRATEGIES AND CUSTOMER PATRONAGE OF BUTCHERS IN RIVERS STATE OF NIGERIA
Abstract: This study empirically investigates the effect of competitive marketing strategies on sales performance of butchers in Rivers State of Nigeria. The quantitative approach was employed to assess the influence of competitive marketing strategies on sales performance. T he survey approach was used as a measurement apparatus, the simple random technique and a multi-item Likert scale affixed on five points response design were also utilized in the study. In order to make sure that the questions can be understood by the respondents, the questionnaire experienced a pre-test and pilot test. The study field is the Butchery Industry in Rivers State of Nigeria and the respondents were 200 butchers operating in Rivers State. The study espouses the Descriptive statistics; Simple Regression and Analysis of Variance (ANOVA), through the procedures of the statistical package for social sciences (SPSS) to transmit out data analysis. The results designate that; price strategies have significant customer patronage; place strategies have significant influence on customer patronage. The study concludes that competitive marketing strategies significantly and positively influence customer patronage of butchers in Rivers State of Nigeria, and recommends that butchers should carefully embrace competitive marketing strategies since the study helped them develop creative approaches to sales that lead to customer patronage.
Key Words: Butchers, Competitive marketing strategies, Customer patronage, Rivers State.