EVALUATION OF CONSUMER BEHAVIOUR TO SALES PROMOTION ACTIVITIES OF FIRMS (A STUDY OF NIGERIA BOTTLING COMPANY OWERRI, IMO STATE)

EVALUATION OF CONSUMER BEHAVIOUR TO SALES PROMOTION ACTIVITIES OF FIRMS (A STUDY OF NIGERIA BOTTLING COMPANY OWERRI, IMO STATE) A RESEARCH PROJECT (VTE 491) PRESENTED TO THE DEPARTMENT OF EDUCATION ECONOMICA, ALVAN IKOKU FEDERAL COLLEGE OF EDUCATION OWERRI IN AFFILIATION WITH THE UNIVERSITY OF NIGERIA NSUKKA (UNN) IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF BACHELOR OF SCIENCE (B.Sc) DEGREE IN BUSINESS EDUCATION GIFT ADAUWAMA ENYINNA BD/20/19/92266 NOVEMBER, 2021. APPROVAL This research project has been approve an meeting the requirement of the department of business education, AlvanIkoku Federal College of Education Owerri, Imo State in affiliation with the University of Nigeria Nsukka (UNN) for the award of Bachelor of Science (B.sc) in Business Education. ……………. .. …………. Dr. Samuel A.Efughi Signature Date (Supervisor) ………………. ……….. Dr. Samuel A. Efughi Signature Date (HOD Bus. Education) ……………. ………… Dr. NgeneEze Signature Date (Dean, SVTE) ……………. …………. External Examiner Signature Date CERTIFICATION This is to certify that I,Afonne Courage Fechi,with registration number (BD/16/03/78167) has satisfactorily carried out this study and the work embodied in this project except where duly acknowledged is original and has not been previously published in part or full for any other degree of this or any other college/University. ………………. ……….. Afonne Courage Fechi. Signature Date (Reg No: BD/16/03/80449) DEDICATION I dedicate this research work to my parents Mr. and MrsAfonneBasil N. for their prayers and advice throughout my years of study. ACKNOWLEDGEMENTS The researcher wishes to extend her indebt gratitude to all those who contributed towards the success of this work. Firstly, her gratitude goes to God Almighty for His grace upon. He gratitude also goes to the researcher the supervisor, Mr. Samuel Efughifor alertly reading through this work with fatherly love and concern in spite of his tight schedule, his encouragement, acute suggestions and kind dispositions which prompt me to complete this work. The researcher is grateful to all Academic Staff in the Department of Business Education whose piece of advice and worthwhile criticisms enriched this work and made its completion possible. The researcher wishes to express special thanks to Mr. and Mrs. Afonne Basil, for their love and support, and to miss AfonneChioma for her financial support to this work. Her sincere gratitude goes to her friends and well wishers for their encouragement and support all through this period of her quest for further studies. She is indebted to her coursemates for their continuous love, understanding and all round support in the course of this program, she prays that the good Lord will bless and reward all of them. TABLE OF CONTENT Title Page i Approval Page ii Certification iii Dedication iv Acknowledgement v Table of Content vi Abstract viii CHAPTER ONE: INTRODUCTION Background to the Study 1 Statement of the Problem 4 Purpose of Study 5 Research Question 6 Significance of the Study 6 Scope of Study 8 CHAPTER TWO: REVIEW OF RELATED LITERATURE Conceptual Framework 9 Theoretical Framework 21 Empirical Studies 23 Summary of Literature Review 25 CHAPTER THREE: METHODOLOGY Design of the Study 27 Area of the Study 28 Population of the Study 28 Sample and Sampling Techniques 29 Instrument of Data Collection 30 Administration of the Instrument 31 Method of Data Analysis 31 CHAPTER FOUR: Data Presentation and Analysis 32 CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION Re-statement of Problem 43 Summary of Procedure Used 44 Major Findings/Discussion of Findings 45 Educational Implication of the Study 47Conclusion 47 Recommendation s 48 Limitation of the Study 49 Suggestion for Further Research 51 References 52 Appendix 53 Questionnaire 54 ABSTRACT This research work is on evaluation of consumersbehaviour to sales promotion activities (a study of Nigeria Bottling Company Owerri, Imo State). To direct the study, three (3) research objectives with corresponding research questions were formulated. Appropriate literature were reviewed under four (4) headings; conceptual, theoretical, empirical and summary of literature. A descriptive survey design was employed for the study. The population of the study comprised 322 workers of the thirteen units and the departments of the company (Nigeria Bottling Company Coca Cola). The sample for the study was made up of 177 workers out of the total population of 332 workers, simple random sample techniques was used to select the 177 workers. Questionnaire was the instrument used for data collection, data generated was analyzed using weighted mean statistics. The study revealed that the positive contribution of sales promotional activities is that they engender benefits to the fundamental values so as to achieve sales objectives in analysis of data, the research findings indicated that consumers, dealers reacted positively to sales promotional activities. Based on the findings, the following recommendations were made. It was therefore recommended among others that there should be sales promotion activities in companies to determine the extent to which it help in going new customers and rewarding existing once and companies should have a team to determine how effective sales promotion activities are towards the profit maximization of the company. CHAPTER ONE INTRODUCTION Background to the Study Consumers’behavior is the study of individuals, groups or organization and all the activities associated with the behavioral purchase, use and disposal of goods and services, including the consumer’s emotional and mental response that precede these activities. It is also the process by which a consumer chooses to consume and dispose any given product and services. Sales promotion activities are assumed to be, the only progressive means of stimulating quick sales responses from customers and several factors accounted for the emergence of sales promotion as an important tool of marketing in recent years. The Nigerian public has been besieged in recent times with the flood of sales promotion activities, for a variety of goods and services ranging from cosmetics, soft drinks, laundry services, beverages, alcoholic drinks to electronics. Consumers are subtly encourage to buy plenty of these items to enhance their chances of winning these products, either by price-off, merchandise allowance, and sales coupons, these attractive prices are offered