ABSTRACT
This research was under taken to elicit the effect of sales promotion on consumer buying decision using Coca-Cola Bottling Company as a case study. The main objective of this study is to know how sales promotion have helped in consumer buying decision and to also know it have succeeded in increasing the buying and drinking habit of Coca-Cola products. In this case the survey method was used in collecting data and this method permitted to survey the respondents at their own convenience, with questionnaire administered to them, it was found out the competition, free sample, sweep takes or demonstration were the effective tools in mobilizing and securing consumer active participation and interest in sales promotion on brand product and services conclusion one can say the form all our findings, competitive sales promotion do not move brand loyal to change their brand, sales promotional competition most especially sales promotion and sweep takes are goods marketing tool if the objective is to yield faster and measurable responses in sale of brand, product or service it was therefore recommended that as companies move from transaction oriented view of their customer to a relationship building one companies have to develop strategies which will be aimed at keeping their customers to remain loyal probably through creating and sponsoring quality programmed games and so forth.
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