ABSTRACT

 This study examines sales promotion and its roles on consumer patronage. The study focuses on how sales promotion is used to generate higher sales, increased profitability and greater market share. The study focused on sales promotional tools and how Coca Cola Nigeria Plc has adopted sales promotion to generate its effectiveness. Sales promotion is an important component of any organization's overall marketing strategies alongside advertising, public relations, and personal selling. The study is significant because, it contributes to new knowledge by filling and reducing the gap that exist in the understanding of sales promotion by management and other stakeholders Coca Cola Nigeria Pie. It also serves as source of references to other researchers in this field. A descriptive survey research design was applied to describe sale promotion activities of the organization. The sample size employed was 50 respondents from Coca Cola Nigeria Plc. Questionnaires were administered to the sampled respondents to collect primary data used for this study. However, the study made use of survey design and purposive sampling technique in selecting the respondents comprising management and staff of Coca Cola Nigeria Pie. The result of the study indicated that the beverage drink companies increasingly make use of sales promotions. Simple linear regression model was used to test the hypotheses stated. The results show that adoption of sales promotion strategies significantly influence consumer patronage of beverage drink industry. It was concluded that management may engage regularly in more promotional mix strategies, and also tend to be creative to consumers; this in turn would enhance and boost their sales revenue.