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THE INTERNATIONAL JOURNAL OF

BUSINESS & MANAGEMENT

Impact of Promotional Activities on Consumers’ Patronage on

Alcoholic Products in Ilesa, Osun State, Nigeria
Dr. Motunrayo Oladele Ajao
Senior Lecturer, Department of Marketing, Federal Polytechnic, Ede, Osun State, Nigeria

Abstract:
Brand awareness is a function of the brand related exposures to promotional mix based on individual customers’
experience of searching for the products of their choice. Beer is the most widely consumed alcoholic drinks in Nigeria and
it is the third most popular drink besides water and tea. The study determined the impact of promotional activities on
consumers’ patronage of alcoholic products and ascertained the joint relationship between promotional activities and
consumers’ patronage of alcoholic products in Ilesa, Osun State. The population of the study was 856,400 and simple
random sampling technique was adopted to have a proportional representation of 80 respondents from six Local
Government Areas of Ilesaand environs. The study anchored on the hierarchy of effects and planned behaviour theories.
Two hypotheses were tested: H1: Promotional activities have no significant impact on consumers’ patronage of alcoholic
products and H2: Promotional activities have no joint relationship with promotional activities and consumers’
patronage of alcoholic products. Data generated were analyzed using descriptive and inferential statistics at 0.05
significant levels. The result revealed that promotional activities have positive and significant impact on consumer
patronage (ᵝ = 0.128, t = 1.107) while promotional activities have joint relationship with consumer patronage of
alcoholic products (F, 74=1.073; R =.720; R2 =0.841; Adjusted R2=0.581; p<0.004). This study concluded that
promotional activities (advertising, sales promotion, personal selling, direct marketing) have significant impact on
consumers’ and joint relationship with promotional activities and consumers’ patronage on alcoholic drinks in Ilesa,
Osun State. It is therefore recommended that alcohol producers should engage in regular survey to monitor the
effectiveness of their existing promotional activities in the target market.

Keywords: Marketing mix, promotional activities, consumers’ patronage, sales promotion and advertising

1. Introduction
Promotion also called marketing communication is the means by which an organization informs, persuades and
reminds consumers directly or indirectly about its products and brands. Zekeri (2004, p.131) define promotion as any
technique that persuasively communicates favourable information about a seller’s product to potential buyers.
Promotional activities according to Kotler & Keller (2007, p.536) contributed to brand equity and image in many ways by
creating awareness of the brand. In today’s competitive market, the goal of an organization is to create brand awareness,
product loyalty, repeat purchase and corporate image. Promotional activities do change customer perception about a
brand. Prospects are informed and persuaded to buy the organization’s products and services while reassuring them of
the existing brands and their augmented benefits. Promotion includes advertising, sales promotion, personal selling,
direct marketing, public relations and publicity, events and experiences. It also included such promotional gimmicks such
as games, contests, posters, leaflets, coupons, sports, entertainment, seminars, exhibitions, lobbying, samples,
telemarketing and trade shows.
Marketing communication is a crucial part of the alcohol supply chains in Nigeria. Alcohol is a product category
that is heavily supported by advertising and sales promotional activities as a result of the international companies that are
involved. The contemporary marketing communications process and components used by producers of alcoholic products
in Nigeria are: public relations, corporate communication, television and radio advertising, social network media, cinema
advertising, billboards, consumer and trade promotion. Over the years, alcohol producers in Nigeria embarked upon
various promotional activities that increased the patronage of their customers and the share of the market. According to
Disu (2018, p.2), Nigerian alcohol producers spent ₦88 billion in 2017 out of which larger beer accounted for ₦3.26 billion
(3.7%) and spirits accounted for ₦1.4 billion (1.6%). Despite the high incidence of substance of alcohol abuse and religious
beliefs in Nigeria, marketing of alcohol products (beer, spirits and the locally brewed drinks) have been on the increase as
reported by Stanbic IBTC Bank analyst, Eigbe (2012), and cited in Vanguard (Monday, September 3, 2012, para.1).
Beer consumption is about 19.5 million hectoliters in 2012 and growing at about 8.9 % per year (Vanguard
Newspaper, (Monday, September 3, 2012). Owoeye (2018) reported that Africa was the fastest growing region for beer
consumption of which Nigeria however, leads the pack of ten biggest beer drinking countries on the continent. Beer
brands make up just 16% of alcohol consumption in Nigeria while other drinks (spirits and locally brewed drinks) make
up 84%. It was also reported that that there was high alcohol consumption among Nigerians who are now switching to

