THE IMPACT OF RAPID INCREASE SALES PROMOTION ACTIVITIES ON THE SALES OF SOFT DRINKS IN NIGERIA

ABSTRACT

Sales promotion is something extra that can arouse interest create a buying desire, and spark off an immediate reaction from customers, middlemen or company’s sales force, t is the name that is applied to special kinds of sales accelerating activities that are not necessary classed as advertising, personal selling. It is considered as special selling efforts and it consist of short term incentives which are designed stimulate buying actions.

Chapter one talks of the introduction of the study background of the study, the statement of the study, the objective of the study which to find out it sales promotion has helped the Nigeria bottling company Plc to position their product to find out if sales promotion has helped the Nigerian bottling company Plc to maintain customers patronage and brand loyalty etc two hypothesis were formulated and also some definition of terms etc.

chapter two talks of the review of related literature for better understanding of sales promotion activities contributions, ideas and previous investigations of authors, experts and some researcher were reviewed. Some of the authors and experts that were consulted, are kotlers will and his research teams 1984, Unampkpa 1978, will Cheese, Kennedy and Houston 1987, only but few were mention.

Chapter three discuss the research methodology which includes research design, population of the study which is 100 sampling procedure, determination of sample size which the researcher have as 80 using yaro yamen formula, method of data collection which are primary and secondary data.

Chapter four handles presentation, analysis and interpretation of data in the course of this study data. The analysis presented is by the use of tables and samples percentage. The two hypothesis were relationships to show that sales promotion has helped the Nigerian bottling company Plc to maintain customers patronage and brand loyalty. Second one is that there is significance relationship to shows that sales promotion has helped the Nigerian bottling company Plc to position their product.

Chapter five summarize the findings based on the research questions analysis and the two hypothesis that were also made which include the following sales promotion has helped not only the Nigerian bottling company but others to maintain customers patronage and brand loyalty and its has also helped companies to position their product. Some recommendations were also drawn which are:-

  1. The company should not ignore sales promotion because it has helped in a brand loyalty.
  2. Companies should not overlook sales their product above their competitors.