either in cash or kind to potential winners.These strategies emerged as an important part in marketing strategies. These messages and strategies are used on the radio, television and newspapers on regular bases.Hardly in a day, will someone open dealers without finding one advertisement or the other, including the internet (social media). Kotler (2007) sensed the inherent danger in the promotion cluster, when he said “a time will come when consumers will start turning out, and developing a change of attitude towards sales promotion activities”. This means that, consumer attitude towards promotional activities will be,to a greater extent, of unfavourable action or behavior towards any promotion leading to unfavourableactions which inturn will inhibit sales. Nigeria companies especially those in soft drinks industry like Nigerian bottling company with product ranging from coca cola, sprite, fantaetc and 7up bottling company with product ranges of pepsi, cola, mirinda orange, teem etc rely heavily on sales promotion activities to draw and win their consumers’ attention to their products in these recent years, which is not the same in the past few years when we had few soft drinks firms or companies. The implication of this clusters in sales promotion activities is because each firm tries to embark on some forms of modification and innovation in their marketing mix elements, notable products, price, promotion and distribution, in order to effectively survey and improveon their market shares. Attitudes significantly influence peoples’ perceptions and belief by selectively screening out any stimuli that conflict with those promotion activities. Thus, the management of Nigerian bottling company and Seven-up Company and other bottling firms need an analysis of consumer’s reaction to their sales promotion activities. Statement of the Problem Sales promotion activities is being used to encourage consumers to purchase some of these products being offered.Consumers themselves are having certain views and beliefs about sales promotion activities.These beliefs, value judgmentand feelings are either positive or negative. In Nigeria, manufacturers and producers of certain brands of product, engage in sales promotion activities or encouragement in order to attract, retain, maintain consumers to patronize their products. Sales promotion activities are therefore aimed at stimulating consumers’ purchase and creation of awareness, thereby attracting higher sales volume.Despite its emergences sales promotion is an important tactical device poses issues that are yet to be resolved as far as product promotion is concerned. These sales promotion activities of firms are designed to stimulate positive response from the consumers, in terms of marketing them, participating in the sales promotion activities, are directed to identify the beliefs and attitudes in the process of forming and developing some factors which influence consumers. It is pertinent to discover their factors and other general problems which have sharpened the researcher’s interest to undertake the study. Purpose of the Study This study aims at evaluating the consumers behavior to sales promotion activities of Nigerian Bottling Company in Owerri. Specifically the study was sought to: 1. Determine the extent to which sales promotional activities help in gaining new customers and rewarding existing ones? 2. Examine the attitude of consumers to sales promotion activities of the company (Nigerian Bottling Company). 3. Investigate the extent to which the sales promotion activities affect the sales volume of the company. Research Questions This research work sought to answer questions relating to the problems that have been stated earlier on in this chapter. The questions are as follows: 1. To what extent do sales promotion activities help in gaining new customers and rewarding existing ones? 4. What is the attitude of consumers to sales promotion activities of the company (Nigerian Bottling company)? 5. How has sales promotional activities affect the sales volume of the company? Significance of the Study The findings of this study or work will be of beneficiary to so many people after the completion. The findings of this work will be of immense benefits to the following; media organization,business organization, future researcher and marketing students and lecturers in tertiary institution. Media organization: it would be of immense benefit to them as it will help them to gain knowledge on how to be innovative in their various approaches to promotional activities. Marketing students and lecturers in tertiary institutions:this findings would help them to have a broader understanding of how sales promotional activities influence the sale of goods Business organization: this study will make a useful improvement in the performance of business and how their level of sales and profitability can be improved. Future researchers: it will be of immense value to those who intend to carry out research on this particular topic,it will help them to highlight how individual may set up their own business in the future. The study expects to yield a number of desirable benefits, the most essential of which is the contribution of existing knowledge. The research work is a great significance to the manufacturing sector or firms in order to realize the importance of promotion in the present complex and dynamic business world. Scope of the Study This research project is mainly concerned with the study of the evaluation of consumers behavior to sales promotion activities of firms and organization, with Nigerian Bottling Company as the study. The study covered the sales promotional tools used by the company on one of its products – coca cola. Questionnaires shall be distributed to the staff of the company in their various department and top personnel. The scope was delimited to the Nigeria Bottling Company Plc, Owerri.   