Akwa Ibom State Residents’ Perception of Product Marketing Strategies of Champion Breweries Plc, Uyo

Abstract

This study examined Akwa Ibom State residents’ perceptions of the product marketing strategies of Champion Breweries Plc., Uyo. The objectives of the study were to find out the different marketing strategies adopted by Champion Breweries Plc in its marketing operations, determine the extent to which these marketing strategies drive the sales of its products, ascertain how the residents of Akwa Ibom State perceive the marketing strategies, and find out if their perception of these marketing strategies influences the purchase decision of its products. The study was anchored on perception theory and social exchange theory. A survey research method was used, and the population of the study were residents from the ten federal constituencies in the three senatorial districts of Akwa Ibom. The multistage cluster sampling techniques were used. The sample size was 384. Instruments for data collection were the questionnaire and interview. It was found out that Champion Breweries Plc adopted both the customer-centred and product-centred strategies in marketing their products, and residents of Akwa Ibom State were highly influenced by their perception of those product marketing strategies in their purchasing decisions. The study recommended that the organisation should develop a detailed and achievable product marketing strategy that incorporates all elements of the marketing. Also, they should incorporate into their programs more corporate social responsibilities and community relations activities and publicise the same, as these have a way of boosting the image of organisations and influencing perception positively.