ABSTRACT

The research project deals with the business of investigating the effects of marketing communication mix on the sales volume in the Detergent industry, using PZ Nigeria plc, Aba as a case study. The objective of the research work among others were to know the role of marketing communication mix on the advertising media selection, sales promotion campaign influence the volume of the detergent product. The researcher was able to address some problems such as problems or constrains encounters during the course of carrying out marketing communication by the company under study. The research questions that were created influence, does marketing communication mix help in achievement of increase in sales volume of detergent, and does marketing communication mix contribute in increasing the potential customers and retaining the actual customers etc. the researcher used a population of 70 which comprised all the staff in the marketing department of PZ Nigeria PZ Aba with a sample size of 50 the methodology adopted was the use of primary and secondary data collection method. the researcher used percentage in analyzing the respondents profile and chi-square (x2) scientific method for testing of hypothesis finally the work came up with finding such as “there is a relationship between marketing communication mix and increase on the sales volume of the detergent product and recommendation were made and among the were that the works of the company should cultivate the habit of speaking good word of mouth (WOM) about the product of the company.

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