ABSTRACT

This study was on the “Effect of Sales Promotion on Consumer’s Loyalty to the Brewery Product in Nigeria”. The study looked at evaluated the role and significance of sales promotion marketing strategy in performance of the beer industry and to ascertain whether the sales promotion activities used by the firm have any effect on the customer behavior and also to determine whether beer manufacturers profit depends on the efficient and effective sales promotion marketing strategy and to examine the effects of sales promotion and to give  hones recommendation based on marketing principles, that will help the firms to some extent in solving their problems. Data collection was from questionnaire and oral interview, 134 respondents were selected for the study. The data collected was analyzed and presented in tables, objectives 1 to 3 was achieved using simply percentage while objective 4 and 5 was achieved using multiple regression. The result shows that majority of the respondents were customers and staff. The response from customer’s respondents signifies that they will purchase more of Nigerian Breweries product (Star) base on it sales promotion.

TABLE OF CONTENTS

Declaration i

Certification ii

Dedication iii

Acknowledgement iv

Table of Contents v

List of Tables vii

Abstract viii

CHAPTER ONE

1.0        INTRODUCTION

1.1 Background Of The Study 1

1.2 Statement of Problems ` 2

1.3 Objectives of the Study 3

1.4 Researches Question 3

1.5 Research Hypothesis 4

1.6 Significance of the Study 5

CHAPTER TWO

2.0 LITERATURE REVIEW

2.1 Sale Promotion Examined 6

2.2 Factors That Contribute To Sales Promotion Increase 7

2.3 Sales Promotion: Nigerian Content 9

2.4 Designing And Managing Sales Promotion 10

2.5 Selecting The Sales Promotion Tools 11

2.6 Developing Sales Promotion Programme 13

2.7 Implementing The Sales Promotion Programme 14

2.8 Evaluation Of The Sales Promotion Results 15

CHAPTER THREE

3.0 RESEARCH METHODOLOGY

3.1 Research Design 17

3.2 Areas of Study 17

3.3 Study Population 17

3.4 Sample Size 18

3.5 Source of Data 19

3.6 Data Analysis 20

CHAPTER FOUR

4.0 DATA ANALYSIS AND PRESENTATION

4.1 Questionnaire Administration 21

4.2 Analysis of Data for Customer 22

4.3 Analysis Of Data For Producers, Staff And Distributors 25

4.4 Hypothesis Testing 29

CHAPTER FIVE

5.0 SUMMARY CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings 34

5.2 Conclusion 35

5.3 Recommendations 36

5.4 Suggestion for Further Studies 37

REFERENCES