CHAPTER ONEINTRODUCTIONBACKGROUND OF THE STUDYSales promotion became an essential motivating factor in the area of marketing in any organization whether in the brewery industry or any other company.The American Marketing Association (AMA) defines sales promotion as “media and non-media marketing pressures applied for a pre-determined, limited period of time in order to stimulate trial, increase consumer demand or improve product quality.Business target sales promotion at three different audiences: consumer, resellers and the companies own sales force. Sales promotion acts as a competitive weapon by providing extra incentives for the target audience to purchase or support one brand (Champion Brewery PLC.) over another.Most marketers believe that a given product or service has an established perceived price or value, and they use sales promotion to change this price-value relationship by increasing the value and/or lowering the price.Finally, sales promotion tends to work best when it is applied to impulse items whose feature can be complex and expensive items that might require hand on demonstration.HISTORY OF CHAMPION BREWERY PLCChampion Brewery PLC Uyo, Akwa Ibom State are the producers of Champion Lager Beer and Champ Malta. Champion lager beer is an inviting sun-rip golden beverage with an exciting aroma for the action oriented man launched into the Nigerian market on the 11th of December, 1976, champion lager beer has since undergone several launches that have continued to make it the preferred beer in Cross River, Akwa Ibom and neighboring state along with pleasant tasting champ company’s non-alcoholic and deeply satisfying malt drink.Champion Breweries PLC was incorporated as a private limited liability company in Cross River in the year 1974 with the name South East Breweries Limited. This was changed to Cross River Breweries limited and thereafter to Champion Breweries Limited. The company became a public limited liability company and was known as Champion Breweries PLC on the 1st of September 1992 and was listed on the Nigerian stock exchange on September 1, 1993.History of Champion Breweries PLC while ownership structure change over the years, champion Breweries plc is today under the technical supervision of its controlling share holders a global beverage giant Heineken Nv. And this has put the company in a stead to even surpass every previous achievement on sales, consumer satisfaction and community engagement.STATEMENT OF THE PROBLEMIt is true that consumers of both industrial and finished goods exhibit various attitudes toward the products and services offered and rendered to them. This is basically because presently consumers’ income is very low due to the economic predicament coupled with other environmental factor that influences their buying habit hence:Manufactures are faced with the problem of stiff competitionProblem of low sales and low demand have prompted producers to use sales promotion to compliment the use of other promotional mixes like advertising.However it has been observed over the years that some producers do not employ the use of appropriate sales promotion strategies and methods to enhance the achievement of stated goals and have neglected the importance of marketing concepts.OBJECTIVE OF THE STUDYThe main objective of this study is to highlight the prospects and importance of sales promotion in Champion Breweries PLC.Uyo, Akwa Ibom State.The specific objectives of the study are:To find out if there is a relationship between sales promotion and sales volume in Champion Breweries PLC. Uyo Akwa Ibom State.To find out if there is a relationship between sales promotion and customers brand loyalty in Champion Breweries PLC. Uyo Akwa Ibom State.

RESEARCH QUESTIONSThe under listed questions are used to find out the importance of sale promotion in an organization.Is there any relationship between sales promotion and the company sales volume?Is there any relationship between sales promotion and customers brand loyalty?

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