CHAPTER TWO REVIEW OF RELATED LITERATURE The chapter is reviewed under the followingsub-headings: - Conceptual Framework - Theoretical Framework - Empirical Framework - Summary of Literature Review Conceptual Framework Definition of Sales Promotion Sales promotion has been defined by the American Marketing Association as an encompassing of those marketing activities, other personal selling, advertising and publicity which stimulates consumer dealer effectiveness. Philip Kotler (2012) defined sales promotion as those marketing activities other than personal selling, advertising and publicity, that stimulate consumer purchasing and dealer effectiveness, such as: display, shows, demonstrations, expositions and various other non-current selling efforts, not in an ordinary routine. Kelly (2011) defined sales promotion as an encompassing of those specialized activities other than personal selling, more effective transfer of ownership and moving expeditiously from the manufacturer to the consumer. He further stated that sales promotion is a helping function, designed to make all other marketing activities more effective and efficiency. Sales promotion is a communication process with a short term incentive nature that moves products towards the buyers and keep dealers and sales people enthusiastic about special promotion. Sales promotion includes; sample, coupons, cash refund offers, price off, premium prices and demonstration, while sales force promotion include sales retailers and contest. The literacy definition of sales promotion by many authorities may continue, for convince sake assumed, these few definition will be enough for the working of this project exercise. Sales Promotion Objectives of Firms A marketer utilizes sales promotion for a variety of reason, single sales promotion activity may be employed to achieve several objectives, several sales promotion actions maybe required to accomplish a set of goals such objectives include: 1. To introduce new product 2. To speed up sales of slow moving products 3. To keep consumers satisfied 4. To attract new customers 5. To strengthen competitive position Stanley (2005) stated that marketers draw sales promotion activities and materials to achieve these objectives. 1. To educate customers regarding product improvement 2. To increase the total number of users for an establish brand. 3. To encourage greater usage among current customers 4. To identify and attract new customers. Some of these objectives are designed specifically to stimulate resellers demand and effectiveness according to there increase in consumer demand. Sales Promotion and Marketing Mix Marketing mix is a combination of factors that can be controlled by a company to influence consumers to purchase its products. It is also referred to a set of actions, tactics that a company uses to promote its brand or product in the market. Stantion (2010) described marketing mixes as the combination of four inputs that constitute the core of a company’s marketing system, which consists of products, price, place and promotion.Sales promotion is a subset of marketing mix which areuse to inform and persuade the customers, regarding a company product such as: advertising, personal selling, public relations and publicity of the company product. Promotion Model of Bottling Company As shown in the diagram, it could be seen that in any bottling company there is a need to apply sales promotion strategy package such as insert sample, trade fair, exhibition and price discount etc. The element of promotional mix include; public relation/publicity and personal selling, for the organization to influence some group of attitude and opinion to the organization, sales promotion assumes the role of going short-term incentives to encourage purchase and sale of products and services. Promotional campaign is projected to consumers, sellers, stockholders employees and government. The Role of Sales Promotion to a Bottling Company The role of sales promotion can be derive from broader promotion objectives which are derived from basic marketing objectives developed for the product. It was noted in the hand book of consumer sales promotion (2005), that the role of sales promotion is to encourage the purchase, by temporarilyimproving the value of a brand. It was stated in the book, that the purchase of advertising, is to prove attitude towards a brand, while the objectives of sales promotion is to translate favourable attitude into actual purchase. Nevertheless the aim/role of sales promotion to a bottling company are: 1. To encourage purchase of large size units 2. To build brand loyalty of retailers and gaining new entry into new retail outlets. 3. Build trial among non-users. Measuring of Sales Promotion Effectiveness Weber (2012), argued that the role of sales promotion mix cannot be measured quantitatively because, there are too many unknown in marketing, that affect sales of a firm product, such as price, place, product etc. According to him, the economic condition that affects consumer responses to sales promotion are unknown, immeasurable and unpredictable, including the local market conditions, competitive reaction and intra company factors. Taylor (2009), in his own contributions said that, the failure of most experiments on promotion effectiveness to produce meaningful results from insufficient preparation of two areas; understanding the purchase process of the product and appropriate use of experimental design. The first step in the effectiveness of sales promotion, is to acquire and understand why, how and what lead to customers purchase of a product (purchase process) and adequate field research application techniques. In my own view sales promotion effectiveness can be measured through different objectives set for each type of product and criteria. Sales promotion Methods Sales promotion methods can be grouped into two main categories: - Consumer sales promotion - Trade sales promotion 1. Consumer Sales Promotion: are those techniques use to draw people’s attention into a particular retail stores, and introduction of new product to promote established products. 2. Trade Sales Promotion: are techniques use to encourage retailers and wholesalers to stock and actively promote a manufacturer’s product. Sales Promotion Method Use by a Retailer The various sales promotion methods use by a retailer falls into four categories, retailer coupons, demonstration trading, stamp and purchase displays. Retailer-coupons usually take the form of “cent off”, which are distributed through advertisement, handout which are redeemable from a specific store. There are specifically useful, when price is a primary motivation of consumers purchase behavior. Demonstrations are excellent attention gathered, which are often used by manufactures on a temporary basics to encourage trait use of purchase of actual product on a show work. Premium is the offer of some kind of merchandise service, either free or at a bargain price to induce purchase of another product. Consumer’s Behaviour and Sales Promotion London and Bitta (2010) defined behavior as a positive or negative, favourable and unfavourable feelings a person has towards an object. They viewed behavior as a feeling and evaluate reaction to an object or stimuli. Keith (2010) observed that behavior has two basic components, beliefs and values, which is expressed in a form of a relationship as; Behaviour = Belief x values Nature and Characteristics of Behaviour Behavior can be related to people or an object that forms part of the individual’s environment, this object can be an abstract concept or tangible item, which can either be specific or collective item like promotional activities. The nature and characteristic of behavior can be direction, degree and intensity. 