IMPACT AND EFFECT OF MARKETING STRATEGY ON CONSUMERS PATRONAGE

ABSTRACT

This study was intended to examine the Impact and effect of Marketing strategy on Consumer patronage. This study was guided by the following objectives; To establish the interconnection between marketing strategy and consumer patronage, to determine the factors influencing marketing strategy effectiveness towards consumer patronage, to determine the challenges and limitations in implementing effective marketing strategies, to examine the emerging trend in marketing strategy and consumer patronage. The study employed the descriptive and explanatory design; questionnaires in addition to library research were applied in order to collect data. Primary sources were used and data was analyzed using the chi square statistical tool at 5% level of significance which was presented in frequency tables and percentage.