THE EFFECT OF ADVERTISING AND SALES PROMOTION ON SALES VOLUME (A CASE STUDY OF NIGERIA BREWERIES PLC. LOKOJA.)

THE EFFECT OF ADVERTISING AND SALES PROMOTION ON SALES VOLUME

(A CASE STUDY OF NIGERIA BREWERIES PLC. LOKOJA.)


NUMBERS PAGES: 52         RESEARCH TYPE:- PROJECT         AMOUNT :- ₦2500

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                                                                              ABSTRACT

This research work is on the effect of advertising and sales promotion on sales volume.
It is aimed to provide the opportunity of determining the effect of advertising and sales promotion in the affairs of Nigeria Breweries Plc. And by extension in that of the beer industry in Nigeria.
Advertising and sales promotion are very important tools that the Nigeria beer industry can not do without because it is rock on which the industry operates.
Advertising and sales promotion help to maintain market share, and build up preference within consumers thereby boosting consumers loyalty and patronage.
Advertising and sales promotion as a concept can be defined as the activities used by marketer to communicate to consumers in orderr to influence and induce them to buy.

TABLE OF CONTENT
Title page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
Table of content vi
CHAPTER ONE
1.1 Introduction 1
1.2 Background of the study 2-3
1.3 Statement of the problem 3-5
1.4 Significant of the study 5
1.5 Purpose of the study 6
1.6 Statement of hypothesis 6-7
1.7 Scope of the study 7-8
1.8 Limitations and constraints 8-9
1.9 Definition of terms 9-12

CHAPTER TWO:
Literature Review 13-14
2.1 Marketing Mix 14-17
2.2 Promotion Mix 18-22
2.3 Sales Promotion 23-25
2.4 Expenditure on Advertising and sales promotion 25-26
2.5 Effectiveness of advertising and sales promotion 26-28
2.6 Communication and sales result 28
2.7 The stages of consumers decision 28-29
2.8 Advertising and sales relationship 29-30
2.9 Relationship between advertising and sales promotion 31

CHAPTER THREE
3.1 Research Design 32
3.2 Area of the study 32-33
3.3 Population of the study 33-34
3.4 Sample of the study 34
3.5 Method of data collection 35-36
3.6 Administration and retrieval of instrument 36-37
3.7 Problems of methodology 37-38
3.8 Method of data analysis 38-39

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Presentation and analysis of data 40-44
4.2 Test of Hypothesis 45-47
4.3 Discussion of Findings 47
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary of Findings 48
5.2 Conclusions 48-49
5.3 Recommendation 49-51
Bibliography/References
Appendix

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