IMPACT OF SALES PROMOTION ON ORGANIZATIONAL EFFECTIVENESS IN NIGERIA MANUFACTURING INDUSTRY; A STUDY OF NESTLE NIGERIA PLC

ABSTRACT

The study is on the impact of sales promotion on organization effectiveness in Nigeria manufacturing industry a study of NESTLE Nigeria Plc. The specific objectives of this study are to; determine the socioeconomic/demographic characteristics of the respondents; determine sales promotion strategies adopted by beverage drink industries in Nigeria; determine the effect of sales promotional strategies on the effectiveness of NESTLE Food Plc. in Nigeria. Data for the study was collected from a primary source which was the use of a well-structured questionnaire, personal interview and observation also formed a critical means of data collection sample size was determined using simple random sampling technique therefore the sample size selected was 200. Data gathered from the study were analyzed using descriptive statistics such as frequency tables and percentages, the t-test analysis statistical tools was employed to test the hypothesis.. The results on the use of sales promotion by beverage drink industry in Nigeria showed that the mean difference was statistically significant at 0.05 level as the p-value is smaller than 0.05 (i.e. t = 1.648, P < 0.05), therefore, the null hypothesis that beverage drink industry do not use sales promotion strategies to achieve their set goals was rejected while the alternative hypothesis was accepted which suggests that beverage drink industry in Nigeria make use of sales promotion strategies to achieve their set goals also the t-test statistical analysis on the effect of promotional strategies adopted by nestle food ltd showed that the mean difference between was statistically significant at 0.05 level as the p-value is smaller than 0.05 (i.e. t = 2.028, P < 0.05), ttherefore, the null hypothesis that sales promotion strategies has no influence on organization effectiveness was rejected while the alternative hypothesis was accepted which suggests that sales promotion strategies has influence on organization effectiveness This indicates that there is an agreement that NESTLE Nigeria Plc as well as beverage drink industry in Nigeria make use of sales promotion strategies and that sales promotion strategies have a positive influence on the organizations effectiveness. The researcher therefore recommends that NESTLE Nigeria Plc. and all other manufacturing organizations in general, may engage always in more promotional mix strategies, and also tend to be creative to consumers; this in turn would enhance and boost sales revenue

TABLE OF CONTENT

Title Page ﾿ i

Declaration ﾿ ii

Certification Page ﾿ iii 

Dedication ﾿ iv 

Acknowledgement ﾿ v 

Table of Content ﾿ vi 

List of Tables ﾿ viii

Abstract ﾿ ix

CHAPTER ONE

1.0 ﾿ INTRODUCTION 

1.1 ﾿ Background of the study ﾿ 1

1.2 ﾿ Statement of the problem ﾿ 2

1.3 ﾿ Objectives of the Study ﾿ 3

1.4 ﾿ Research Questions ﾿ 3

1.5 ﾿ Research Hypotheses ﾿ 3

1.6 ﾿ Significance of the study ﾿ 3

1.7 ﾿ Scope of the study ﾿ 4

1.8 ﾿ Limitations of the Study ﾿ 4

1.9 ﾿ Definition of Terms ﾿ 4

CHAPTER TWO

3.0 ﾿ REVIEW OF RELATED LITERATURE

2.1 ﾿ Introduction ﾿ 6

2.2 ﾿ The History and Growth of Sales Promotion. ﾿ 7

2.3 ﾿ Objectives of sales promotions. ﾿ 8

2.4 ﾿ Characteristics of Sales Promotion Tools ﾿ 10

2.5 ﾿ Types of sales promotion. ﾿ 10

2.6 ﾿ Main Classification of Sales Promotion: ﾿ 12

2.7 ﾿ Advantages of sales promotion ﾿ 14

2.7.1 ﾿ The Strength and Strategies of Sales Promotion ﾿ 15

2.8 ﾿ Problems of Sales Promotion ﾿ 15

2.8.1 ﾿ The Effectiveness of Sales Promotion ﾿ 17

2.9 ﾿ Organizational Effectiveness ﾿ 17

2.9.1 ﾿ Relationship between Sales Promotion and Organization Effectiveness ﾿ 18

2.10 ﾿ Theoretical framework ﾿ 20

CHAPTER THREE

3.0 ﾿ RESEARCH METHODOLOGY

3.1       Research Design ﾿ 21

3.2 ﾿ Area of Study ﾿ 21

3.3 ﾿ Method of Data Collection ﾿ 21

3.4 ﾿ Population of Study ﾿ 21

3.5 ﾿ Sample Size Determination ﾿ 22

3.6 ﾿ Methods of Data Analysis ﾿ 22

3.7 ﾿ Design and Administration of Questionnaire  ﾿ 23

3.8       Validity of the Instrument ﾿ 23

3.8      ﾿ Reliability of instrument ﾿ 23

3.9 ﾿ Model of Specification ﾿ 23

CHAPTER FOUR

4.0 ﾿ DATA PRESENTATION, INTERPRETATION AND ANALYSIS

4.1  ﾿ Data Presentation ﾿ 25

4.2 ﾿ Analysis of Data ﾿ 25

4.3    ﾿ Hypothesis Testing ﾿ 28

4.3.1 ﾿ Hypothesis 1 ﾿ 28

4.3.2 ﾿ Hypothesis 2 ﾿ 30

CHAPTER FIVE

5.0 ﾿ SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 ﾿ Discussion of Findings ﾿ 33

5.2 ﾿ Conclusion ﾿ 34

5.3 ﾿ Recommendations ﾿ 34

REFERENCES

APPENDIX