1. Direction: it is a person favourable or unfavourable attitude towards an object. 2. Degree: it is the amount of likes or dislike a person have towards to the object 3. Intensity: it is the level of confidence, and expression of a person towards the object, it is also a strong feelings a person have towards an objects. Direction, degree and intensity of person’s attitude towards a product provide marketers with an estimate of his/her readiness of his/her promotional activities. Functions of Behaviour Daniel (2009) identified four major functions that behavior serves to an individual namely: 1. The adjustment function 2. The ego-defense function 3. The Value expressive function 4. The knowledge function These functions are discuss below: 1. The adjustment functions: it helps to direct people towards a rewarding objects and chase them away from undesirable ones. 2. The ego defense functions it helps people to protect themselves from acknowledging theirdeficiencies. 3. The value expressive function: it enables people to achieve self-expression in terms of held value. 4. The knowledge function: it is the cognitive components of behavior which gives coherence and direction of experience. Theoretical Framework This research will be rooted on behavioural theoretical as propounded by some psychologist, these theories include balance theory, congruity theory and cognitive dissonance. Balance Theory This theory was proposed by FritizHeider (2007), the main role of this theory is that consumers are motivated to maintain perceived consistency relations found in the principle states of human beings beliefs, attitudes, values and motive. And attitude change, motive urge to maintain one’s values and beliefs over time to a positive result. Balance theory examines how celebrity endorsement affects consumer attitudes towards a product, due to the endorsement of a celebrity to a product,a person who dislikes a product tends to like the product, because he likes the celebrity who endorse the product, in order to achieve psychological balance. It also shows how people develop their relationships with other people and things in their environment. Congruity Theory It is a model of attitude of change that describes some patterns of the relationship between two or more dimensions. The main contribution of congruity theory is because it consists of a formula that allows one to calculate the amount and direction of attitude changes. This theory was propounded by Osgood and Tannenbaum (2008), it helps to predict how much the attitudes of the audience, vary with respect to source and concept (if an audience considers a source reliable, intensity and attractive). Cognitive Dissonance This theory was proposed by Leon Festinge (1957), he states that human beings strive for functional psychological consistency to function mentally in the real world. He further stated that a person who experiences internal inconsistency tends to become psychological uncomfortable and motivated to reduce the cognitive dissonance. It also occurs when a person holds contradictory beliefs, ideas and values. As the researcher I will be anchoring on the theory of balance theory because it helps consumer to maintain a consistence motive, to attitude, beliefs and values, over time to a positive results. It also helps to examine and explain how celerity endorsement affect consumer attitudes towards that particular brand or product. Empirical Studies Similar studies related to the present study previously carried out by other research will be review in the section of impact of sales promotion on organizational effectiveness in some Nigeria Manufacturing industry, using the study of Oyedapo and Babatunde (2013). The study was focused on sales promotional tools and how Nestle Nigeria PLC adopted sales promotion to generate its effectiveness, a descriptive survey design research was applied to describe sales promotion activities of the organization. The sample size employed was 205 respondents from Nestle Food Nigeria Plc, questionnaires were administered to the sample respondents to collect primary data used for this study, the researcher also made use of purpose sampling technique in selecting the respondents comprising of the management and staff of Nestle Nigeria Plc. In another study by Ochieny (2014), the influence of sales promotion strategies on consumer behavior in the Alcoholic spirits Industry in Kenya, it was conducted through a descriptive research design, it was considered appropriate as it enables the description of the characteristics of certain groups, and estimation of the proportion of people who have certain characters and in making prediction. The study collected quantitative data in form of primary data from the managers of bars, wines and spirit outlets in Nairobi’s CBD with a semi structured questionnaire. The study also found out that various players in the Alcoholic spirits industry in Kenya adopted various sales promotional strategies, such as: vouchers, premium products, gifts, extra products and reduced prices, with the view of positively influencing the behavior of their customers towards purchasing their products. In the process of carrying out the study the following findings were made, sales promotional strategies practiced in the alcoholic spirits industry has a significant positive influence on the consumer behaviour. It also indicated that the beverage drink companies increasingly make use of sales promotion strategies to significantly influence the effectiveness of beverage drink industry. Summary of Literature Review The study x-rayed the evaluation of consumer behaviour to sales promotion activities of Nigeria Bottling Company Owerri, the literature reviewed various concept from various researchers under the following sub-headings: conceptual Framework, Theoretical Framework and empirical studies, under the conceptual framework, the study examined the definition of sales promotion, sales promotion objectives of firms and the role of sales promotion to a bottling company. Under the theoretical framework, the study was guided on the theories of behaviours, which seek to explain how various behaviours are related and how they operate to form the basis of an individual behaviour, these theories include: balance theory which is concerned with the consumer attitudes, values and motive. Congruity theory, concerned with the consumers amount of direction of attitude and interest on a reliable source, cognitive dissonance deals with the individual consistency to function mentally in the real world. Finally efforts were made to review some previous studies (empirical studies) of past researchers; attention was paid on the topics of the studies, area and findings from the studies. It was done to improve the quality of the present study.   