TO GET THE COMPLETE JOURNAL/THESIS FOR TOPIC BELOW,
CALL: 08168759420, 08068231953
WHATSAPP: 08137701720
THE EFFECT OF SALES PROMOTION ON MARKETING OF COCACOLA DRINKS IN ANAMBRA STATE
ABSTRACT
This study examined the effect of sales promotion on the marketing of Cocacola drinks in Anambra State. The major aim of the study is to ascertain the effect of Personal selling, Rebates trade and discounts on the marketing of Cocacola drink in Anambra State. This study adopted a descriptive survey design. This study is carried out in Onitsha Anambra State. The researcher made use of primary sources. The population of the study comprises all the customers in Onitsha. The population is unknown (infinite). The sample size is 368 obtain by using Topman‟s non-parametric sample size determination formula. The study used test-retest and Cronbach Alpha method in order to affirm the reliability of the research instruments. The data for this study were collected by means of questionnaire and persona; interview. Frequency tables and percentage analysis were used to present quantitative data in form of tables. The study also employed Multiple Regression Analysis. The results show that personal selling has significant effect on marketing of Cocacola drink in Anambra State. Rebates have significant effect on marketing of Cocacola drink in Anambra State. Trade discounts have significant effect on marketing of Cocacola drink in Anambra State. The study concludes that sales promotion has significant positive effect on the marketing of Cocacola drink in Anambra State. The study therefore recommends that the company should consider integration of rebates strategies such as public visibility and public attention seeking since these strategies influence the level of sales performance. Cocacola drink companies continue investing in trade discounts activities that help the customer to remain faithful to the company and soft drink companies to formulate strategies and make decisions that will enable them in gifting promo in other to able to survive in the changing business environments.
Keywords: Personal Selling, Rebates. Trade Discounts and Marketing of Cocacola Drink