Effects Of Promotion Mix On The Profitability Growth Of Breweries In Nigeria (Guinness Breweries Plc, Aba)

ABSTRACT

This research work is set out to analyze the promotional mix on the profitability growth of breweries in Nigeria Guinness breweries Plc. Aba. The specific objectives of this study is to conduct and analyze the influence of promotional mix strategies on the profitability growth of breweries, to determine the influence of advertising on the profitability growth of breweries in Nigeria, determine the influence of sales promotion, public relations, personal selling and direct marketing on the profitability growth of breweries in Nigeria. The data were generated by individual interview using well structured questionnaire. This was supplemented by secondary data collected from different published and unpublished sources. The researcher adopted tables and percentages in presentation and analysis of data. Again the stated objectives were analyzed using simple regression and the SPSS version 20 and the hypothesis were tested at 0.05 level of significance. The result obtained from this analysis indicates that there is a great influence of advert using on the profitability growth of breweries in Nigeria as can be seen from the response of the respondents. The SPSS output indicates that there is a relationship between the influence of advertising and profitability growth of breweries in Nigeria. All the results obtained from the analysis indicates a close relationship among the variables. The result findings indicates that public relations as a promotional mix element contributes immensely to the profitability growth of breweries in Nigeria. 

TABLE OF CONTENT

Title page ﾿ i

Declaration ﾿ ii

Dedication ﾿ iii

Acknowledgment ﾿ iv

Table of content ﾿ v

List of tables ﾿ vi

Abstract ﾿ ix

CHAPTER ONE: ﾿ 1

INTRODUCTION ﾿ 1

1.1 ﾿ Background to the Study ﾿ 1 ﾿

1.2 ﾿ Research Problem ﾿ 1

1.3 ﾿ Research Objectives ﾿ 2

1.4 ﾿ Research Question ﾿ 3

1.5 ﾿ Research Hypotheses ﾿ 4

1.6 ﾿ Significance of the study ﾿ 4

1.7 ﾿ Scope/Limitation Of The study ﾿ 5

1.8 ﾿ Assumption of the study ﾿ 6

1.9 ﾿ Operational Definition ﾿ 6

CHAPTER TWO ﾿ 8

LITERATURE REVIEW ﾿ 8

2.1 ﾿ Introduction ﾿ 8

2.2 ﾿ Concept of promotion mix strategies ﾿ 8

2.2.1 ﾿ Advertising ﾿ 8

2.2.2 ﾿ Sales Promotion ﾿ 10

2.2.3 ﾿ Public Relation ﾿ 11

2.2.4 ﾿ Personal selling ﾿ 11

2.2.5 ﾿ Direct Marketing ﾿ 13

2.3 ﾿ Concept of Promotional mix strategy ﾿ 13

2.4 ﾿ Marketing Communication Foundation/Theory ﾿ 14

2.4.1 ﾿ Aid a theory ﾿ 14

2.4.2 ﾿ Hierarchy of Effects of Theory ﾿ 16

2.5 ﾿ Empirical study ﾿ 17

CHAPTER THREE ﾿ 19

RESEARCH METHODOLOGY ﾿ 19

3.0 ﾿ introduction ﾿ 19

3.1 ﾿ Research Design ﾿ 19

3.2 ﾿ Population ﾿ 20

3.3 ﾿ Sample Size ﾿ 20

3.4 ﾿ Sampling Technique ﾿ 20

3.5 ﾿ Research Instrument ﾿ 21

3.6 ﾿ Psychometric Properties of the Research Instrument ﾿ 21

3.6.1 ﾿ Validity of the Research Instruments ﾿ 21

3.6.2 ﾿ Reliability of Research Instruments ﾿ 21

3.7 ﾿ Administration of Instrument ﾿ 22

3.8 ﾿ Measurement of variables ﾿ 22

3.9 ﾿ Sources of Data Collection ﾿ 22

3.10 ﾿ Method of Data Analysis ﾿ 23

CHAPTER FOUR ﾿ 25

DATA PRESENTATION AND ANALYSIS ﾿ 25

4.1 ﾿ Analysis of general demographics of respondents ﾿ 25

4.2 ﾿ Analysis of research questions ﾿ 25

4.2.1 ﾿ Research question two ﾿ 26

4.3. ﾿ Research question three: ﾿ 27

4.4 ﾿ Research question four ﾿ 28

4.5 ﾿ Research question five ﾿ 29

4.6 ﾿ Test of the stated research hypothesis ﾿ 29

4.7 ﾿ Research hypothesis two ﾿ 30

4.8 ﾿ Research hypothesis three ﾿ 31

4.9 ﾿ Research hypothesis four ﾿ 32

4.10 ﾿ Discussion of major findings ﾿ 33

CHAPTER FIVE ﾿ 34

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION. ﾿ 34

5.1 ﾿ Summary of findings ﾿ 34

5.2 ﾿ Conclusion ﾿ 34

5.3 ﾿ Recommendations ﾿ 35

5.5 ﾿ Suggestion for further studies ﾿ 36

References