CHAPTER THREE METHODOLGY This chapter aims at describing the method and procedure/process that was used in the study, it is going to be disclosed under the following sub-headings: Design of the study, area of the study, population of the study Sample and sampling technique, instrument for data collection Administration of the instrument and method of data analysis Design of the Study The researcher utilized a descriptive survey design, in carrying out the study. Descriptive survey design is a research design which was used to systematically investigate and describe existing conditions of the object of the study; survey design is the process of creating surveys with the goal of receiving maximum insights from survey research. Area of the Study The study was carried out in Nigeria bottling company plcOwerri, Imo State is located along Owerri Onitsha road, Owerri West local government area. It has common boundaries with owerri north in Imo State. Owerri West is situated in the west by umugam and Irete north by Amakohia, orji and ugwuaorji East by Nekede, Iheiagwa and Naze on the south by Egbu. Senior officers of the above organization were studied in order to determine the different methods of segmentation in use in organization. Population of the Study The population of the study comprises of the total member of the thirteen units and the departments of the company (Nigeria Bottling Company Coca Cola). There are about three hundred thirty two workers (332). The table below shows the population distribution. S/N Names of the Department Population Number 1. Administration 2 2. Manufacturer 30 3. Production 60 4. Distribution 30 5. Quality Assurance 25 6. Commercial 30 7. Flit 2 8. Logistics 15 9. Transportation 50 10. Utility 20 11. Engineering 25 12. Security 52 13. Cleaner 22 Total 332 Sources: the Nigeria Bottling Company. Sample and Sampling Techniques The researcher made use of random sampling techniques to select the sample size. The sample size of this study comprises of one hundred and seventy seven workers drawn from the study area. The researcher selected six departments randomly out of the thirteen departments. S/N Name of Department Sample Number 1. Administration 2 2. Manufacturer 30 3. Production 60 4. Distribution 30 5. Quality Assurance 25 6. Commercial 30 177 Instrument for Data Collection The instrument for data collection is questionnaire modified on a four point linker scale of measurement of strongly agreed, agreed, disagree and strongly disagree. The questionnaire was divided into two sections. A and B, section A was helpful to collect bio-data of the respondents while the section B contained thirteen Questionnaire items of data collection from respective respondent. Administration of Instrument The researcher administered the question to the respondents, it was a face to face method of administration, some of the respondents filled their own on the spot while some returned their own two days later. Method of Data Analysis The researcher went to the company and distributes copies of questionnaire herself only daily completed and retrieved copies would be used for the analysis. Data collected from the respondents was tabulated and scores will be recorded. Responses received was analyzes using the normative mean tabulated valve above 2.5 will be regarded as accepted, while responses receiving scores less than 2.5 was rejected. What X = mean ∑ = summative sign F = score X = score N = total normative mea = 4+3+2+1 = 10 = 2.5 4 4 CHAPTER FOUR DATA PRESENTATION AND ANALYSIS This Chapter dealt with the presentation of data analysis and result of the data collected for this study. Mean statistics analysis is used for analyzing the data collected with regards to the research questions. Research Question One: To what extent do sales production activities help in gaining new customers and rewarding existing ones? TABLE 1 S/N QUESTIONNAIRE ITEMS VHE HE ME LE TOTAL x DECISION 1. Sales promotion activities creates awareness for new products 70 40 30 37 177 2.8 Accepted 280 120 60 37 497 2. Sales promotion activities help in gaining new customers. 67 47 37 26 177 2.8 Accepted 268 141 74 26 509 3. Sales promotion activities help in gaining new customers. 69 57 26 25 177 2.9 Accepted 276 171 152 25 524 4. Existing customers are always encouraged by sales promotions. 70 50 34 23 177 2.9 Accepted 280 150 68 23 521 5. Sales promotion activities help in creating awareness about an existing product 69 50 30 28 177 2.5 Accepted 276 150 60 28 460 6. Sales promotions increase the rate of sales volume by existing and new customers. 50 49 40 30 177 2.7 Accepted 232 147 80 30 489 7. New customers are always encouraged by new sales promotion activities 65 50 32 30 177 2.8 Accepted 260 150 64 30 504 Total 468 343 229 199 19.4 Average mean 66.8 49 32.7 28.4 2.7 Table 1 above presents the opinions of the workers to, to what extent do sales promotion activities help in giving new customers and rewarding existing ones. Item 1 indicates that 70 respondents strongly agreed, 40 respondents agreed, 30 respondents strongly disagreed and 37. Based on this mean score, the decision is accepted. Item 2 i9ndicates that 67 respondents strongly agreed, 47 agreed, 37 respondents strongly disagreed and 26 respondents disagreed that sales promotion activities help in gaining new customers. Based on the mean point 2.8 the decision is accepted. Item 3: indicates that 69 respondents strongly agreed, 57 respondents agreed, 26 respondents strongly disagreed and 25 respondents disagreed that sales promotion activities help in retaining old customers. Based on the mean point 2.9 the decision is accepted. Item 4: 70 respondents strongly disagreed, 50 respondents agreed, 34 respondents strongly disagreed and 23 respondents disagreed