EFFECTS OF SALES PROMOTION CAMPAIGNS ON AN ORGANISATION’S SALES PERFORMANCE (A STUDY OF NIGERIAN BOTTLING COMPANY, NBC, LAGOS)

Abstract

The study was to assess the effects of sales promotion campaigns on sales performance in NIGERIAN BOTTLING COMPANY, NBC, Lagos. The objectives of the study was to examine the effects of NBC sales promotion campaigns on its sales performance, to determine the influence of NBC sales promotion campaigns on consumer’s patronage of its products and to establish the relationship between various sales promotion campaigns and sales volume in NBC. It used questionnaires and open-ended interviews guide in support of the primary data. Both quantitative and qualitative research method were used and descriptive research design was employed as a sample size of 100 consumers of NBC products and the sales and marketing personnel of NBC was used. The sample size selected for the study was 100 consumers of NBC products, sales and marketing personnel of NIGERIAN BOTTLING COMPANY. The findings revealed that multiple NBC products are consumed by the respondents and most consume it on a daily and weekly basis. It also revealed that NBC has been regular enough with sales promotion campaigns. It also revealed that NBC makes use of strong sales promotion campaigns (discounts) to improve sales performance. The study recommends that Nigerian bottling company should make use of various communication channels in order to make consumers aware of the sales promotion campaigns that will be deployed.