SALES PROMOTION AND ITS IMPACT ON THE VOLUME OF SALES IN NIGERIAN BOTTLING COMPANY (NBC) PLC

No company or organization can survive in terms of making profit by producing goods and services alone without consumers being stimulated about the existence of the goods and services. The volume of good being produced have to be promoted, distributed and sold in order for the company to continue to produce. In fact, it is no longer sufficient to make or produce good products and price them attractively, the products have to be made known to customers and they have to be informed and influenced about existence and benefits of the products and where to obtain them. This is only possible through
promotion in general and sales promotion in particular. Thus, sales promotion is a short – term promotional activity that is intended to stimulate customer’s demand and improve the marketing performance of sellers. This work thus examines some major sales promotional activities and their effects on the profitability and general performance of the organization. The research work made use of secondary data which was obtained from the company’s sales report. Student ‘T’ Distribution and Analysis of Variance were used to test for the hypothesis that sales promotion does not have any significant effect on company’s sales volume and that sales promotion does not influence sales of company’s brand of product. Findings affirmed that sales promotion has significant effect on company’s sales volume and also influence company’s brand of product. It was recommended that company must be ready to invest on sales promotion and get involved in aggressive sales promotion in view of the stiff competition in the society.