IMPACT OF SALES PROMOTION STRATEGIES ON CUSTOMER PATRONAGE OF BREWERIES PRODUCT
(A CASE STUDY OF NIGERIAN BREWERIES PLC)
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ABSTRACT
This projected is concerned with the impact of sales promotion strategies on customers patronage of Breweries Industry. Nigerian Brewery Plc was selected as a case study. It is argued that customers of consumer goods exhibit various attitudes and behaviour toward the product rendered to them. Hence it is not just enough for a manufacturer to product and expect consumers will come and buy their product without considering what they will benefit from it. It is further argued that manufacturers are faced with problems of product substitutes and competition for these reasons many manufacturers now make attempts to simulate and try to win customers loyalty in increasing market share by the use of sales promotional tools, therefore, sales promotion is inevitable.
This project attempts addressing issues by determining on how effectively and efficiently sales promotion activities are being carried out and its impact. Extensive literature research was conducted and was reviewed by series of authors such like, Smith P.R.P, Kotler and Stanton who views sales promotion as activity designed to supplement and coordinate personal selling and advertising efforts. In order to collect adequate data a comprehensive questionnaire was drafted percentage and chi-square methods were use to test the hypothesis at the end of the analysis. The findings revealed that both management and consumer respondents believe that sales promotion has contributed greatly to sales volume. Based on the finding some recommendations were made among which is sales promotion should be encouraged so as to achieve higher patronage from customers.
TABLE OF CONTENT
Title page – – – – – – – – – – i
Declaration – – – – – – – – – – ii
Approval page – – – – – – – – – iii
Dedication – – – – – – – – – – iv
Acknowledgement – – – – – – – – – v
Abstract – – – – – – – – – – vii
Table of Content – – – – – – – – – viii
CHAPTER ONE
General Introduction
1.1 Introduction – – – – – – – – – 1
1.2 Background of the study – – – – – – – 3
1.3 Statement of the problem – – – – – – – 4
1.4 Objective or purpose of study scope of the study – – – 6
1.5 Scope of the Study – – – – – – – – 7
1.6 Definition of Terms – – – – – – – 7
1.7 Limitation – – – – – – – – – 10
CHAPTER TWO
Literature Review
2.1 Introductions – – – – – – – – 11
2.2 Sales Promotion – – – – – – – – 11
2.3 What sales promotion is all about – – – – – 15
2.4 Development of sales promotion – – – – – 18
2.5 Target audience and objective – – – – – – 20
2.6 Sales promotion techniques – – – – – – 21
2.7 Consumer’s promotion – – – – – – – 21
2.8 Price off and special sales – – – – – – 22
2.9 Premiums – – – – – – – – – 23
2.10 Contest and sweep stakes – – – – – – – 24
2.11 Dealer Promotion – – – – – – – – 26
2.12 Controlling and evaluating sales promotion – – – – 27
2.13 Benefit of sales promotion – – – – – – 28
2.14 Challenges of sales promotion – – – – – – 29
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction – – – – – – – – – 31
3.2 Research method used – – – – – – – 31
3.3 Research instrument used – – – – – – – 31
3.4 Questionnaires – – – – – – – – 32
3.5 Research Population and sample size – – – – – 32
3.6 Sampling procedure employed – – – – – – 33
3.7 Justification for sampling selection – – – – – 33
3.8 Statistical technique used for hypothesis – – – – 34
CHAPTER FOUR
4.0 Introduction – – – – – – – – – 35
4.1 Analysis of questionnaire for management responses – – 35
4.2 Analysis of questionnaire for consumer responses – – – 42
4.3 Test of Hypothesis – – – – – – – 47
CHAPTER FIVE
5.1 Introduction – – – – – – – – 50
5.2 Summary of Findings – – – – – – – 50
5.3 Conclusions – – – – – – – – 52
5.4 Recommendation – – – – – – – – 53
Bibliography – – – – – – – – 54
CHAPTER ONE
1.1 INTRODUCTION
In any organization whether profit or non profit oriented the main purpose of the organization is to achieve its objective. The objectives cannot be achieved in a vacuum there must be a clearly set strategy that management should use in order to meet these objectives.
Many businesses fail to realize that they cannot stay in business without any marketing strategies. This is because they were operating in a market that was monopolistic in nature. This means that there was no intense competition from other organization. But these days due to dynamic nature of the market, and consumer taste changes every day it has become imperative on the part of the business to look into their strategies and review them if at all they want to remain in business.
The marketing communication mix consists of the sub sets of marketing tools that are primarily communicational in nature. They are tools normally classified under promotion which is one of the controllable variables of the 4ps of marketing promotional mix, is made up of advertising, personal selling, sales promotion and publicity. The element in the promotional mix that is rapidly gaining additional recognition in most industries especially in the brewery industry in Nigeria is the sales promotion. It is not enough mostly in developing countries like Nigeria in manufacturing to merely produce and trust that consumers will become aware of such products. The firm has to engage in promotional activities.
Over the year some notable author have regard sales promotion as having such roles as:
- Boosting sales in a particular geographical area
- Appealing to special segments of the market
- Attracting bargain hunting, non brand conscious buyers
- Stimulating a new use of the product
- Encouraging more frequent use of a product
- Encouraging the use of other product
- Securing self space of a particular product
- Encouraging seasonal sales or stimulating off peak period sales
- Offsetting price competition
- Assisting sales force in presentation of their product because motivation and encouragement have been created
1.2 BACKGROUND OF THE STUDY
Sales promotion became an essential motivating factor in the area of marketing in any organization whether in the Brewery Industry or any other company.
The researcher has undergone a four month student’s industrial work experience (SIWES) in the company. He has developed interest in the company promotional activities which is one of the reasons that has prompted him to write on the topic. The impact of sales promotion in Nigeria Breweries Company.
The researcher intends to identify the level of depending on sales promotion and its importance to Nigeria Brewery Plc consumers and customer alike.
The researcher deliberated on the effectiveness achievements and the results. The merits and demerits associated with sales promotion are also highlighted.
1.3 STATEMENT OF THE PROBLEM
It is true that consumers of both industrial and consumers of goods exhibits various attitudes and behaviour toward the products and service offered and rendered to them. This is basically because presently consumer’s income is very low due to the economic predicament coupled with the other environmental factors that influence their buying habit many consumers preferred to spend their hard earned resources on essential goods like food stuff, clothes, shelter and other immediate requirement.
In a developing economy like Nigeria, it is not enough for manufactures to just produce and expect consumer will