Advertising and Promotion and Its Impact on the Increase in Sales of Private Companies (A Field Study in the Amazon Company)

Abstract

A lot of beverages manufacturing companies are suffering from the piling up of unsold stocks. In recent years, witnessed sales promotions by most beverage industries such as Nigeria Bottling Company Plc, 7up Bottling Company, Breweries and Guinness Nigeria Plc., etc. Beverage industry such as NBC Plc. uses sales promotion for several reasons: to generate quick sales bursts, to build long-term awareness and maintain steady market shares, to gain increase in shelf space and better in-store display, etc. Does the success of sales promotional programme really justify the promoter's efforts in terms of time, cost and benefits? The objective of this study is to examine the effect of sales promotion on the sales volume of the beverage industry and suggest ways sales promotional tools and techniques could enhance sales volume. The data for this study was collected from both primary and secondary sources. Questionnaire administration was the major instrument for primary data collection. Data was collected from wholesales and retail distributors of the product and the ultimate consumers. The data was analyzed using frequency and chi-square statistical method to test the hypotheses raised for this study. The study revealed that effective implementation of sales promotion among other promotional techniques increases the consumption rate of soft drink products as well as the sales volume of the beverage industry.