Effect Of Advertising On Sales Performance In The Brewering Industry (A Study Of Nigerian Breweries Plc, Enugu)

ABSTRACT

This study was intended to evaluate Effects of Advertising on sales performance in the Brewering industry. The study was guided by the following objectives; to ascertain the Effect of advertising on customer acquisition and sales volume , to ascertain the budgets and appropriation of advertising on turn-over; to ascertain the effects of advertising on profit. The study adopted a sample size of 134 computed from a population of 200 using Taro Yamani method. Questionnaires was used for data collection and sample percentage and simple regression model was used to analyze the data collected specificaUy, a five year advertising cost & sales, revenue of the firm was regressed to determine the effects of cost on the company's sales revenue. The chi 2 value of the model was 13.338 which iere significant at 1% level; while the Ilegal kereke R 2 was 0.314 which implied that there is a strong relationship between advertising and sales performance. The study concluded that advertising enhances the sales volume of the firm, and thus, recommended the adoption of advertising and brand designs to make them more appealing in order to improve sales and lead to better performance.