ABSTRACT

This research project is a very crucial study for the malt drinks company. The study was motivated by the necessity to establish the effect of promotion on the sales volume of malt drinks in Umuahia, (A Study of Eso-Penco Nigeria Ltd, umuahia, Abia State). Malt Drinks Company was made use of by the researcher as case of study because of the level and precision this study intends to attain. This study was also expected to examine the effectiveness of promotion techniques been employed by malt drinks company and determine to which extent this organization have successfully operated its business with the current promotion of its permits as well as device ways such that promotion could be used as sales volume of enhancing increase in sales. This research work is therefore significant in the sense that it has endeavoured to suggest workable and acceptable guidelines which companies may find useful in handling organizational problems particularly those having to do with promotion. Three research hypotheses were formulated to avoid deviation from the subject understudy. Both primary and secondary data were used in collection of data. In organizing and presenting data, collimated tables, frequencies and percentages were used to present the raw data in a meaningful manner thereafter the variation hypothesis were tested using chi-square at a degree of 0.05 level of significance. The following hypotheses were accepted after the test. Malt drinks is preferred to other competing Malta Guinness because of its superiority secondly the price of product has influenced its share of the market. Based on the finding, recommendation and conclusion of the study was made and states that promotion of the product is not only the yardstick to measure the performance of a product in the market and that promotion is the most sales volume not only for promoting the sales of a product but also for booking and projecting the overall and corporate objectives of a firm.