IMPACT OF SALES PROMOTION ON THE MARKETING OF CONSUMER GOODS (A CASE STUDY OF NIGERIAN BREWERIES LIMITED
IMPACT OF SALES PROMOTION ON THE MARKETING OF CONSUMER GOODS (A CASE STUDY OF NIGERIAN BREWERIES LIMITED
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Date
1999
Authors
DIKE, VICTORIA NKECHI
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Abstract
ABSTRACT
This work is an attempt to appreciate the effect of Sales Promotion
on the Marketing of Consumer Goods.
The unique characteristics of sales promotion and its tools are
highlighted, so also are the problems, associated with the promotional
programme.
From the analysis, it was discovered that, sales promotion influence
consumers buying decisions positively, results in brand loyalty which are
in conformity with the views of famous author's on the subject.
To further boost the effectiveness of sales promotion, the following
are some of the recommendations of the researcher.
To make sales promotion click, adequate advertisement must be
earned out to-educate the consumers about the sales promotion
procedures, benefits and timing.
Before using sales promotion, the company should study the market
trend, competitive environment and match them with the company's
resources.
Sales promotion can only be used, only where other promotional
tools are found ineffective.
Description
INSTITUTE OF ADMINISTRATION
DEPARTMENT OF BUSINESS ADMINISTRATION
AHMADU BELLO UNIVERSITY
ZARIA.
Keywords
IMPACTS,, SALES,, PROMOTION,, MARKETING,, CONSUMER,, GOODS,, CASE,, STUDY,, NIGERIAN,, BREWERIES,, LIMITED.