Sales Promotion

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SALES PROMOTION AS AN EFFECTIVE PROMOTIONAL TOOL FOR INFLUENCING CONSUMERS BUYING DECISION IN BEVERAGES INDUSTRY (A CASE STUDY OF CADBURY NIGERIA PLC)

BY:
NWAGBOLOGU ADAOBI
MATRIC NO: 06/66MC143

A RESEARCH PROJECT SUBMITTED TO THE DEPARTMENT OF BUSINESS ADMINISTRATION, FACULTY OF BUSINESS AND SOCIAL SCIENCES, UNIVERSITY OF ILORIN, ILORIN, KWARA STATE, NIGERIA

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

JUNE, 2010
CERTIFICATION
This is to certify that this work was carried out by NWAGBOLOGU ADAOBI, (06/66MC143), this research work has been read, approved and accepted as meeting the requirement for the award of Bachelor of Science in Business Administration, University of Ilorin, Ilorin, Kwara State. Nigeria.

…………………………………………………….. Dr. (MRS) S. L. ADEYEMIDate
Project Supervisor

…………………………………………………….. Dr. (MRS) S. L. ADEYEMIDate
Head of Department

…………………………………………………….. PROF. A. F. ADEDAYO Date
Dean of Faculty

…………………………………………………….. External Examiner Date

DEDICATION
I dedicate this project to my sovereign Lord Jehovah, The Beginning and the finale for His Grace and infinite mercy on me.

ACKNOWLEDGEMENTS
With much affection and a heartfelt gratitude, I return all praises and honour to Jehovah God, who saw me through all. He is the pillar that holds my life. My unreserved thanks and appreciation goes to my supervisor Dr. (MRS) S. L. Adeyemi for her attention and endless contribution towards the success of this project. My profound gratitude goes to my loving and caring parents Mr. and Mrs. Nwagbologu L. C, for giving me all the support (moral/financial). To my siblings Joy , Sandra and Valentine and my elder brother Lawrence Tochukwu, I love you all. I want to reserve this paragraph for my noble lecturers, Dr. Aremu, Dr. J. Adeoti, Dr. Bamiduro, Dr. Gbadeyan, Dr. Baba Ita, Mr. Kadri, Dr. Oladipo, Dr. Ilesanmi, Alhaja Adeyemi, Dr. Jackson, Late Dr. Badmus, Late Dr. Adeoti (may their soul rest in peace, amen) and others, may Almighty God guide you all, amen. I appreciate the unimaginable love of my available friends namely, Alao Sekinat Abiodun, Oyediran Celestina Damilola, Afolabi Abimbola Zainab, Imoekor Doris, Ewerenji Victoria, Olota Oluwayomi, Gbadamosi Kehinde, Michael Augustine, Onwali Uche Patrick, Sadiq Hafsat, you all have been a great friends. My gratitude would be meaningless if I fail to mention my better half, Christopher Agunmadu and my nutty cousin Amarachi Nnabufe for their caring support and advice through out the period. Furthermore, I appreciate oceanway girls, Bunmi, Loveth, Ghaniyat, Naomi, Adeola, Banke for their sound encouragement given unto me. Finally, I thank Agara Benedicta, Kawomise Fadekemi, Brown Natasha, Edogun Osato, Nancy, Hauwa, Haliru Aminat for all their efforts. Thanks to you all.

ABSTRACT
The dynamic complex nature of environment in which business organizations find themselves which lead to overwhelming competition level make the study to evaluate the significant of sales promotion as an effective promotional tool for influencing consumers purchasing decision in beverages industry, which focus on Cadbury Nigeria Plc, Agindigbi, Ikeja, Lagos. The study focus on the use of primary source of data to obtain data through interview of respondent and also giving out questionnaires to the organization employee. The method of analysis used under this study is the use of descriptive and statistical analysis. The statistical analysis focus on the use of chi-square to test the hypotheses formulated in order to evaluate if there is a significant impact of sales promotion in the purchasing decision of consumer of cadbury products. After the careful analysis, it was established that sales promotion is an effective tool to influence consumer purchasing decision in the beverage...
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