Effect Of Sales Promotion On The Consumption Of Soft Drink In Umuahia: A Study Of 7up Bottling Company Plc, Aba, Abia State, Nigeria.

ABSTRACT

This study is on effect of sales promotion on the consumption of soft drinks in Umuahia. A study of 7up bottling company Plc Umuahia Depot. One of the problems addressed in this study was due to iow amount of money invested by the company on sales promotion activities result to low sales turnover. The total population used is one hundred (100) which is made up of sales managers, marketing development officers sales supervisors, senior and junior staff and sample of 60 employees was randomly drawn from 7up Bathing company Plc Unuahia depot. The personal interviews and questionnaire are as well analyzed accordingly. The researcher used chi-square (X2) statistics for testing hypothesis formulated. Findings shown an indication that the company management may face consequences in the area of low increase sales of 7Up product should they not recognized the position of proper research to influence the consumer buying behaviour. The researcher recommended that the marketing manager of 7Up Bottling Company Plc, Umuahia depot should know that the use of sales promotions activities is the only way to ensure consumer. Patronage and as such they should maintain its products quality and price.