THE IMPACT OF SALES PROMOTION ON THE MARKETING OF SOFT DRINKS IN KOGI STATE (A CASE STUDY OF COCA-COLA BOTTLING COMPANY PLC, LOKOJA DEPOT)

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THE IMPACT OF SALES PROMOTION ON THE MARKETING OF SOFT DRINKS IN KOGI STATE

(A CASE STUDY OF COCA-COLA BOTTLING COMPANY PLC, LOKOJA DEPOT)

NUMBERS PAGES: 59 RESEARCH TYPE:- PROJECT AMOUNT :- ₦2500

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ABSTRACT This research work examines the effect of sales promotion on the marketing soft drinks. In Nigeria using Nigeria Bottlign Company, Lokoja as a case study. The unique characteristics of sales promotion and it tools are highlighted so also are the problems associated with the promotional programme. Data were sourced from both primary and secondary sources. They were analyzed by use of percentage and chi-square. From the analysis, it was discovered that, sales promotion influence consumers buying decision positively, results in brand loyalty which are in conformity with the view of famous authors on the subject. It was recommended that for the management of the company to boost their sales and ensure customer loyalty, there is need for aggressive promotion of its products. TABLE OF CONTENTS Title page . . . . . . . . i Approval page . . . . . . . ii Dedication . . . . . . . iii Acknowledgement . . . . . . iv Abstract . . . . . . . . v Table of contents . . . . . . . vi CHAPTER ONE: INTRODUCTION

Background to the study . . . . . 1
Statement of the problem . . . . . 2
Objectives of the study . . . . . . 4
Significance of the study . . . . . 4
Research hypothesis . . . . . . 5
Scope of the study . . . . . . 6
Limitations and constraints of the study . . . 7
Definition of key terms . . . . . . 9

CHAPTER TWO: LITERATURE REVIEW 2.1 The concept of sales promotion . . . . 10 2.2 Objective of sales promotion . . . . . 13 2.3 Functions of sales promotion . . . . . 15 2.4 Importance of sales promotion . . . . 17 2.5 The need for sales promotion . . . . . 18 2.6 Effect of sales promotion . . . . . 20 2.7 Purpose of sales promotion. . . . . . 21 2.8 Sales promotion techniques . . . . . 22 2.9 Sales promotion process. . . . . 24 2.10 Advantages of sales promotion. . . . . 26 2.11 Disadvantages of sales promotion . . . . 26 2.12 The impact of sales promotion on the soft drinks . 28 CHAPTER THREE: RESEARCH METHODOLOGY 3.1 Research design . . . . . . . 30 3.2 Area of the study . . . . . . 34 3.3 Population of the study . . . . . . 34 3.4 Sample of the study . . . . . . 34 3.5 Method of data collection . . . . . 35 3.6 Administration and retrieval of instrument . . 37 3.7 Problems of methodology . . . . . 39 3.8 Method of data analysis . . . . . 39 CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS 4.1 Presentation and analysis of data . . . . 44 4.2 Test of hypothesis . . . . . . 54 4.3 Discussion of findings . . . . . . 56 CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS 5.1 Summary. . . . . . . . . 57 5.2 Conclusion . . . . . . . . 58 5.3 Recommendations . . . . . . 59 Bibliography/References Appendix

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