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herbal-mixed alcohol drinks such as Aloma Bitters, and Origin alcohol, Star Herbal and others are available in sachets, cans
and small bottles. This was corroborated in the findings of Dumbili & Williams (2016, p.135) which showed that
promotional activities are common on campuses, off-campuses
campuses and leisure sites where students are exposed to diverse
sales promotion strategies. Vanguard Newspaper (Wednesday, October 14, 2020, para.3) reported that Guinness, one of
the leading producers of alcoholic drinks in Nigeria has worked out an initiative programme tagged ‘DrinkiQ Quiz’ through
the Ministry of Youths and Sports where youths between the ages of 18-3518 35 years will participate via the Nigeria Online
Youth Assembly Platform. The drinking quiz aimed at testing the knowledge of the youth as how much they know about
alcohol while educating them on responsible drinking, facts, causes and consequences surrounding under-age
under drinking.

1.1. Objectives of the Study

The objectives of the study are to:
• Determinemine the impact of promotional activities
activities on consumers’ patronage on alcoholic product in Ilesa, Osun State:
• Ascertain the joint relationship between promotional activities and consumers’ patronage on alcoholic product in
Ilesa, Osun State.

1.2. Research Questions

• To what extent does promotional activity have impact on consumers’ patronage on alcoholic products?
• Do promotional activities jointly affect consumers’ patronage on alcoholic products?

2. Literature Review

2.1. Conceptual Clarifications

Consumers are individuals and households
households that buy company’s products for personal consumption. The activity
that the consumers undertake when obtaining, consuming, disposing and buying of products and services is known as
consumer behaviour. Consumer behaviour is the dynamic interaction of the the individual thoughts, feelings, actions and
behaviour towards the consumption of an organization’s products. Consumers are unpredictable, flexible, inconsistent,
emotional, sometimes rational, at other times irrational, and ever-changing
ever changing organisms; hence their desire to patronize an
organization’s product would be on the service quality and promotional tools offered by the organization.
Consumers are value-driven
driven and this value is positioned in the minds of the individual’s belief system, serving as
prototypes from which attitudes and behaviours develop, thereby, consumers tend to have a change of behaviour to what
products they believed would meet their value demand. It showed that personal values have significant positive impact on
the intent to engage in sustainable behaviour in patronizinga particular product or service for a longer duration. Repeat
purchase can be ascribed to consistent
ent patronage that is borne out of customers’ satisfaction with specific products. It can
also be seen as the buying of a product or services by a consumer of the same brand. Repeat purchase customers are
customers who are satisfied emotionally, intellectually,
intellectually, physically by organization offerings which could be in form of a
product which exceeds their expectations.

2.2. Promotional Mix

Figure 1: Integrated Marketing Communication

Source: Kotler & Keller (2007). Marketing Management P.537

The various mixes of promotions are exhibited on Figure 1 which comprised advertising, sales promotion, public
relations and publicity, personal selling, direct marketing, events and experiences. Promotional activities are important to
change customer perception
eption about a brand. Promotion of alcoholic products aimed at identifying, informing, persuading
and retaining customers for profitability. Alcohol products in Nigeria are heavily supported by advertising and sales
promotional activities such as television,
n, radio, cinema, sales promotion and social media networking on internet. Over
the years, the producers of alcoholic products in Nigeria embarked on various promotional activities to create awareness,
increase the patronage of their brands and increase market
ma shares.

