The impact of promotional activities on the purchase of a company’s product cannot be over emphasized, this has prompted the researcher to write on this topic with the aim of finding out various promotional activities that affect the purchase of Nigeria Bottling Company’s product and to discover if Nigeria Bottling Company has employed any form of promotion about which customer feels particularly strong.
The researcher’s interest in choosing this topic is to provide a better understanding on the impact of promotional activities on the purchase of a company’s product.
At the end of this work, the researcher will be more enlightened on the impact of promotional activities on the purchase of company’s product. The research will help more organization also to be enlightened on the impact of promotional activities.
This intensive research will highlight on promotional tools and techniques and also recommend on an ideal techniques to be employed by company. Hence the researched company can also use this research to know the merits and demerits of each promotional technique and unify these in order to achieve their goals.
1.1 Background to the Study
There has been extensive research on promotional activities over time. This mainly manifests itself in the importance of promotion in the up keep of many of the businesses around. Marketers use promotional activities as a major tool for communicating their intentions. A lot of literatures has been written in promotional activities by outstanding people like Kiley (2012). In order for promotional program to be effective, it should lead to an increase sales and survival of the business and change in consumer attitude towards the product.
In order to achieve this target, company like Nigeria Bottling Company employs promotional tools which include advertising, personal selling, sales promotion, publicity, public relations, direct marketing etc. But among them, advertising and sales promotion is the most effective and notable which is the focus of the research. According to America Marketing Association (AMA) 2010, promotion is any way a marketer communicates with the public and particularly the set target market. Marketing thrust has accepted the term promotional mix or promotional blames to classify the tool available to communicate with and persuade current and potential customer Belgah, (2008). A promotional mix would be consensus including personal selling, advertising, publicity or public relation and sales promotion.