ABSTRACT
The purpose of this project work is carried out to investigate and evaluate the effect of sales promotion as a survival strategy in the marketing of company’s products. A case study of Nigerian Bottling Company Plc.
The introduction part of this study as contained in chapter one extensively include an over view of area of study, the importance and the effect of sales promotion in the soft drink market, the statement of the problems, purpose of the study, the brief history of the company under the study, slogans and the working Hypothesis to be tested.
Literature related to the study is reviewed in chapter two which among other things it include brief history of soft drink production in Nigeria using Nigerian Bottling Company Plc as a case study.
Chapter three deals with methods used in collection of data as in research methodology which include the research design, description of the study of population, sampling plan, and administration of the data collection instruments.
Chapter four deals with analysis and interpretation of data collected during the study, the information or data by the use of questionnaire which was analyzed with the use of chi-square formula to test and analyze the tested hypothesis.
Chapter five deals with the summary of the research work, conclusion and recommendation on the study which shows the philosophy field by the marketing concept that customers are kings anything to go by then soft drink producers should endeavor to exhibit more sincerity in the sales promotion activities used to avoid losing patronage from the consumers who perceived sales promotion activities as deceitful..
TABLE OF CONTENTS
Abstract
CHAPTER ONE
1.0 Introduction
1.1 Background of Study
1.2 Statement of Problems
1.3 Research Objectives
1.4 Research Question
1.5 Research Hypothesis
1.6 Scope of Study
1.7 Significance of study
1.8 Limitation of study
1.9 Definition of terms
CHAPTER TWO
2.0 Literature Review
CHAPTER THREE
3.0 Research methodology
3.1 Research Design
3.2 Population of study
3.3 Sampling Design and Procedure
3.4 Data Collection Instrument
3.5 Administration of Data Collection Instrument
3.6 Methods of data analysis
CHAPTER FOUR
4.0 Data Presentation and Analysis
4.1 Data Presentation
4.2 Test of Hypothesis
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
Questionnaire