ABSTRACT

This research work aim was on Social Marketing Dimensions and Customer patronage of beer brands in Enugu North Local Government Area L.G.A. Four research questions and four hypotheses were formulated. The research adopted two theories that guided the study, the Theory of Reasoned Action and Social Cognitive Theory. The research adopted a survey method which made use of questionnaire. The population of the study comprised of beer drinkers aged 18 years and above in Enugu North local government area of Enugu state which is made up of 326,900 people. To derive the sample size, the Taro Yamane formula was used to determine the sample size of 400. However, during the course of questionnaire distribution and collection, 400 questionnaires were administered and 340 were returned. The test of hypotheses was conducted using multiple linear regression with the aid of SPSS Software Version 20. Findings from the analysis showed that there was a positive, significant relationship between social marketing dimensions and customer patronage of beer brands in Enugu North L.G.A. It was therefore the recommendation of this study that social marketing should explore customer’s behaviour, attitudes in order to identify and develop suitable campaigns to change their behaviour to desired levels.