ABSTRACT
This study examined those factors that influence brand preference among consumers in Enugu urban.
The coca-cola soft drinks that are available in retail outlets in Enugu urban, was used on this study.
Two sources of data were used in the study, they are primary and secondary data. Again questionnaires were used as research instruments to supplement the information got through other sources.
The hypothesis in this study were tested using chi-square (x2).
On the finings, it was observed that:
-Coca-coloa emerged as the leader among consumers in Enugu urban. Taste and flavour appeared to be a powerful determinant in consumers brand preference of soft drinks and its purchase in Enugu urban.
-It was also revealed that sales promotion is a very important factor that influences consumer’s purchase of coca-cola brand of soft drinks.
-It was found out that consumers level of income does not have an influence on their choice of a particular brand of soft drinks.
-It revealed that most soft drink consumers in the sample, were brand loyal.
-It also revealed that most of the soft drinks consumers in Enugu urban are mainly males and females.
Based on the findings, the following recommendations were made:
-Soft drinks manufacturers and marketers should give more attention to consumers point of view towards these brands and were closely confirmed to consumers taste and preference.
-Manufacturers should reduce the sugar content of soft drinks in such a way that it would not affect consumers health without attesting the stable flavour of soft drinks.
-They should as well avoid adulteration and production of sub-standard quality soft drinks and improve the cocks of their soft drinks. They should do more product research especially in the area of preference. The analysis of such research should be kept current in order to keep them abreast with consumers trends and desires.
-From the findings also, one can conclude that both manufacturers of soft drinks and its marketers can use sales promotion to enable the marketer know the most suitable groups of consumers to direct their brands so as to achieve maximum effectiveness.
-Finally, local manufacturers of soft drinks should purposely produce some of their products to enable them compete favourably with foreign competitors.
TABLE OF CONTENTS
Title page
Approval page
Dedication
Acknowledgement
Abstract
Table of contents
CHAPTER ONE
1.0INTRODUCTION
1.1Background of the Study
1.2Statement of the Problem
1.3Objective of the Study
1.4Research Hypotheses
1.5Significance of the Study
1.6Scope and Limitation of the Study
1.7Definition of Terms
CHAPTER TWO
2.0REVIEW OF RELATED LITERATURE
2.1Meaning of Marketing
2.2Meaning of Sales Promotion
2.3Brief History of NBC Profile
2.4The Distribution Policy
2.5The Pricing Policy
2.6The Product Policy
2.7The Promotional Policy
CHAPTER THREE
3.0RESEARCH METHODOLOGY
3.1Sources of Data
3.2Population of the Study
3.3Sample Size
3.4Sampling Technique
3.5Sample Size Determination
3.6Data Collection Instruments
3.7Allocation and Administration of Questionnaires
3.8Method of Data Treatment and Analysis.
CHAPTER FOUR
4.1Presentation and analysis of data
4.2Statistical test of hypothesis
CHAPTER FIVE
5.1SUMMARY OF FINDINGS
5.2Recommendation
5.3Conclusion
BIBLIOGRAPHY
APPENDIXES
QUESTIONNAIRES
Disclaimer: Note this academic material is intended as a guide for your academic research work. Do not copy word for word. Note: For Computer or Programming related works, some works might not contain source codes
CITE THIS WORK
(2012, 11). The Effect Of Sales Promotion On The Marketing Of Coca-cola Brand Of Soft Drinks In Enugu Urban.. ProjectStoc.com. Retrieved 11, 2012, from https://projectstoc.com/read/231/the-effect-of-sales-promotion-on-the-marketing-of-coca-cola-brand-of-soft-drinks-in-enugu-urban
"The Effect Of Sales Promotion On The Marketing Of Coca-cola Brand Of Soft Drinks In Enugu Urban." ProjectStoc.com. 11 2012. 2012. 11 2012 <https://projectstoc.com/read/231/the-effect-of-sales-promotion-on-the-marketing-of-coca-cola-brand-of-soft-drinks-in-enugu-urban>.
"The Effect Of Sales Promotion On The Marketing Of Coca-cola Brand Of Soft Drinks In Enugu Urban.." ProjectStoc.com. ProjectStoc.com, 11 2012. Web. 11 2012. <https://projectstoc.com/read/231/the-effect-of-sales-promotion-on-the-marketing-of-coca-cola-brand-of-soft-drinks-in-enugu-urban>.
"The Effect Of Sales Promotion On The Marketing Of Coca-cola Brand Of Soft Drinks In Enugu Urban.." ProjectStoc.com. 11, 2012. Accessed 11, 2012. https://projectstoc.com/read/231/the-effect-of-sales-promotion-on-the-marketing-of-coca-cola-brand-of-soft-drinks-in-enugu-urban.
- Related Works
- Impacts Of Motivation Factors On Sales Performance: (a Case Study Of Gemini Life Insurance Co. (glico)
- The Impact Promotion On The Marketing Of A New Services In Enugu Metropolis ( A Case Study Of Globa –com)
- The Role Of Nigeria Export Promotion Council (nepc) In Export Promotion In Nigeria (a Case Study Of Enugu Zonal Office)
- The Role Of Product Management In The Marketing Of Banking Service (a Case Study Of First Bank Aba Branch)
- The Influence Of Advertising On The Marketing Of Consumer Goods. (a Case Study Of Nestle Plc In Lagos Metropolis)
- The Attitude Of Nigerians Towards Made In Nigeria Products (a Case Study Of Curbery Shoes Ltd Onitsha Anambra State)
- The Effect Of Cost Control In Powering Industries (a Case Study Of Nigeria Breweries Plc. 9th Mile, Enugu Metropolis
- Effect Of Demographic Variables On The Purchase Of Fashion Related Products: A Study Of Students Of Abia State University, Uturu.
- The Effect Of Sales Promotion On The Marketing Of Consumer Goods (a Case Study Of Nigeria Bottling Compny Plc Enugu)
- Promotion As A Strategic Instrument In The Marketing Of Malt Drinks (a Study Of Guinness Nigeria Plc, Enugu Metropolis)