ABSTRACT
This projected is concerned with the impact of sales promotion strategies on customers patronage of Breweries Industry. Nigerian Brewery Plc was selected as a case study. It is argued that customers of consumer goods exhibit various attitudes and behaviour toward the product rendered to them. Hence it is not just enough for a manufacturer to product and expect consumers will come and buy their product without considering what they will benefit from it. It is further argued that manufacturers are faced with problems of product substitutes and competition for these reasons many manufacturers now make attempts to simulate and try to win customers loyalty in increasing market share by the use of sales promotional tools, therefore, sales promotion is inevitable. This project attempts addressing issues by determining on how effectively and efficiently sales promotion activities are being carried out and its impact. Extensive literature research was conducted and was reviewed by series of authors such like, Smith P.R.P, Kotler and Stanton who views sales promotion as activity designed to supplement and coordinate personal selling and advertising efforts. In order to collect adequate data a comprehensive questionnaire was drafted percentage and chi-square methods were use to test the hypothesis at the end of the analysis. The findings revealed that both management and consumer respondents believe that sales promotion has contributed greatly to sales volume. Based on the finding some recommendations were made among which is sales promotion should be encouraged so as to achieve higher patronage from customers.
TABLE OF CONTENT
Title page
Declaration
Approval page
Dedication
Acknowledgement
Abstract
Table of Content
CHAPTER ONE
General Introduction
1.1 Introduction
1.2 Background of the study
1.3 Statement of the problem
1.4 Objective or purpose of study scope of the study
1.5Scope of the Study
1.6 Definition of Terms
1.7 Limitation
CHAPTER TWO
Literature Review
2.1 Introductions
2.2 Sales Promotion
2.3 What sales promotion is all about
2.4 Development of sales promotion
2.5 Target audience and objective
2.6 Sales promotion techniques
2.7 Consumer’s promotion
2.8 Price off and special sales
2.9 Premiums
2.10 Contest and sweep stakes
2.11Dealer Promotion
2.12 Controlling and evaluating sales promotion
2.13 Benefit of sales promotion
2.14 Challenges of sales promotion
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction
3.2 Research method used
3.3 Research instrument used
3.4 Questionnaires
3.5 Research Population and sample size
3.6 Sampling procedure employed
3.7 Justification for sampling selection
3.8 Statistical technique used for hypothesis
CHAPTER FOUR
4.0Introduction
4.1 Analysis of questionnaire for management responses
4.2 Analysis of questionnaire for consumer responses
4.3 Test of Hypothesis
CHAPTER FIVE
5.1 Introduction
5.2 Summary of Findings
5.3 Conclusions
5.4 Recommendation
Bibliography
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