ABSTRACT

The study set out to explore the effect of promotional mix on marketing performance of manufacturing firms in Nigeria (a case of PZ Cussons Plc). The problem stems from the consistent inability to allocate enough resources to the sales force to carry out their duties effectively and efficiently, which over time results to poor sales volume and profit after tax. The major objective is to analyze the effect of promotional mix on the marketing performance of manufacturing firms in Nigeria. Specifically, the objectives were to determine the relationship that exists between the public relations and profitability of the PZ Cussons Plc, examine the effect of advertising on sales growth and to ascertain the effect of sales promotion on sales volume. Secondary data was used for the study which constituted annual reports of various issues and the data were simple regression and Pearson correlation statistical analysis. The result of the findings showed that on the relationship existing between public relations and sales volume, there is a very weak relationship between the two variables, advertising and sales growth were found to have significant relationship and It was ascertained that there is significant relationship between sales promotion and sales volume. From the correlation coefficient and R2 value of 0.536 indicated that 53.6 of the total variation in the dependent variable was accounted for by the independent variable (Sales Promotion). The study concludes that all round development of the industrial sector is possible with the integration of sound promotional strategies and exploitation of knowledgeable human resources and as well as adopting the right promo tools that suits the target market. The study recommends that sales growth is one of the key preconditions to survive in the market, thus firms should use educative and persuasive promotional strategies  that will always attract customer patronage, the company needs to have a sound knowledge of the target market as this will help them to know the promo mix to apply at any point in time in the cause of their operations, the promotional functions should be entrusted into the hands of experienced professionals and expects who can gainfully utilize the limited fund budgeted for promotions, etc. Suggestions of areas for further studies were given.

TABLE OF CONTENTS

Declaration - - - - - - - - - - i

Certification - - - - - - - - - - ii

Dedication - - - - - - - - - - iii

Acknowledgements - - - - - - - - iv

Table of contents - - - - - - - - - v

List of tables - - - - - - - - vii

Abstract - - - - - - - - - viii

CHAPTER 1

1.0 INTRODUCTION - - - - - 1

1.1 Background of the Study - - - - - 1

1.2 Statement of the Problem - - - - 4

1.3 Objectives of the Study - - - - 5

1.4 Research Questions - - - - - 5

1.5 Research Hypotheses - - - - - 6

1.6 Significance of the Study - - - - 6

1.7 Scope of the Study - - - - - 7

CHAPTER 2

2.0 REVIEW OF RELATED LITERATURE - - - - 8

2.1 Conceptual  Framework - - - - - - 8

2.1.1 Advertising - - - - - - 8

2.1.2 Sales Promotion - - - - - 12

2.1.3 Personal Selling - - - - - 17

2.1.4 Public Relations/Publicity - - - - - - 21

2.2 Overview of Profitability - - - - - 23

2.2.1 Sales Growth - - - - 24

2.2.2 Market Share - - - - - - 24

2.3 Theoritical Review - - - - 25

2.3.1 Theory of Public Relations - - - - - - 25

2.3.2 Theory of Marketing Communication - - - - - 27 

2.3.3 Theory of Sales Promotion - - - - 28

2.3.4 Theory of Advertising  - - - - - 30

2.3.5 Theory of Profit Maximization - - - - 31

2.4 Empirical Review - - - - - 32

2.5 Brief History of PZ Cussons Plc - - - 33

2.6 Summary of Literature Review - - - - 34

CHAPTER 3

3.0 RESEARCH METHODOLOGY - - - 35

3.1 Research Design - - - - - 35

3.2 Area of the Study - - - - - - 35

3.3 Sample Size Determination - - - - - 36

3.3 Source of Data - - - - - 36

3.4 Validity of the Research Instrument - - - - 36 

3.5 Model Specification - - - - - 37

3.6 Method of Data Analysis - - - - - 37

3.6.1 Decision Rule - - - - - 37

CHAPTER 4

4.0 RESULTS AND DISCUSSIONS - - - 38

4.1 Data Presentation and Analysis - - - 38

4.1.1 Test of Hypothesis one - - - - - 38

4.2 Test of Hypotheses - - - - - 40

4.2.1 Test of Hypothesis one - - - - - 40

4.3 The Relationship between Public Relations and sales volume  - 41

CHAPTER 5

5.0 SUMMARY, CONCLUSION AND RECOMMENDATIONS - 43

5.1 Summary of Findings - - - - 43

5.2 Conclusion - - - - - - 44

5.3 Recommendations - - - - - - 45

5.4 Suggested areas for Further Studies - - - - - 46

REFERENCES

APPENDIX 

TABLE OF CONTENTS

Table 4.1: Analysis of the effect of sales promotion on Sales volume 39

Table 4.2: Analysis of the effect of Advertising on Sales Growth 40

Table 4.3: Analysis on the nature of the relationship existing between Public Relations and sales volume of PZ Cussons.  - - 42