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2.2.1. Advertising
Kotler & Keller (2007, p.536) define advertising as any paid form of non-personal presentation and promotion of
ideas, goods or services by an identified sponsor. Advertising serves three main functions of informing, persuading and
reminding customers of a particular good or service. Advertising objectives describe the effect sought by advertisers on a
specified target market which may either be to inform, increase sales or change attitude.

Year Television Radio Outdoor Press Total

2015 39.0 15.1 20.1 23.7 97.9
2016 31.5 12.6 28.8 18.1 91.0
2017 33.5 12.4 24.6 17.6 88.1
Total 104.0 40.1 73.5 59.4 277.0
Table 1: Advertising Expenditure in Nigeria: 2015 – 2017 (₦Billion)
Source: Researcher Compilation (2018) from www.awesome.com

Table 1 revealed that in 2015, total advertising expenditure was ₦97.9 billion while in 2016, it was ₦91 billion
which was a decrease of 7% and ₦88.1 billion in 2017, a decrease of 3% compared to 2016 figure. The decline in the
advertising expenditure was as a result of recession in Nigeria during these periods (2015-2017). The advertising
expenditures for the three years was ₦277.0 billion out of which television advertising share was ₦104 billion (37.55%);
Radio ₦40.1 billion (14.48%); Outdoor advertising ₦73.5 (26.53%) and Press advertising ₦59.4 (21.44%). Television
advertising ranked the highest advertising expenditure followed by Outdoor advertising while Press and Radio
advertising came third and fourth respectively.

2.2.2. Sales Promotion

Sales promotion is referred to as those marketing activities other than personal selling, advertising and publicity
that stimulates consumer purchasing. Aworemi, Oyedokun, Ajagbe & Wojuade (2008, p.182) opined that sales promotion
are usually short campaigns often ran with media most of which involved the collection of either products produced or
services rendered by the advertisers. In the alcohol industry, sales promotion includes product samples, price off, rebates,
discounts, contests, coupon redemption, cash offer, free drinks and other promotional materials such as gift items like T
shirts, exercise books, pens and so on are frequently used to motivate consumers to buy their products. Others are the
sponsoring of National Annual Essay Competition, regular sponsors of fashion and beauty contests show, sporting
activities, sponsoring of musical segments on radio, end of year carnival at the beaches and parks, buy five and get one
free and in-bar promotion are used generally by all the alcohol producers to influence and change attitudes of the
consumers to their brands.

2.2.3. Personal Selling

Personal selling is the presentation of goods and services on one-to-one basis to potential customers through
persuasion. It is an oral presentation by a company’s sales force to potential customers to buy his products. Kotler& Keller
(2007, p.556) posited that personal selling is the most effective tool to build up buyer’s preference, conviction and action.

2.3. Alcoholic Industry in Nigeria

S/N Name of Beer Companies Date of Establishment Brand of Larger Beer

1 Nigerian Breweries Plc, Lagos 1946 Star, Gulder, Heineken, Star,
Tiger, Herbal, Bitter and Stella
2 Guinness Nigeria Plc, Lagos 1962 Stout, Harp, Satzenbrau and
Origin (alcohol)
3 Champion Breweries Ltd., Uyo 1974 Champion
4 International Breweries Plc, Ilesa 1978 Trophy Larger, Goldberg,
Budweiser
5 Life Breweries Ltd, Onitsha 1979 Sparkling Larger
6 Consolidated Breweries, Awo- 1980 33 Export Larger
Omama
7 Sona Breweries Plc, Sango-Ota 1980 Tusk, Wilfort Dark Ale Stout
8 Mopa Breweries, MopaKogi 1980 One Larger Beer, Lion Stout
9 Jos International Breweries, Jos 1980 Rock Larger Beer
10 Standard Breweries Ltd. Ibadan 1981 Club Larger Beer
11 Pabod Breweries, (SABMiller) Port- 1982 Grand Larger
Harcourt
12 Intafact Beverage Ltd, (SABMiller) 2012 Hero, Castle
Onitsha
Table 2: Names of Beer Companies and Date of Establishment
Source: 2018 Researcher Compilation

