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Utilization of Non-Price Competition Marketing Strategies by Breweries in Nigeria

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Description

– Utilization of Non-Price Competition Marketing Strategies by Breweries in Nigeria –

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Abstract

The major purpose of this study was to determine the utilization of non-price competition marketing strategies by breweries operating in Nigeria.

The study has five specific purposes. Five research questions were raised and eight null hypotheses were formulated for this study. Literature was reviewed on the conceptual and theoretical frameworks.

A survey research design was employed for the study. The study covered six geopolitical zones of South-south, south-east, South-west, Northcentral North West and northeast. The population for this study was drawn from breweries operating in Nigeria.

Introduction

The aim of companies to maximize profit and remain consistently viable in their chosen businesses is usually threatened by other companies producing similar or identical goods or services for the same market.

Those companies producing the same goods or services for the same market are looked at as competitors or business rivals.

Competition is an activity in which persons or organizations contest in races, trade or sports. Kotler (2003) says that competition includes all the actual and potential rival offerings and substitutes that a buyer might consider. Price is the monetary value attached to goods and services. It is also one of the marketing mix variables.

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