ABSTRACT

 Marketing determinants refer the variables that affect actions ol consumers in achieving the desired objectives of high sales turnover. It involves simulations of market wants and needs. In this work, the researcher is concerned with the determinants of high sales volume of alcoholic drinks of Nigerian Breweries Pic using (he distribution outlets. The problems the company encounters in terms of declining sales, its competitions, and environment is enumerated as the reasons for this work. The objectives include determining the extent to which sales determinants apply to the firm in its competitive environment. Another is to establish the strategies that could be adopted for higher sales volume. The research design adopted is a descriptive approach employing survey method. Questionnaire was administered to elicit information from respondents. Information was sourced from the distributors of Nigerian Breweries Pic in Aba, the commercial hub of Abia State, The population ofthe study is 78 and the sample size was 65. Stratified random sampling technique was used to determine the sample size.. Research questions and hypotheses were formulated and tested using the chi-square statistic. In the findings, it was revealed Poor marketing strategy of has a significant effect on the sales volume of products, there is a significant relationship between marketing research and volume of sales of products as in the case of Nigerian Breweries Pic. High sales volume of product is very important because it is the basis for the existence of today’s big business and the existence of growth and profitability and invariably the survival of most companies. This project is therefore recommended to business organisation as an aid on the effective utilization ofmarketing strategy in a competitive environment.