THE IMPACT OF SALES PROMOTION ON THE SALES OF SOFT DRINKS IN NIGERIA (A CASE STUDY OF 7UP BOTTLING COMPANY PLC, ABA)

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THE IMPACT OF SALES PROMOTION ON THE SALES OF SOFT DRINKS IN NIGERIA (A CASE STUDY OF 7UP BOTTLING COMPANY PLC, ABA)

 

ABSTRACT

This study is on the impact of sales promotion on sales of soft drinks in Nigeria. A case study of 7up Bottling Company Plc Aba Depot.

One of the major problems addressed was due to the low amount of money invested by the company on sales promotion activity result to low sales turnover was addressed which result to the increase in sales turnover.

The total population used is two hundred (200) made up of production department, marketing/production and Administration department and sample of 133 employees was randomly drawn from 7up bottling Company Plc Aba depot.

The personal interview and questionnaire are as well analyses accordingly.

The researcher used chi-square (X2) statistics for testing hypotheses formulated. Findings show that inadequate capital base is a major problem responsible for the low company’s sales turnover.

The researcher recommended that the marketing manager of 7up Bottling Company Plc, Aba Depot should know that the use of sales promotion activities is the only way to ensure consumers patronage and as such they should maintain its product quality and price.

TABLE OF CONTENT

Introduction

1.1         Background of the study

1.1.1             PROFILE OF 7UP BOTTLING COMPANY Plc,

Aba.

1.2         Statement of the problem

1.3         Objectives of the study

1.4         Research Questions

1.5         Research Hypotheses

1.6         Significance of the study

1.7         Scope and Limitations of the study

1.8         Definition of terms.

Chapter two

Literature Review

2.1         Introduction

2.2         The concept of marketing

2.3         Promotional activity in Nigeria

2.4         Elements of promotional Mix

2.5         What is sales promotion

2.6         Types of sales promotion

2.7         Objective of sales promotion program

2.8         Sale promotion techniques

2.9         Developing  the sales promotion program

2.10      Evaluating sales promotion effectiveness

2.11      Comparison of promotional Element

2.12      The benefits of Sales promotion

2.13      Problems of sales promotion.

2.14      Liability and limits of sales promotion

2.15      What  to consider in adopting sales promotion

2.16      Summary.

Chapter three

Research methodology

3.1         Design of the study

3.2         Area of the study

3.3         Population of the study

3.4         Sample and sampling techniques

3.5         Method of data collection

3.6         Method of data Analysis.

Chapter four

Presentation and analysis of  data

4.1         Question by question analysis of the investigation research questions

4.2         Testing of hypotheses

4.3         Discussion of findings

Chapter five

Summary, conclusions and recommendations

5.1         Restatement of findings

5.2         Summary

5.3         Conclusions

5.4         Recommendations

5.5         Suggesting for further studies

References

Appendixes

CHAPTER ONE

INTRODUCTION

1.1       BACKGROUND OF THE STUDY

Marketing generally is aimed at profitable sales by offering want satisfy goods and services to the market.

Every Business  Organization be it manufacturing distributive or service firm has the goal  of its marketing  efforts.

But purchase in sales and profitability of a firm cannot be enhanced without promotion .

Advertising, personal selling, publicity and sales promotion are the salient from a promotion available  to most tools are suitable for both industrial products and consumer items.

 Most soft drinks  companies usually employ advertising personal selling and to some extent publicity  and perhaps sales promotion in promoting their products.

But  the extent to which sales promotion impact  the consumption of soft drinks is yet  to be ascertained.

 It is in the light of the above that the research thought  it is wise to study the impact of sales  promotion on the consumption of soft drinks ie (7UP products) in a segment of Abia State Nigeria using 7  Up Bottling Company ,Aba as a case study.

 Sales  promotion is one of the important promotion tools that have gained a lot of popularity in recent time, perhaps because of  increase  in competition in a  depressed economy where disposable  income kept  on decreasing over a period of time. The American marketing Association (AMA) define sales promotion as activities other than personal selling.

 

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THE IMPACT OF SALES PROMOTION ON THE SALES OF SOFT DRINKS IN NIGERIA (A CASE STUDY OF 7UP BOTTLING COMPANY PLC, ABA)

 

 

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