that existing customers are always encouraged by sales promotions. Based on the mean points 2.9 the decision is accepted. Item 5: indicates that 69 respondents strongly agreed, 50 respondents agreed, 30 respondents strongly disagreed and 28 respondents disagreed that sales promotions activities helps in creating awareness of existing products. Based on the mean point 2.5 the decision is accepted. Items 6: indicates that 58 respondents strongly agreed, 4 Based on the mean point 2.5 the decision is accepted. Items 6: indicates that 58 respondents strongly agreed, 49 respondents agreed, 40 respondents strongly disagreed and 30 respondents disagreed that sales promotions increase the rate of sales volume by existing and new customers. Based on the mean point 2.7 the decision is accepted. Item 7: indicates 65 respondents strongly agreed, 50 respondents agreed, 32 respondents strongly disagreed and 30 respondents disagreed that new customers are always encouraged by new sales promotions structures. Based on the mean point 2.8 the decision is accepted. Therefore the average mean 2.l7 reveals that sales promotions activities help in getting new customers and rewardi8ng existing ones (customers) in Nigeria Bottling Company.   Research Question Two: What are the attitudes of consumers to sales promotion activities of the company (Nigeria Bottling Company)? TABLE 2: S/N QUESTIONNAIRE ITEMS SA A AD D TOTAL x DECISION 8. Consumers see themselves as benefitting from company promotional activities. 68 48 33 28 177 2.8 Accepted 272 144 66 28 510 9. Consumers are educated through sales promotion activities. 59 49 40 29 177 2.7 Accepted 236 147 80 29 492 10. Consumers always look forward to company promotion activities. 60 59 48 10 177 2.9 Accepted 240 177 96 10 523 11. Consumers are indifferent to company promotion activities. 64 58 32 23 177 2.9 Accepted 256 174 64 23 517 12. Use of celebrities boosts company promotional activities. 59 46 42 30 177 2.7 Accepted 236 138 54 30 488 13. Celebrity endorsement stamps the use of the product to customers. 72 50 23 32 177 2.9 Accepted 288 150 46 32 516 14. Consumer’s purchase of company products is enhanced by sales promotion. 65 55 34 23 177 2.9 Accepted 260 165 68 23 516 Total 477 365 252 175 19.8 Average mean 63.8 52.1 36 25 2.8 Table 2 above presents the opinion of the workers on the attitude of consumers to sales promotion activities of the company (Nigeria Bottling Company). Item 1 which bothers on how consumers see themselves as benefitting from the company promotional activities involves 177 respondents, thus out of 177 respondents, 68 strongly agreed, 48 respondents agreed, 33 respondents strongly disagreed, 28 respondents disagreed. Based on the mean point 2.8 the decision is accepted. Item 2 which bothers on consumers being educated on through sales promotions activities. Out of 177 respondents, 59 respondents strongly agreed, 49 respondents strongly disagreed and 29 respondents disagreed. Based on the mean point 2.7 the decision is accepted. Item 3 states that consumers always look forward to company’s promotional activities. Out of 177 respondents, 60 respondents strongly agreed, 59 respondents agreed, 45 respondents strongly disagreed and 10 respondents disagreed. Based on the mean point 2.9 the decision is accepted. Item 4 explains that consumers are indifferent to company promotional activities. Out of 177 respondents, 64 respondents strongly agreed, 58 respondents agreed, 32 respondents strongly disagreed and 23 respondents disagreed. Based on the mean point 2.9 the decision is accepted. Item 5 states that the use of celebrities boosts company promotional activities. Out of 177 respondents, 59 respondents strongly agreed, 46 agreed, 42 respondents strongly disagreed and 32 respondents disagreed. Based on the mean 2.7 the decision is accepted. Item 6 states that celebrity endorsement stamps the use of the products to consumers. Out of 177 respondents, 72 strongly agreed, 50 agreed, 23 strongly disagreed and 32 respondents disagreed. Based on the mean 2.9 the decision is accepted. Item 7 explains that consumers’ purchase of the company products is enhanced by promotion. Out of 177 respondents, 65 respondents strongly agreed, 55 respondents agreed, 34 strongly disagreed and 23 disagreed. Based on the mean 2.9 the decision is accepted. Therefore an average mean 2.8 reveals that the attitudes of consumers to sales promotion activities of the company (Nigeria Bottling Company). Research Questions Three: How have sales promotional activities affected the sales volume of the company. TABLE 3 S/N QUESTIONNAIRE ITEMS SA A AD D TOTAL x DECISION 15. Sales volume increases as a result of sales promotional activities. 67 47 33 30 177 2.8 Accepted 268 141 16 30 505 16. Sales promotional activities have a negative impact on sales volume. 45 36 51 45 177 2.4 Accepted 180 108 102 45 435 17. Sales volume of a company decrease as a result of sales promotional activities. 39 38 60 40 177 2.4 Accepted 156 114 120 40 450 18. Sales volume of the company is determined by sales promotional activities of company. 58 48 41 30 177 2.7 Accepted 232 144 82 30 488 19. Poor experience of company on sales promotion leads to further sales promotion. 59 49 39 30 177 2.7 Accepted 236 147 78 30 491 20. Sales volume determines the success of promotional activities. 71 54 30 22 177 2.9 Accepted 284 162 60 22 528 21. Decline in sales lead companies into sales promotional activities. 54 49 44 30 177 2.7 Accepted 216 147 88 30 481 Total 393 276 298 227 16.2 Average mean 36.1 39.4 42.5 32.4 2.3 Table 3 represents the opinion of the workers on how sales promotional activities affected the sales volume of the company. Item 1 states that sales volume increase as a result of sales promotional activities. Thus out of 177 respondents, 67 strongly agreed, 47 agreed, 33 strongly disagreed and 30 respondents disagreed. Based on the mean 2.8 the decision is accepted. Item 2 which states that sales promotional activities have a negative impact on sales volume. Thus out of 177 respondents, 45 respondents strongly agreed, 36 respondents agreed, 51 respondents strongly disagreed and 45 respondents disagreed. Based on the mean 2.4 the decision is rejected. Item 3 states that sales volume of a company decreases as a result of sales promotional activities. Thus out of 177 respondents, 39 strongly agree, 38 agreed, 60 strongly disagreed and 40 disagreed. Based on the mean 2.4 decision is rejected. Item 4 states that sales volume of the company is determined by sales promotional activities of