EFFECT OF SALES PROMOTION ON CONSUMERS LOYALTY TO THE BREWERY PRODUCT IN NIGERIA (A CASE STUDY OF STAR PRODUCT OF NIGERIA BREWERY) ENUGU STATE

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