Impact of Sales Promotion on Revenue Generation of Nigeria Bottling Company, Ilorin Plant
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Date
2015
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Faculty of Management Sciences, Fountain University, Osogbo, Nigeria.
Abstract
The continued rising competition in the fast-moving consumer market (FMCG) of Nigeria is taking its toll on the performance of manufacturing firms in the soft drinking sector. Manufacturing firms in this sector that are desirous of performance are now using sales promotion as a strategy for boosting sales performance. The paper purposefully examines the impact of sales promotion on revenue generation of manufacturing firms using Nigeria Nigerian Bottling Company, Ilorin as a case. The study collected ten years of sales promotion campaign expenditures and sales revenue generation data of the firm under investigation (i.e. from years 2004 to 2013). It is also explores existing relevant literature on sales promotion to provide the necessary conceptual and theoretical background for the subject matter. Ordinary Least Square (OLS) regression analysis was employed as the analytical technique. The finding of the study revealed that sales promotion campaign expenditure had a significant impact on the sales revenue generation of the Nigerian Bottling Company Ilorin Plant. It was recommended that the management of the firm should explore sales promotion campaigns as means of stimulating consumer purchases for the purpose of increasing the firm's sales revenue generation.
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4. Mustapha, Y.I., Bello, K.A. &Ahmed A.G. (2015). Impact of Sales Promotion on Revenue Generation of Nigeria Bottling Company, Ilorin Plant.Fountain Journal of Management and Social Sciences (FUJMAS), 4 (1): 17-29. A Publication of Faculty of Management Sciences, Fountain University, Osogbo, Nigeria.