CONSEQUENTIAL EFFECTS OF ENVIRONMENTAL FACTORS ON SMALL AND MEDIUM SCALE BUSINESS PERFORMANCE (A STUDY OF SURULERE LOCAL GOVERNMENT AREA)


  • Department: Business Administration and Management
  • Project ID: BAM2089
  • Access Fee: ₦5,000
  • Pages: 62 Pages
  • Reference: YES
  • Format: Microsoft Word
  • Views: 1,239
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This research work examined role of sales promotion on organization profitability (A study of Nigeria Breweries). Both primary and secondary sources of data were utilized. Questionnaire was mainly used as the research instrument for collecting primary data. Relevant questionnaires were administered to the selected sample size of two hundred and one hundred and ninety six was returned.  Responses were presented in tabular form using simple percentage method.  Simple regression analysis and Pearson Product Moment Correlation Coefficient were used as the statistical tool for testing the postulated hypotheses with the aid of Statistical Package for Social Science (SPSS).  The result of the findings showed that that there is correlation between the financing sales promotion and sales revenue at r =0.793). Also, the result revealed that there is significant impact of financing sales promotion on the profitability. The results further revealed that the short term incentives offered by Nigeria Brewery stimulate consumers to purchase the company brands for the first time. The findings also revealed that offering short term incentives to consumers and middlemen has more positive impact of retaining existing customers and sales outlets. It was therefore recommended that there is need to adopt consumer and trade sales promotion activities that will not only induce the final consumers to purchase the firm’s brand but also motivate the middlemen to sell the firm’s brand aggressively. Also, the organization need to keep abreast with the competitors promotional programmes in order to creates sales promotion programmes that will outwit the competitors. There is need to pursue strong business relationships with its distributors to ensure that the company does not lose their distributors who have strong links with the retailers to any inducements by the competitors.

TABLE OF CONTENTS
Pages
Title Page i
Certification ii
Dedication iii
Acknowledgments iv
Abstract v
Table of Contents vi
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study 1
1.2 Statement of the Problem 3
1.3 Aim and Objectives of the Study 4
1.4 Relevant Research Questions 4
1.5 Relevant Research Hypotheses 4
1.6 Scope of the Study 5
1.7 Significance of the Study 5
1.8 Definition of Terms 6
References 7
CHAPTER TWO: LITERATURE REVIEW
2.1 Preamble 8
2.2 Theoretical Framework 8
2.2.1 Conceptual Review 12
2.3 Empirical review of previous work in the areas of studies 30
2.4 Summary of the Chapter 36
References 37
2
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Preamble 41
3.2 Research Design 41
3.3 Population of Study 41
3.4 Sampling Procedure and Sample size 41
3.6 Data Collection Instrument and Validation 42
3.7 Method of Data Analysis 42
3.8 Limitation of Methodology 42
References 43
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Preamble 44
4.2 Presentation and Analysis of Data 46
4.3 Test of Hypotheses 51
4.4 Discussion of Findings 53
References 57
CHAPTER FIVE: SUMMARY CONCLUSION AND RECOMMENDATIONS
5.1 Summary 59
5.2 Conclusion 60
5.3 Recommendations 60
Bibliography 63
Appendix 70
  • Department: Business Administration and Management
  • Project ID: BAM2089
  • Access Fee: ₦5,000
  • Pages: 62 Pages
  • Reference: YES
  • Format: Microsoft Word
  • Views: 1,239
Get this Project Materials
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