ABSTRACT
This study focused on the impact of promotional activities on Bournvita product with particular note on Cadbury Nigeria Plc the objectives of the study among other things include:
To know how effective each of the promotion has been increasing the beverage’s market shares in the market.
Based on these, four hypothesis were formulated each focusing on the impact of specific promotion date were sourced. Extensive literature review on textbook, journals and material on the area of the study was carried out. While primary data were sourced from respondents, which form the sample of study. The sample include the management staff of the supermarkets.
Open ended questions in a structured questionnaire were used to collect data from respondents. These data were presented on statistical tables after analysis and interpretation.
Based on the analysis, the following findings were made
That the personnel selling strategy used in burerage industry has much impact on customers disposition and patronage.
Many consumers indicated that the quality of Bournvita is high but many equally complained that the price is high compared to other beverages in the market
Based on the above findings the following recommendations were made: define its promotional objectives in order to device suitable stategics to follow. This can only be very much possible where experts. Are used.
Serious effort should be made by beverage industries in using promotional activities. In using advertising apart from billboards, advertising on radio and local newspapers in English and local languages should be used in creating customers awareness.
The high quality product of Bournvita should be maintained and not relaxed. And a good product with good promotion is easier to sell than bad product with intensive promotion as consumers look for the best quality.
If all these recommendations were carried out the company will not improve on their profit position.
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