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Table 2 showed top producers of beer in Nigeria. Nigerian Breweries Plc (NB Plc) and Guinness Nigeria are the
two giants in the alcohol industry in Nigeria that were established in 1946 and 1962 respectively. They are also the two
largest capitalized companies in Nigerian Stock Exchange market (Obot & Ibanga, p.1). Nigeria Breweries Plcis the pioneer
largest brewery company in Nigeria that serves the Nigerian market and other West African countries. It is owned by
Heineken Brouwerijen BV (37.73%), Distilled Trading International BV (16.36%), Stanbic Nominees Nigeria Ltd.
(15.53%), individuals and institutions (30.35%). (NB Plc) acquired a controlling interest in Sona Groups in 2011 and also
merged with Consolidated Breweries Plc.
Guinness Nigeria is the second largest brewery company with its popular premium drink ‘Guinness Stout’. It is
owned by Diageo Plc of the United Kingdom. It acquired the right to distribute McDonell’s, a mainstream spirits brand of
United Spirits Limited in Nigeria and introduced Origin brand with alcohol and none alcohol contents into the Nigerian
market. In 2017, Anheuser-Busch InterBev, the world’s largest brewer acquired 72.17% of SABMiller shares in
International Breweries Plc, Ilesa and has controlling interests in the company. A merger arrangement was later
consummated with International Breweries Plc and two other local brewers: Intafact Beverage Ltd. Onitsha, the maker of
Hero larger beer and Pabod Breweries Ltd., Port-Harcourt, the maker of Grand larger beer. This made International
Breweries Plc the third largest brewery company in Nigeria with its popular brand ‘Trophy’ and ‘Budweiser’.
The World Health Organization (2014) reported that Nigeria consumed an average of 23.1 liters of pure alcohol
annually while 50.1g of pure alcohol is consumed daily by drinkers between the ages of fifteen years and above.
Competitions among alcoholic companies in Nigeria are so fierce that they are all fighting to be the industry leader. In
order to remain number one in the industry, alcohol producers maintained heavy promotional budget to increase their
brand awareness, images and relationships with customers. For instance, International Brewery Ilesa introduced a new
drink called ‘Budweiser’ and pitched its tent on media side by sponsoring exclusive broadcast rights for the FIFA world
cup in Russia 2018 with DSTV, Nigeria largest pay television platform in an attempt to strategize its new product. Nigeria
Breweries Plcresponded with their own massive media support by launching the ‘Stella Brand’ to compete directly with
Budweiser. As if this was not enough, another leader in the industry, Guinness also doubled on their popular Origin drinks
by launching these products in new pet bottles (Owoeye, 2018).

2.4. Traditional Alcoholic Beverages

Owoeye, (2018), reported that beer brands make up just 16% of alcohol consumption in Nigeria while other
drinks (spirits and locally brewed drinks make up 84%). As a result of the economic down turn, consumers resulted into
drinking of traditional alcoholic beverages. The World Health Organization (2004) Global Status Report on Alcohol, the
following recognized the following traditional alcoholic beverages.
• Burukutu–This is a popular alcoholic beverage of a vinegar-like flavour prepared from sorghum grains and
fermented guinea corn and consumed in the Northern Guinea savanna region and in the southern part of Nigeria.
• Palm wine – This is the whitish sap collected in vessels attached to the base of the palm tree from where some
leaves have been removed. It has alcohol content of 3%.
• Pito – This is the traditional beverage of the Binis in Edo State of Nigeria and is popularly consumed throughout
Nigeria owing to low prices. The alcoholic content is 3%.
• Ogogoro – This is also known as Kankanna or Apetesi, gin-like drink distilled from oil or raffia palm tree.

