A lot of beverages manufacturing companies in Nigeria are
suffering from the piling up of unsold stocks. In recent years, Nigeria
witnessed sales promotions by most beverage industries such as Nigeria Bottling
Company Plc, 7up Bottling Company, Nigerian 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.
