THE ROLE OF EFFECTIVE SALES PROMOTION
OF CONSUMER PRODUCTS
IN A COMPETITIVE ECONOMY IN NIGERIA:
A Case Study of Cadbury Nigeria, Plc, Kaduna.
BY
FANIRAN, SAMUEL OLATUNDE
MBA/ADMIN/00717/93-94
BEING A PROJECT SUBMITTED TO THE POST
GRADUATE SCHOOL, AHMADU BELLO
UNIVERSITY, ZARIA, IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS
FOR
THE AWARD OF THE DEGREE OF MASTER OF
BUSINESS
ADMINISTRATION
(M.B.A)
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION
AHMADU BELLO UNIVERSITY
ZARIA - NIGERIA.
OCTOBER, 1998
ABSTRACT
The study is designed to find out the role of effective sales promotion of consumer
products in a competitive economy in Nigeria. The study attempts to find out the
effectiveness of sales promotion activities on sales volume and the consumer buying
behaviour. The study also dwells on opportunities and limitations of sales promotion
activities in Nigeria and its implication for marketing and broad economic policies,
using Cadbury Nigeria, Plc, Kaduna as a case study. The researcher employed both
primary and secondary sources of data collection.
The main instrument of data
collection was a consumer opinion survey questionnaire and personnel interview with
the company sales and marketing personnel. A total of 200 hundred questionnaires
were administered and the researcher used Kaduna State selecting the major towns to
represent much broader areas.
.After the statistical tests, the first hypothesis was
accepted based on the observed significant correlation of sales promotion activities
with the sales per unit of volume. This implies to some extent that the two variables
are dependent. The study was concluded with some recommendations.
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