ABSTRACT

This research work is set out to analyze the promotional mix on the profitability growth of breweries in Nigeria Guinness breweries Plc. Aba. The specific objectives of this study is to conduct and analyze the influence of promotional mix strategies on the profitability growth of breweries, to determine the influence of advertising on the profitability growth of breweries in Nigeria, determine the influence of sales promotion, public relations, personal selling and direct marketing on the profitability growth of breweries in Nigeria. The data were generated by individual interview using well structured questionnaire. This was supplemented by secondary data collected from different published and unpublished sources. The researcher adopted tables and percentages in presentation and analysis of data. Again the stated objectives were analyzed using simple regression and the SPSS version 20 and the hypothesis were tested at 0.05 level of significance. The result obtained from this analysis indicates that there is a great influence of advert using on the profitability growth of breweries in Nigeria as can be seen from the response of the respondents. The SPSS output indicates that there is a relationship between the influence of advertising and profitability growth of breweries in Nigeria. All the results obtained from the analysis indicates a close relationship among the variables. The result findings indicates that public relations as a promotional mix element contributes immensely to the profitability growth of breweries in Nigeria. 

TABLE OF CONTENT

Title page i

Declaration ii

Dedication iii

Acknowledgment iv

Table of content v

List of tables vi

Abstract ix

CHAPTER ONE: 1

INTRODUCTION 1

1.1 Background to the Study 1

1.2 Research Problem 1

1.3 Research Objectives 2

1.4 Research Question 3

1.5 Research Hypotheses 4

1.6 Significance of the study 4

1.7 Scope/Limitation Of The study 5

1.8 Assumption of the study 6

1.9 Operational Definition 6

CHAPTER TWO 8

LITERATURE REVIEW 8

2.1 Introduction 8

2.2 Concept of promotion mix strategies 8

2.2.1 Advertising 8

2.2.2 Sales Promotion 10

2.2.3 Public Relation 11

2.2.4 Personal selling 11

2.2.5 Direct Marketing 13

2.3 Concept of Promotional mix strategy 13

2.4 Marketing Communication Foundation/Theory 14

2.4.1 Aid a theory 14

2.4.2 Hierarchy of Effects of Theory 16

2.5 Empirical study 17

CHAPTER THREE 19

RESEARCH METHODOLOGY 19

3.0 introduction 19

3.1 Research Design 19

3.2 Population 20

3.3 Sample Size 20

3.4 Sampling Technique 20

3.5 Research Instrument 21

3.6 Psychometric Properties of the Research Instrument 21

3.6.1 Validity of the Research Instruments 21

3.6.2 Reliability of Research Instruments 21

3.7 Administration of Instrument 22

3.8 Measurement of variables 22

3.9 Sources of Data Collection 22

3.10 Method of Data Analysis 23

CHAPTER FOUR 25

DATA PRESENTATION AND ANALYSIS 25

4.1 Analysis of general demographics of respondents 25

4.2 Analysis of research questions 25

4.2.1 Research question two 26

4.3. Research question three: 27

4.4 Research question four 28

4.5 Research question five 29

4.6 Test of the stated research hypothesis 29

4.7 Research hypothesis two 30

4.8 Research hypothesis three 31

4.9 Research hypothesis four 32

4.10 Discussion of major findings 33

CHAPTER FIVE 34

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION. 34

5.1 Summary of findings 34

5.2 Conclusion 34

5.3 Recommendations 35

5.5 Suggestion for further studies 36

References