3. Theoretical Framework
This study is anchored on two theories: The theory of hierarchy of effects and the theory of planned behaviour.
These two theories formed the theoretical foundation on which the promotional activities and consumer patronage was
anchored.

3.1. The Hierarchy of Effects Theory

This theory created by Lavidge& Steiner in 1961 was modeled on how advertising influences consumer’s
decision to purchase or not to purchase a product or service. The theory is an advanced advertising strategy that
developed well persuasive message to build brand awareness over time (Kenton, 2018). The relevance of the theory was
that it was used to set up a structured series of advertising message objectives for a particular product with the goal of
building upon each successive objective until a sale is ultimately made.

3.2. Planned Behaviour Theory

This theory started as theory of the Reasoned Action in 1980 to predict an individual’s intention to engage in
behaviour at a specific time and place. The theory modified sales promotion stimuli which change the beliefs, attitudes
and intentions and behaviour of individual consumers. The customers’ behaviour may be changed if the intervention
influences consumers’ attitudes and beliefs about the product or service. The relevance of the theory was that a
worthwhile promotional activity from the organization impacts the behaviour of the consumers to buy the product.

3.3. Empirical Review

Adeolu, Taiwo& Matthew (2005, p.9) conducted a study onthe influence of advertising on consumer brand
preference. Their findings revealed that both male and female and different age groups consumers were influenced by
advertising in their preference for the brand. Ibrahim (2009, p.84) conducted a study on the influence of television
advertising on the consumption of Indomie by female staff of tertiary institutions in Taraba State. The study found that
television advertising largely influenced the way and manner consumers decide on the consumption of the products.
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Shallu & Gupta (2013, p.1) conducted a research on the impact of promotion activities on consumer buying behaviour and
found that promotional activities have positive effect on consumers’ purchasing behaviour or brand choice in cosmetic
industry. Enitilo, Ajayi & Famuagun (2017, p.414) conducted a research on influence of promotional activities on
consumers’ patronage of insurance business in Ado Ekiti metropolis, Nigeria and confirmed the importance of marketing
communication mix elements in the services of insurance organizations. Their result also showed that there is a strong
and positive significant relationship between direct marketing and consumers’ patronage of insurance businesses. In the
same manner, Pembi, Fudamu & Adamu (2017, p.31) carried out a research on the impact of sales promotional strategies
on organizational performance in Nigeria and found that sales promotion has significant impact on organizational
performance.

4. Methodology
The study adopted a survey research design. Data were gathered through self-administered questionnaire. The
questionnaire consisted of three sections: Sections A, B and C which contained demographic information about
respondents; promotional activities used by alcoholic companies and response of consumer behaviour toward alcoholic
patronage respectively. The respondents of this study are consumers of alcoholic products in all the six local government
areas in Ilesa and its environs. Ilesa was chosen because International Brewery is located in Ilesa Township with its
popular brand ‘Trophy larger beer’ that served the adjoining local government areas that has common culture and
dialects. The population of the study was 856,400 respondents and sample size of 400 out of which 80 respondents were
chosen on random basis. Questionnaire was administered by the researcher to respondents in various hotels, restaurants
and beer parlours/shops in all the six local government areas in Ijesa land. Data gathered were sorted, coded and analyzed
using descriptive and inferential statistics.

4.1. Population and Sampling Techniques of the Study

No Local Government Population Sample Size Random Sample

1 Ilesa West 147,100 147,100 x 400 68
856,400 = 68 5 = 14
2. Ilesa East 145,200 145,200 x 400 68
856,400 = 68 5 = 14
3. Atakumosa West 94,100 94,100 x 400 44
856,400 = 44 5 =8
4. Oriade 204,300 204,300 x 400 95
856,400 = 95 5 = 19
5. Atakumosa East 104,800 104,800 x 400 50
856,400 = 50 5 = 10
6. Obokun 160,900 160,900 x 400 75
856,400 = 75 5 = 15
Total 856,400 400 80
Table 3: Population of Local Government Areas in Ijesa Land
Source: National Population Commission of Nigeria (2006). Population Census Figure

Table 3 showed that the population of the study was made up of 856, 400 people of the six local government
councils in Ijesa land according to the National Population of 2006. Simple random technique was used to reach 80
respondents at the bar, hotels, restaurants and beer parlour shops in Ijesa land. 19 respondents were randomly chosen at
Oriade with the highest population while14 respondents each were chosen from Ilesa local governments East and West
whose population were very close while Obokun has 15 respondents and 10 and 8 respondents each from Atakumosa East
and West respectively.

