IMPACT OF SALES PROMOTIONAL ACTIVITIES ON THE CONSUMPTION OF SOFT DRINK IN PORT HARCOURT

IMPACT OF SALES PROMOTIONAL ACTIVITIES ON THE CONSUMPTION OF SOFT DRINK IN PORT HARCOURT

TABLE OF CONTENTS

CHAPTER ONE: INTRODUCTION

1.1         Background of the Study

1.2         Statement of Problem

1.3         Purpose of the Study

1.4         Significance of the Study

1.5         Research Question/Hypothesis

1.6         Theoretical foundation of the study

1.7         Scope of the study

1.8         Limitation of the study

1.9         Definition of Terms

References

CHAPTER TWO: LITERATURE REVIEW

2.1       Theoretical Framework

2.2       Factors that contributes to sales promotion increase

2.3       Planning and Designing the sales promotion programme

2.4       Pretesting and post testing the sales programme

2.5       Budgeting for sales promotion

2.6       Sales promotions activity in Nigeria since independence

2.7       Sales promotion in Nigeria in the late eighties

            References

CHAPTER THREE: RESEARCH DESIGN AD METHODOLOGY

3.1       Research Design

3.2       Sources of Data

3.3       Location of the Study

3.4       Population of the Study

3.5       Determination of Sample Size

3.6       Sampling Techniques

3.7       Method of Data Collection/Instrumentation

3.8       Method of Data Analysis

3.9       Validity and Reliability of Instrument

            References

CHAPTER FOUR: DATA PRESENTATION ANALYSIS AND INTERPRETATION

4.1       Data Presentation

4.2       Analysis of Data

4.3       Testing of Hypothesis

4.4       Interpretation of Results

            References

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND

RECOMMENDATIONS 

5.1       Summary of Findings

5.2       Conclusions

5.3       Recommendations

5.4       Suggest for Further Studies

            Bibliography

            Appendices

LIST OF TABLES

1.    Questionnaire distribution and return analysis

2.    Effect of sales promotion on the sales volume and profit of company

3.    Sales promotional effect on consumer demand

4.    Sales promotional as an effective tool of product promotion

5.    The possibility of sales promotion exercise to cause increase in line of business  set back

6.    Sales promotional periods

7.    Rate of percentage turnover

8.    Continence table were formed using question (18) of the questionnaire

9.    Chi-square computation

CHAPTER ONE

INTRODUCTION

1.1         BACKGROUND OF THE STUDY

Sales promotion is an indirect form of marketing promotion intended to stimulate quick action. It is those promotional activities other than personal selling, advertising and publicity that stimulate consumer purchasing and dealers effectiveness such as displays, shows and exhibitions, demonstration, coupons, contests, samples, premiums, trade allowance, point of purchasing displays, price cent-off pack and dealer allowance and other known routine selling efforts that are usually of short term activities.

According to Ebue (2000: 240) “sales promotion is that something extra that can arouse interest, creating a buying desire, sparks an immediate reaction from customers, middlemen or company sales force.

Sales promotion incentives are usually of short duration and the aim  is to move sales of a particular product or brand above the existing level. Sales would increase if more customers are attracted to the shop, if non-brand users are attracted and if brand users are encouraged to buy more.

According to Nnolim (1979: 142) sales promotions is intended to aid both consumers pull and dealer push. They thus categorized sales promotions techniques in term of their consumer and dealer focus.

IMPACT OF SALES PROMOTIONAL ACTIVITIES ON THE CONSUMPTION OF SOFT DRINK IN PORT HARCOURT