THE IMPACT OF SALES PROMOTION ON THE SALES OF SOFT DRINKS IN NIGERIA (A CASE STUDY OF 7UP BOTTLING COMPANY PLC, ABA). A RESEARCH PROJECT MATERIAL ON MARKETING
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.
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.
Advertising and Publicity designed to stimulate sales and dealers effectiveness, which may take the form of display demonstrations shows and exhibition and various non-recurrent effort not in the ordinary routine.
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