Effect Of Sales Promotion On The Performance Of Champion Brewery Uyo, Akwa Ibom State, Nigeria

ABSTRACT

The study investigated on the effect of sales promotion on the performance of Champion brewery. The objective of the study are to ascertain the effect of sales promotion on shareholders return on investment and to determine the effect of sales promotion on sales volume of the company. To achieve the objectives of the study, survey research design was adopted. A total of 154 questionnaires were administered to the respondents of which 135 were completely tilled and returned which represent 88% of the administered questionnaire. The researcher adopted both primary and secondary data in getting the required information. In testing the hypothesis simple regression Analysis was used. The findings revealed that Sales promotion have a significant influence on shareholders return on investment. The findings also revealed that sales promotion have a significant influence on market share of the company. The researcher recommends that manufacturing organizations should engage always in more promotional mix strategies, and also tend to be creative to consumers; this in turn would enhance and boost sales revenue.