Effect of Promotional Strategies on Repeat Patronage of Branded Eateries in Ado Ekiti

This study examined the effect of promotional strategies on repeat patronage of branded eateries in Ado Ekiti. Specifically, the study assessed the impact of advertising, sales promotion and customer review on repeat patronage of branded cateries in Ado Ekiti. Recent and relevant literature was reviewed exhaustively and exclusively to achieve these objectives. The study adopted a descriptive survey design and the population for this study covered all entire staff of all the cateries in Ado-Ekiti; out of which 106 were selected using Taro Yamane (1964) Model as the participants of the study. Descriptive statistics (frequencies and percentages) were used for respondents' background information. Also, mean and standard deviation were used to analyze research objectives while multiple regression analysis was employed in testing the hypothesis. Firstly, it was discovered that advertising has a positive and significant effect on repeat patronage of branded eateries in Ado Ekiti to the tune of 0.881 (p-0.000 < 0.05). Secondly, it was discovered that the sales promotion has a positive and significant impact on repeat patronage of branded eateries in Ado Ekiti to the tune of 0.631 (p-0.000 < 0.05). Finally, it was discovered that customers review has a positive and significant effect on repeat patronage of branded eateries in Ado Ekiti to the tune of 0.672 (p 0.000 < 0.05). This study concludes with the fact that advertising, sales promotion and customer review have a positive and significant influence on repeat patronage of branded eateries in Ado Ekiti. Based on the findings made, it was recommended that fast food firms' managers should continue to ensure that they use advertising to keep attracting customers by maintaining their current effort and improve on them when necessary through proper market investigation.