INTEGRATED MARKETING COMMUNICATION MIX AND BRAND PERFORMANCE OF SMALL AND MEDIUM SCALE BAKERY FIRMS IN KOGI STATE, NIGERIA

Many bakery firms in Nigeria adopt various elements of the Integrated Marketing Communication (IMC) mix without adequately considering the associated costs and the appropriate stage of the product life cycle at which such promotional tools should be applied. The general aim of the study is to investigate the level of relationship between IMC mix and brand performance of small and medium scale bakery business in Kogi State, Nigeria. The population of the study consists 120 bakery firms according to Master Bakers and Caterers Association in Kogi state. The study was quantitative in nature and used the deductive method which is the research method used in the positivist paradigm. The study was conducted in Kogi state, Nigeria. Only bakery business firms belonging to Master Bakers and Caterers Association of Nigeria (MBCAN) in the three senatorial districts participated in the study. Simple random sampling was employed. Primary source of data was used for this study through questionnaire instrument. Pearson’s correlation was used for the analysis. The study found that advertising has positive and significant effect on brand performance. The result also reveals a positive and significant relationship between sales promotion and brand performance. The study concludes that advertising and sales promotion is being applied at different rates which is impacting brand performance at different levels. The study recommended that bakery firms should develop a more effective sales force by providing adequate training in interpersonal communication and personal selling techniques. This will enable sales personnel to strengthen relationships with existing customers while also enhancing their ability to attract and retain new customers.

0 23 Jun, 2026

pg: 13

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