ENTERTAINMENT MARKETING STRATEGIES: A PANACEA TO CUSTOMER SATISFACTION IN THE ALCOHOLIC BITTERS INDUSTRY IN NIGERIA.

Abstract

This study is a scientific investigation to uncover the reality that exists in entertainment marketing strategies and customer satisfaction in the alcoholic bitters industry in Nigeria. This study being an explanatory survey adopted the cross sectional design. The total population of study consists of 400 customers of 6 alcoholic bitters brands namely; Action bitters, D’General bitters, Odogwu bitters, Origin bitters, Kolaqalagbo bitters and Adonko bitters. We employed the Krejcie and Morgan table to determine our sample size, hence we arrived at 201 respondents as our sample size, and these respondents are customers of these selected brands. The spearman rank correlation and multiple regression was used to measure the affiliation between Entertainment Marketing strategies and customer satisfaction. Data was analyzed using the multiple regression and the spearman rank correlation to reveal the affiliation impact between variables. Findings reveal an affirmative affiliation between the independent variable (Entertainment Strategies) and the dependent variable (Customer Satisfaction). This study concludes as such and recommends alcoholic bitter brands to explore other entertainment strategies as well as how they enhance customer satisfaction.