THE ROLE OF PROMOTION IN THE NIGERIAN BEER INDUSTRY

THE ROLE OF PROMOTION IN THE NIGERIAN BEER INDUSTRY

Abstract

Looking critically into the- manufacturing sector of the Nigerian economy, one will seen to conclude that it is mostly the beer industry that has ever since been engaging in one form of promotion or the other as a marketing strategy in the sale of its products. Therefore, some critics have often seen promotion as a useless exercise and, hence, increases in final prices of goods. At the same time, some have seen it as a means of cheapening of goods as a result of saving time and resources (and effort) that would have been involved in the search for these goods. It was in the light of these conflicting causal factors that the researcher sought to examine the role of promotion as an element of the marketing mix in the sale of beer. The research found out that current promotional practices of the breweries leave much to be desired, and that consumers are well aware of the promotional activities of these Breweries but would not easily accept the influence of promotion in their choice of brands of beer being consumed by them(consumers). Despite these, the manufacturers (Breweries) will not stop promoting their products as a result of competitive forces which make these “breweries to advertise to, at least, maintain their market share» The North Brewery Limited, Kano, favours sales promotion to any other promotool due to certain environmental constraints, particularly the law forbidding T.V; radio, and “bill board advertisement in Kano State. On the other hand, International Beer and Beverages Limited, Kaduna, as a matter of company policy, prefers Bill Board advertisement (and to a little extend sales promotions). In the final analysis, the researcher recommends the use of sales and other trade promotions for North Brewery Limited, Kano, and – urges IBBI, Kaduna to include other forms of promote, for example TV and Radio advertisement in addition to bill boards, since the environment is not against the use of such media for beer promotion..

 

TABLE OF CONTENT

Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi

CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10

CHAPTER TWO

LITERATURE REVIEW – – – – – – -11

CHAPTER THREE

Research methodology – – – – – – -39
Design of study – – – – – – – -40

CHAPTER FOUR

Presentation, analysis and interpretation of data – -48

CHAPTER FIVE

Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69

 

THE ROLE OF PROMOTION IN THE NIGERIAN BEER INDUSTRY

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