Marketing Strategy And Consumer Loyalty In Oando Nigeria Plc

Abstract

This study examines the effects of marketing strategy on consumer loyalty in Oando Plc Kaduna. In this study, a survey research design was adopted and attention was paid to the variables of study which are Marketing Strategies (independent variable) measured with Product, Price, Place and Promotion Marketing Strategies and the dependent variables such as Customer Loyalty. Data was collected from 550 purposively selected registered customers. A multiple regression model based on Ordinary Least Square (OLS) technique was employed in determining the effect of Marketing Strategies on customer loyalty of Oando Plc in Kaduna Metropolis. The findings indicate a positive relationship between marketing strategies and customer loyalty in Oando Plc. Based on the findings of the study, it is recommended that Managers of Oando Plc should pay more attention to their marketing strategies to improve their implementation and the performance-related outcomes across the company.