a company. Out of 177 respondents, 58 strongly agreed, 48 respondents agreed, 41 strongly disagreed and 30 disagreed. Based on the mean 2.7 decision is accepted. Item 5 bothers on poor experience of company on sales promotion leads to further sales promotion. Out of 177 respondents, 59 strongly agreed, 4 bothers on poor experience of company on sales promotion leads to further sales promotion. Out of 177 respondents, 59 strongly agreed, 49 respondents agreed, 39 strongly disagreed and 30 disagreed. Based on the mean 2.7 the decision is accepted. Item 6 states that sales volume determines the success of promotional activities. Out of 177 respondents, 71 strongly agreed, 54 respondents agreed, 30 respondents strongly disagreed and 22 respondents. Based on the mean 2.9 decision is accepted. Item 7 bothers on the decline in sales leads company into sales promotional activities. Out of 177 respondents, 54 strongly agreed, 49 agreed, 44 strongly disagreed and 30 respondents disagreed. Based on the mean 2.7 decision is accepted. Therefore an average mean 2.3 reveals that sales promotional activities affect the sales volume of the company.   CHAPTER FIVE DISCUSSION OF FINDINGS, CONCLUSION, RECOMMENDATIONS, IMPLICATION OF FINDINGS, SUGGESTION FOR FURTHER STUDIES, LIMITATIONS AND SUMMARY This chapter presents the summary of statement of problems, procedure adopted in conducting the study, and major findings of the study. Also presented in the chapter are the conclusion, recommendations based on the findings of the study, implications of the findings and suggestions for further research. Re – Statement of the Problem: In Nigeria today manufacturers and producers of certain brands of some products are engaged in sales promotion activities as a result of two low sales or because the sales achievement are not that encouraging for the products, the sales promotion activities are function aimed at stimulating consumers purchase or creating awareness, thereby generating higher sales volume despite the emerge of sales promotion as in important tactical device, money of the sales promotion activities of firms are designed to stimulate positive response from consumers in terms of making them participate in the sales promotion activities. Also sales promotion activities are used to encourage consumers to buy or purchase some of the products or items being offered to them, consumers themselves also have certain views and belief of these sales promotion activities. This belief and values judgment are either positive or negative. Therefore, there is need to study these beliefs and attitude in the process of forming or developing on attitude, the are some factors where influence consumes to discover their factors. These and other general problems have sharpened the researcher’s interest to undertake the study. Summary of Procedure Used The topic of study is evaluation of consumer behavior to sales promotion activities of firms. The researchers work is divided into five chapters, chapter one provides a general background to the entire study, issues highlighted in this chapter include an outline of the statement of the problem, purpose of the study, significant of the study and the research question. Chapter two study is the review of related literature and research studies, chapter three of the study covered areas of the study, design of the study, population of the study and method of data analysis. Chapter four comprises of data analysis obtained via questionnaires using simple means. The chapter five contains the discussion of findings, summary, conclusion, recommendation and suggestion for further study. Major Findings/Discussion Findings This study examined evaluation of consumers behavior to sales promotion activities of firms. In the chapter four of this study a total number of 177 respondents provided the responses to research questions upon which data analysis was depended. Based on the result of the findings from each of the research questions earlier possessed in chapter one. Question I indicates that a greater number of respondents strongly agreed that promotion activities help in gaining new customers and rewarding ones, though the creation of awareness of new products and rewarding the old customers with gift and encouraging new customers to patronize the products. Question II Based on the analysis of the table 2 above, the results indicates that, there is a degree of effectiveness and efficiency on consumers attitude towards company sales promotion activities through the use of celebrity endorsement stamps, by making seeing themselves as benefiting from the sales activities while some see themselves as indifferent to company promotion activities. Question III Investigated on how sales promotion activities affects the sales volume of the company. Based on decision findings sales volume increase as a result of sales promotion activities, most times it also decreases the sales volume of the company, while some companies with poor experience on sales promotion activities further more on sales promotion activities without any success. Educational Implication of Findings The results of this study have some implication based on the process of backing on some form of modification or innovation on marketing mix, price, promotion and distribution in other to effect survival, this result suggest that sales promotion activities should be used to encourage consumers to buy a product. Another result of the study is that the management of Nigerian bottling company and other bottling firms needs an analysis of consumers reaction to their sales promotion activities. This will go a long way to enhance the acceptability of the consumers. Conclusion The purpose of this research is to determine the extent to which sales promotion activities have helped established brands in gaining new uses and rewarding existing users of their products. Investigate the extent to which sales promotion activities application reflect on the sales volume of Nigerian bottling company, Imo state. Determine consumers reaction towards sales promotional activities. The attitude of consumers to sales promotion activities of the company and know if consumers behavior towards company promotion activities influence their past experience. Based on this topic the evaluation of consumer behavior to sales promotion activities of firms. It is observed that there is need for inclusion of sales promotion activities in the company as it helps to boost the volume of production and the company at Large. This research also show that consumers are encourage by sales promotion activities at is peak. Finally it was observed that consumers attitude towards sales promotion activities is influence by their past experience. Recommendations At the end of the research on evaluation of consumer behavior to sales promotion and activities of firms, the researcher came up with the following recommendation. 