247Ebook Project: EFFECT OF CONSUMER SALES PROMOTION IN THE MARKETING OF FOODS AND BEVERAGES IN ENUGU METROPOLIS

EFFECT OF CONSUMER SALES PROMOTION IN THE MARKETING OF FOODS AND BEVERAGES IN ENUGU METROPOLIS


ABSTRACT

This research work was on the effect of consumer sales promotion in the marketing of foods and beverages in Enugu metropolis,( A study of seven-up bottling company plc). The main objective was to find out whether there is a direct relationship between increase in quantity purchase of a product by the consumers and sales promotion. The research work took a cursory look at how the product is fairing in the competitive market. Both primary and secondary data were collected to solve the research problem. The population of the study comprised of the manufacturers and consumers of seven-up and some of the personnel of the company of study. The research instruments used for data collection were questionnaires and oral interview. Tables, frequencies and percentages were used in presenting and analyzing the data collected. The inferential statistical tool used was chi-square used to test the various hypotheses on the data analysis since the data are expressed in frequencies and are more than two variables. However, the analysis of data and test of hypotheses revealed that sales promotion efforts can always justify whatever amount of money invested in them since they contribute significantly towards the achievement of set marketing or sales objectives which is usually include profit maximization. Finally, findings showed that competition was one of the reasons for adoption of sales promotion by seven-up bottling company plc, makers of 7up mineral water, as an aggressive marketing tool for matching coca cola and recommends that seven-up should continue to engage in sales promotion and ensure that consumers are adequately rewarded if possible with gifts whose unit values of the product offered. The researcher recommends some areas or aspect of the topic that requires further investigation in future.


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