4.2. Sample Techniques

The sample for this study was derived from Yamane (1964) sampling formula cited in Ajao (2016) as follows:
N__
1+N (e) 2
Where n = the anticipated sample size
N = population size
e = limit of error tolerance (0.05) or 5%

n = 856,400

1+856,400(0.05)2

n = 400

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4.3. Test of Hypotheses

4.3.1. Hypothesis 1
• Ho: Promotional activities have no significant impact on consumers’ patronage of alcoholic products in Ilesa, Osun
State.
• H1: Promotional activities have significant impact on consumers’ patronage of alcoholic products in Ilesa, Osun
State.

Unstandardized Standardized t Sig.

Coefficients Coefficients
Model B Std. Error Beta
1 (Constant) 1.454 .192 7.560 .000
To what extent do .107 .097 .128 1.107 .002
promotional activities
influence consumers’
patronage towards alcoholic
products in Ilesha?
Table 4: Coefficient Determination of Promotional Activities on Consumers’
Patronage of Alcoholic Products in Ilesa, Osun State, Nigeria
a. Dependent Variable: Sales Promotion Influence the Patronage of Alcoholic Products

Table 4 showedthat promotional activities (ᵝ = 0.128, t = 1.107) have significant effect on consumers’ patronage of
alcoholic products in Ilesa, Osun State and are statistically significant at 0.05 level. Therefore, the null hypothesis is
rejected while alternative hypothesis is accepted. It shows that there is significant contribution of promotional activities
on consumers’ patronage of alcoholic products in Ilesa, Osun State, Nigeria. This finding was in agreement with the
findings of Adeolu, Taiwo& Matthew (2005), Ibrahim (2009) and Shallu* Gupta (2013).

4.3.2. Hypothesis 2
• Ho: Promotional activities have no joint relationship with consumers’ patronage on alcoholic products in Ilesa,
Osun State.
• H1: Promotional activities have joint relationship with consumers’ patronage on alcoholic products in Ilesa, Osun
State.

4.4. Model Summary

Model R R Square Adjusted R Square Std. Error of the Estimate

1 .720a .841 .581 .537
Table 5: Regression Analysis of Promotional Activities on Consumers’ Patronage of
Alcoholic Products in Ilesa, Osun State
a. Predictors: (Constant), Are You Satisfied towards Advertisement of Alcoholic Drinks?

Model Sum of Squares Df Mean Square F Sig.

1 Regression .309 1 .309 1.073 .004b
Residual 21.322 74 .288
Total 21.632 75
Table 6: Anovaa
a. Dependent Variable: Promotion Activities Have Joint Relationship with Alcoholic Product Consumption.
b. Predictors: (Constant), Are You Satisfied Towards Advertisement of Alcoholic Drinks

Table 5and 6 showed that the overall significance was tested with the help of ANOVA and regression analysis. The
entire model as measured by the F-statistic demonstrated that the calculated F-stat. which is 1.073 is statistically
significant at 0.01. The estimated value of R2 value of 0.841 signifies that about 84.1% of the variation in consumer’s
patronage of alcoholic products in Ilesa, Osun State was accounted for by the promotional activities (advertising, sales
promotion, personal selling and billboards) used by the alcohol producers. The adjusted R-square in the table also showed
that the dependent variable (consumerpatronage) was affected by 58.1% by independent variables.This result indicated
that promotional activities are good predictors of consumes’ patronage of alcoholic products in Ilesa, Osun State.
Therefore, the null hypothesis is rejected while alternative hypothesis is accepted. This show that promotional activities
do jointly predict consumers’ patronage on alcoholic products in Ilesa, Osun State, Nigeria. The finding is in agreement
with the research conducted by Enitilo, Ajayi & Famuwagun (2017) & Pembi, Fudamu & Adamu (2017) that promotional
activities are good predictors of consumes’ patronage in insurance business and organizational performance.

