DIGITAL MARKETING STRATEGIES AND PERFORMANCE OF NON-ALCOHOLIC BEVERAGES AND PASTRIES IN NIGERIA

The research study examines digital marketing strategies and the performance of non-alcoholic beverages and pastries industry in Nigeria using UAC Foods Limited. Indeed, several literatures were reviewed based on the concept and strategies, theories and empirical review on digital marketing strategies and organizational performance. Thus, descriptive survey research design was adopted and as such three hundred (300) questionnaires were administered to the respondents at UAC Foods Limited while one hundred and eighty (180) were fully completed and returned. Indeed, simple percentage was adopted to analyze the responses of the questionnaire while Pearson Correlation Coefficient was adopted to test the hypotheses formulated. However, it was found that there is significant relationship between social networking sites marketing strategies and performance of non-alcoholic beverages and pastries firms and also that there is significant relationship between blogs marketing strategies and performance of non-alcoholic beverages and pastries firms. It is therefore recommended that organization should conduct an extensive market survey to determine the feelings of customers on a given product. Product testing survey should be a priority in ensuring that the right product is taken to the market. This will determine the influence of the purchasing decisions of another customer and hence improve in sales of product of the company thus improve the profits.