EFFECT OF ADVERTISING IN INCREASING THE SALES OF BEVERAGES IN ENUGU METROPOLIS: A STUDY OF NIGERIAN BOTTEING COMPANY PLC ENUGU

This research work investigated the Effect of Advertising in Increasing the Sales of Beverages n Enugu Metropolis. A Study of Nigerian Bottling Company Ple Enugu effect of advertising on consumer purchase of beverages in Enugu state with special attention on Nigerian botuling Company Plc Enugu. The objectives of the study include examining, whether the advertising strategies employed by Nigerian bottling Company Ple influence the consumer awareness about its Beverages, whether the advertising strategies employed by Nigerian bottling Company Ple influence consumer preference of its Beverages, whether the advertising strategies employed by Nigerian bottling Company Plc influence consumer purchase of its Beverages, and whether the advertising employed by Nigerian bottling Company Plc influence market share position and profitability of its Beverages. To achieve these research objectives, research questions, and hypotheses were raised and a descriptive survey research was conducted. Primary data were collected using questionnaire, oral interview, and personal observation while secondary data were collected from already existing materials such as magazines, newspapers, and journals. The Simple random sampling was used to select a sample size from the population of marketing staff and customers of Nigerian bottling Company Ple Enugu. The hypotheses formulated were tested using the chi-square(x²) statistical tool. After the test of hypotheses it was observed; that the advertising strategies employed by Nigerian bottling Company Plc influence customer awareness about its Beverages, customer preferences and purchase of its Beverages as well as market share position and profitability of its Beverages.. Therefore, the researcher concluded that it is quite important to ensure that a sound and cordial relationship exists between an organization and its target market especially through effective advertising strategies 6 designed to effectively promote the company's products and ensure the survival of the organization especially in the midst of stiff competition in the business environment in the country. Based on these findings the researcher recommended that Nigerian bottling Company Pic should consolidate on its advertising strategies for improved awareness about its Beverages, to ensure that it maintains and exceeds the level of its customer patronage, satisfy its customers properly to be able to enjoy their loyalty, improved market share, and profitability.