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5. Discussion and Summary of Findings

From the two hypotheses tested for this research work, it was discovered that promotional activities have
significant relationship on consumer patronage of alcoholic products. This is in line with the findings of Adeolu, Taiwo &
Matthew (2005), Ibrahim (2009), Shallu & Gupta (2013), Enitilo, Ajayi & Famuagun (2017) & Pembi, Fudanu and Adamu
(2017). The study also shows that there is strong relationship between promotional activities (television, radio, sales
promotion, personal selling, and outdoor advertising) and consumers’ patronage towards alcoholic products in Ilesa.
The study also investigated promotional activities on consumers’ patronage of alcoholic products in Ilesa. The number of
questionnaires used was eighty (80) to obtain necessary and relevant information from respondents. The methods used
include frequency distribution statistics, percentages, correlation, ANOVA, and regression analysis that were used to test
hypotheses 1 and 2.
The findings were summarized as follows:
It was discovered that alcoholic drinks are of three different types namely: larger beer, spirits and traditional
alcoholic drinks which include the herbal drinks. All the leading alcohol companies used television, radio, billboard, and
sales promotion to persuade their consumers to buy their brands while they equally sponsored annual essay competitions
among Nigerian students in both secondary and tertiary institutions. Some of the producers of alcoholic drinks sponsored
fashion shows and beauty contests in higher institutions. Some alcohol companies sponsored radio phone-in programmes
where callers are rewarded with cash gifts if they successfully answered questions about their brands.
Other findings include the sponsorship of carnival programmes at the beach and motor parks by alcohol
companies while free drinks are offered to brand loyalists who when they open their drink and a winning bottle is
indicated inside the cap. They are also involved in dealers’ promotions where different dealers’ promotions are offered to
motivate the channel members. Majority of the alcohol producers involved their sales force to engage in ‘In-bar
promotions’ activities during the week days and weekends where consumers are offered free, discounted drinks and other
sales promotion materials. Some manufacturers of alcoholic drinks now produce alcoholic drinks that contain medicinal
herb which has the potency to heal certain diseases if and when taken by potential customers.

6. Conclusion
A number of studies have underscored promotional roles in the marketing of goods and services. Advertising
when combined with personal selling and other promotional tools increase sales. It is on record that most of the
marketing activities of the alcohol industry in Nigeria seem to be diverted at youths and young adults (Obot & Ibanga,
2017, p.10). Based on the findings of the investigation, it was concluded that promotional activities (television, radio,
billboards, personal selling and sales promotion) have strong impact on consumers’ patronage of alcoholic products in
Ilesa, Osun State, Nigeria. The findings also predicted that there is joint relationship of promotional activities and
consumers’ patronage on alcoholic products in Ilesa, Osun State Nigeria.

7. Recommendations
The following recommendations are made to producers of alcoholic products:
• Companies at all-time should plan, organize, direct and control sales promotional activities/strategies in order to
be effective and efficient to achieve the organizational objectives.
• Emphasis should be placed on advertising messages and slogans that will increase consumers ‘patronage and
change attitude of consumers to their brands.
• Effective advertising messages should be produced on the newly developed herbal products that will change
attitudes of consumers toward the consumption of the herbal products that have no alcoholic content as a result of
religious beliefs.
• Regular survey should be conducted regarding the effectiveness of the existing promotional activities in the target
market.

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208 Vol 8 Issue 11 DOI No.: 10.24940/theijbm/2020/v8/i11/BM2011-041 November, 2020