IN-STORE PROMOTIONS AND BRAND EQUITY OF REGISTERED SUPERMARKETS IN PORT HARCOURT
1Leeh, Kponayie, 2Idenedo, Otite Wisdom and 3Okoro, Rowland Chukwuma
1&2Department of Marketing, Ignatius Ajuru University of Education, Port Harcout, 3Department of Marketing, Rivers State University, Port Harcout, Rivers State, Nigeria,
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ABSTRACT
The study empirically investigated the relationship between in-store promotions and brand equity of registered Supermarkets in Port Harcourt. Analysis was done at a micro-level using customers. The survey research design was employed and Data was collected from 303 customers using structured questionnaire. The Spearman’s Rank Order Correlation served as the test statistic relying on SPSS version 21.0. The study found that a significant and positive relationship exist between the dimensions of in-store promotions and the measures of brand equity used in the study. The researcher concluded that in-store promotion significantly influence brand equity of product of register Supermarket in Port Harcourt and recommends that supermarkets in Port-Harcourt should use both monetary and non-monetary in-store promotion in building brand equity.
Keywords: In-store Promotion, Monetary and Non-monetary Promotion, Brand Equity, Brand Awareness and Brand Association

INTRODUCTION
Contemporary retail marketing outlets especially supermarkets rely so much on in-store marketing communication activities to attract customers, build positive store image and create brand equity. In Recent years, the retail sector has experienced serious changes especially with the failure of traditional marketing communication methods to deliver the required results; retail marketers have turned to the use of the store environment to improve business activities. One important marketing communication tool at the store environment that has proven to be efficacious for both manufacturers and retailers is in-store promotions (Ndubisi and Tung, 2005; Buil, De Chernatony, and Martinez; 2013; Reid, Thompson, Mavondo, and Brunso, 2013). “In-store promotions are any kind of marketing or sales promotion carried out in a brick and mortar store”. In-store promotions have been proven to be very effective in attracting customers, creating product awareness and building brand equity (Aaker, 1991). The main objective of in-store promotion is to generate immediate sales, and provide extra value to a brand (Peattie, 1998; Yoo, Donthu and Lee 2000; Weng and De Run, 2013).

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