EFFECT OF ADVERTISING ON THE SALES REVENUE AND PROFITABILITY OF SELECTED FOOD AND BEVERAGES FIRMS IN NIGERIA

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dc.contributor.authorABDULLAHI, Dauda
dc.date.accessioned2015-10-26T09:01:41Z
dc.date.available2015-10-26T09:01:41Z
dc.date.issued2015-02
dc.descriptionBEING A RESEARCH THESIS PRESENTED TO THE SCHOOL OF POST GRADUATE STUDIES, AHMADU BELLO UNIVERSITY, ZARIA, IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF MASTER OF SCIENCE (M.Sc) IN BUSINESS ADMINISTRATIONen_US
dc.description.abstractAdvertising is a prominent feature of modern business operations. One could encounter advertising messages, while watching TV, reading magazines, listening to the radio, surfing the internet or even simply working down the street, as advertising has a stimulating influence on purchasing behavior of the consumers. Empirical evidence has proven that advertising increases sales revenue of firms. Advertising provides a platform for firms to create awareness about their products or services and how consumers could make the best out of such products. This study evaluated the effectiveness of advertising expenses on the sales revenue and profitability of selected food and beverages firms in Nigeria. This study was based on secondary data collected for advertising expenditures, sales revenue and profit of food and beverages companies listed in the Nigerian Stock Exchange over the period of 2000 to 2012 from the annual report and accounts of the firms under study. Among the objectives of the study is to determine the extent to which advertising costs impact on the sales revenue and profitability of the selected food and beverages companies in Nigeria. Correlational and Ordinary Least Square regression analysis study designs were adopted for the study. The first hypothesis test showed that advertising expenses has no positive significant relationship with the sales revenue of the companies. Further, the second hypothesis test showed a positive significant relationship between advertising and the profitability of the firms. This study concluded that advertising is one of the most important medium of communication influencing the companies‟ performance in more than one ways. But its influential strategic importance could be suppressed by other factors which also try to receive equal attention at time of deciding any sales and profitability strategy. It is therefore recommended that not only advertising should be given adequate attention while formulating strategies relating to sales revenue and profitability promotion policy. Other factors which are important to increasing sales revenue and profitability such as sales promotion, personal selling, publicity etc which are crucial should be considered.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/7047
dc.language.isoenen_US
dc.subjectEFFECTen_US
dc.subjectADVERTISINGen_US
dc.subjectSALES REVENUEen_US
dc.subjectPROFITABILITYen_US
dc.subjectSELECTED FOODen_US
dc.subjectBEVERAGES FIRMSen_US
dc.subjectIN NIGERIAen_US
dc.titleEFFECT OF ADVERTISING ON THE SALES REVENUE AND PROFITABILITY OF SELECTED FOOD AND BEVERAGES FIRMS IN NIGERIAen_US
dc.typeThesisen_US
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