1 There should be sales promotion activities in the company to determine the extent to which it help in going new customers and rewarding existing once. 2 The company should have a team to determine how effective sales promotion activities are towards the profit maximization of the company. 3 They should also monitor the reaction of the consumers towards sales promotion activities, if there is no good reaction they should try another techniques. 4 The company should consolidate or improve on the behavior of the consumers towards sales promotion activities since their behavior towards sales promotion activities since their behavior is based on their past experience Limitation of the Study Limitation is anything that could act as a barrier to the successful completion of any project work like the one the researcher is currently undertaking. To this end the following problems were met in the course of the study. Time Constraint: The time given/allocated for the approval of the topic, fieldwork and submission, given by the school authority was not enough for an easier completion of the study. The researcher has to put extra effort to complete the research work on schedule. Financial Constraint; Finance has always acted against the successful completion of any project work considering the present economic crunch in the country , the researcher was not financially buoyant to print and administer questionnaire on every potential person that might supply the needed information. The Attitude of respondents The attitude of some respondents towards researcher is another factor that hindered the smooth operation of this research work most respondents were reluctant to give out information to the researcher. This problem arose from the ignorance or mere non-chalet of Nigeria respondents towards research work. Suggestion for Further Research The researcher suggests that another person should carry out a research topic on another area and correlate the findings to the findings in the companies. References Alder L, (2014). Sales promotion effectiveness can be measured.Journal of Marketing. 27 (8) 67-70. Bird, M and Ehrenberg A.S.C, (2014) consumer attitude and brand usage.Journal of marketing research. Bruzzel, D Robert, J.A, Quelih T. and Walker J.S (2008).“ Effective sales Promotion” Haward Business Review March-April Engel, A.F, Blackwei, L.D, and Kollet, D.T. (2008) consumer behaviourHitisdale Illinois, Otyden press. Festinger, L.A. (2006), Theory of cognitive Dissonance (New York, Harper and Row) 2006. Kotler, P. (2007). Marketing management, analysis planning implementation and control prentice. Hall of india edition p 167. Pride, L and Farell, E. (2006).“ marketing management concept” McGravi –Hill book company, New York fifty edition P. 167. Stanton, W.J. (2011). Fundamentals of marketing McGraw Hall international Book company Tokyo, Japan, sixth Edition p. 425 Strange, A.R (2009).“Sales promotion- fast growth, Faulty management” Haward Business Review, July-August (2009) P. 115.124. Appendix I Education ECONOMICS Department, AlvanIkoku Federal College of Education, Owerri, Imo State. Dear Respondent, REQUEST TO COMPLETE QUESTIONNAIRE I am a final student of the above mentioned department. I am carrying out a research on evaluation of consumers behaviour to sales promotion activities ( a study of Nigeria Bottling Company Owerri, Imo State). The research is purely academic and necessary for the obtaining of valid presentation and completion of Bachelor of Science (B.Sc) Degree in Business Education. Please kindly complete attached questionnaire honestly, objectively and verbally in order to assist me in this study and presentation of a valid work, your response will be kept a secret and will be used for only the study Thanks for your co-operation. Yours faithfully, ENYINNA GIFT Researcher APPENDIX II Questionnaire Section A Instructions Please indicate tick (√) provided, the answer you consider must be appropriate to the questions Demographic Characteristics Name of Respondent:………………………………………………………………… Department: ………………………………………………………………………………… Qualification: HND B.Sc Others Specify:___________ Sex: Male Female Section B Please tick (√) SA - If you Strongly Agree A - If you Agree DA - If you Disagree SD - If you Strongly Disagree Research Question One: To what extent do sales production activities help in gaining new customers and rewarding existing ones? S/N Item Statement SA A D SD 1 Sales promotion activities creates awareness for new products 2 Sales promotion activities help in gaining new customers 3 Sales promotion activities help in gaining new customers. 4 Existing customers are always encouraged by sales promotions. 5 Sales promotion activities help in creating awareness about an existing product 6 Sales promotions increase the rate of sales volume by existing and new customers. 7 New customers are always encouraged by new sales promotion activities Research Question Two: What are the attitudes of consumers to sales promotion activities of the company (Nigeria Bottling Company)? S/N Item Statement SA A D SD 8 Consumers see themselves as benefitting from company promotional activities. 9 Consumers are educated through sales promotion activities. 10 Consumers always look forward to company promotion activities. 11 Consumers are indifferent to company promotion activities. 12 Use of celebrities boosts company promotional activities. 13 Celebrity endorsement stamps the use of the product to customers. 14 Consumer’s purchase of company products is enhanced by sales promotion. Research Questions Three: How have sales promotional activities affected the sales volume of the company. S/N Item Statement SA A D SD 15 Sales volume increases as a result of sales promotional activities. 16 Sales promotional activities have a negative impact on sales volume. 17 Sales volume of a company decrease as a result of sales promotional activities. 18 Sales volume of the company is determined by sales promotional activities of company. 19 Poor experience of company on sales promotion leads to further sales promotion 20 Sales volume determines the success of promotional activities 21 Decline in sales lead companies into sales promotional activities.