SALES PROMOTION STRATEGIES AND MARKETING PERFORMANCE OF CHAMPION BREWERIES PLC UYO AKWA IBOM STATE
Abstract
The sales promotion strategies and marketing performance of champion
breweries ple uyo, was investigated the dependent variable used in these
studied is marketing performance and the independent variable used is
sales promotion strategies which measured in term of free samples,
coupons and premium offer, the population was 318 and the sample size
was 177 and only 91 respondents return the questionnaire survey
research design was adopted for the study simple Random sampling
technique was used to select the sample size of the study, while data for
the study were obtained through primary and secondary source chisquare statistics was used to test the stated hypothesis. The finding of
the study reveals that Sales Promotion impact marketing performance of
Champion Breweries PLC Uyo and also shows that marketing research
has a positive impact on targeting the right customer of their product,
and based on the findings it therefore concluded that sale promotion has
a direct link with Marketing performance, since it plays a vital role in
targeting the right customer and return on investment. It was therefore
recommended that sales promotion strategies should be adhered in the
champion breweries because sales promotion help in achieving multiple
outcomes.
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