IMPACT OF MARKETING COMMUNICATION MIX ON THE PROFIT OF FAST FOOD INDUSTRY (A CASE STUDY OF CHICKEN REPUBLIC FAST FOOD INDUSTRY, ABA)

The research work concentrated on “Impact of Marketing Communication Mix on the Profit of Chicken Republic Fast Food Industry” Aba as a case study. The problem that led to the study was possibility of determining the best marketing communication mix that could generate profit for the industry. The objective of the study saddled on determining the effect of variables, advertising, personal selling sales promotion, publicity, and public relation on the profit of fast food industry. The researcher used a population of 140 staff in various department of the industry, whereas a sample size of 104 staff was genuinely determined for the study using Taro Yamane statistical method. Postal questionnaire, personal and telephone interview were the major sources of primary data used to undergo the study. The researcher used percentage to analyze the respondents profile and chi-square (X2) statistical method was adopted to test the hypotheses. Finally, the researchers came up with the finding that the tested variables, viz advertising, personal selling and sales promotion have significant effect on the profit of fast food industry. One of the paramount recommendations was that the company should conduct marketing research as a continuous exercise to find out trends in buyers behavior and direct promotional appeals toward shaping such situation.