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, North-central North West and North-east. Population for this study was drawn from breweries operating in Nigeria. A total of 73 commercial managers, 85 senior marketing managers and 91 senior sales managers were involved to give correct information on the utilization of non-price competition marketing strategies. Instrument for data collection has six sections. The instrument was subjected to face-validation by two experts in marketing and one in vocational education. Cronbach alpha reliability test was used to determine internal consistency of this study. A reliability coefficient s of 0.85 was obtained which showed that the internal consistency of the instrument was high. Questionnaire was administered on respondents with assistance of five research assistants. Data collected were analyzed using frequency count, mean and standard deviations for research questions. The eight null hypotheses were tested using Analysis of Variance (ANOVA) and t-test statistic at 0.05 level significance. Based on the findings of this study, it was concluded that non price competition strategies when used could reduce costs accompanying price cuts among breweries in Nigeria and that utilizing customer service practices would create customer satisfaction thereby enhancing repeat buying from customers. The study recommended that breweries should use harmless handling practices so that their products would remain safe for human consumption. It was also recommended that breweries should not be deceitful in their promotional activities so that only correct messages are sent to prospective and potential buyers.
