This research study which attempt to find out the impact of sales promotion on sales volume of NBC has been painstakingly and systematically undertaken and analyzed by the researcher.

The main objectives of the study was to look into the importance and relevance of sales promotion to sales volume of the organization, to know the effectiveness of sales promotion in relation with creation of customers awareness, to study the performance of coca cola sales promotion activities and how these affect the company’s profit.

Related literature were reviewed and primary and secondary data from text books, journals, newspapers were used.

The researcher used customers and relevant staff for the population, since the population is not known the researcher calculated the sample size by applying “pilot survey” to determine customers sample size and distributors were used on a judgmental bases.

The researcher also made use of three sets of questionnaire, one was distributed to the management and relevant staff, one for the customer while the other to the distributors. These questionnaires were duly filled and most of them were returned. Data of questionnaire returned were analyzed using table, the hypothesis were tested using chi square test statistics.

The researcher made the following findings amongst others:

That effective sales promotion adopted by the company leads to repeat purchase of coca cola the researcher discovered that the planning and execution of sales promotion by NBC Plc with regard to coca cola is not effective relative to other promotools.

The researcher equally observed that effective promotional activities is enough to encourage the customers to buy from team.

Based on the above findings, the researcher made these recommendations.

That coca cola company should give out cash reward to the customers since customers prefer it to other sales promotion incentives.

That services of good marketers with sound knowledge on planning & execution of sales promotion should always be consulted so as to formulate a sales promotional package that will not only to effective but less costly.

That coca cola management should employ sales, promotional incentives that are redeemable.

Therefore, the researcher concluded that if the company should also support their sales promotional programmes with other promotional mixes so as to make them more effective as to lead to repeat purchase and greater profit to the company.

TABLE OF CONTENTS

Title page

Approval page

Dedication

Acknowledgement

Table of content

Abstract

CHAPTER ONE

INTRODUCTION

1.1 Background of the study

1.2 Statement of the problem

1.3 Objectives of the study

1.4 Test of hypothesis

1.5 Scope of the study

1.6 Significant of the study

1.7 Definition of term

CHAPTER TWO

2.0 Literature review

2.1 overview of promotion

2.2 The promotional mix/promotools

2.3 Concept of sales promotion

2.4 Objectives of sales promotion

2.5 Sales promotion tools

2.6 Developing sales promotion programme

2.7 Advantages and disadvantages of sales promotion

2.8 Reasons for undertaking sales promotion efforts

2.9 The impact of sales promotion on sales

2.10 The impact of sales promotion on sales of coca cola bottled by the 9^th mile plant

CHAPTER THREE

3.0 Research methodology

3.1 research design

3.2 area of the study

3.3 Population for the study

3.4 Sample size and determination of sample

3.5 Instrument for data collection

3.6 Sources of data collection

3.7 Method of data collection

3.8 Method of data analysis

CHAPTER FOUR

4.0 Data presentation, analysis and interpretation

4.1 data presentation and analysis

4.2 Test of hypotheses

CHAPTER FIVE

5.0 Summary of finding, recommendation and conclusion

5.1 summary of findings

5.2 Recommendation

5.3 Conclusion

5.4 Limitation of the study

References

Appendix

CHAPTER ONE

1.1 BACKGROUND TO THE STUDY

Sales promotion in the early days was referred to as merchandising. In those days, merchants used many strategies to win customers and make new ones. It is only in recent times that efforts are being made to improve on the subject of sales promotion and it has become part and parcel of business organizations for survival and growth.

Adirika, Ebue and Nnolim (1996) dealt extensively on this subject, they defined sales promotion as something extra that can arouse interest, create a buying desire, spark on immediate reaction from customers middlemen or company’s sales force. It is considered as a special selling effort it consists of short-term incentive designed to stimulate buying action. Sales promotional activities are directed to consumers, middlemen or the firms own sales force.

Sales promotional incentives are usually of short-term operation and the aim is to move sales of a particular product or brand above the existing level. Sales would increase if more customers are attracted to the shop, if non brand