EFFECT OF PROMOTIONAL MIX ON CONSUMER BUYING DECISION IN THE BEVERAGE INDUSTRY (A CASE STUDY OF NESTLE NIGERIA FOOD NIGERIA PLC IKEJA LAGOS STATE)

 

ABSTRACT

Promotional mix activities is one of the most useful techniques used in improving the decision of consumer buying partner towards company producer. The foregoing observation is predicted upon the fact that some people perceive promotional activities as misleading thereby little no important is attached to the exercise. This research study seeks to establish both theoretical and empirically the effect of promotional mix on consumer buying decision. The study also identifies some ingredients that must be present in improving the consumer buying decision. For organization that really wants to survive the market pressure, promotional mix activities or programmes must be utilized fully.        


CHAPTER ONE

1.0       INTRODUCTION

Promotion mix can be defined as the combination of advertising personal selling, sales promotion and publicity without the exception of packaging, which are used in order to achieve the goals and objectives of the organization in marketing programme.

The plan of product pricing and distribution are not enough strategy to adopt by markets in achieving their aims because are only perform within the organization or the organization and its marketing partners without the knowledge of potential customers.

In other hand, promotional activities which are advertising, personal selling, sales promotion and publicity can be used by organization to communicate with potential customer directly or indirectly in order to stimulate their demand.

Therefore, before an organization can reach it target market, marketers must coordinate the element in the promotional mix which is product, price promotion and place.

The money available to the company, types of consumer and location of prospective buyers in other to know which one of the mix will be economical to use.

Also, the use of promotion mix can be advantages us in time of shortage because advertising as one of the mix stress product conversation and its efficient uses.

Therefore, without effective promotional mix programme marketers may not satisfy the wants of their potential customers and this can reduce the profit of the organization or lead to total closure of the company.

1.1       BACKGROUND OF THE STUDY

Background of Nestle Food Nigeria Plc Ikeja, Lagos State Nestle Food Nigeria Plc (makers of Milo, Magi, Cerelac, Choco Milo, Nescafe, Nescad, Nutrend and Golden Morn) is associated with the Nestle group renewed world-wide for its top quality product.

Nestle foods Nigeria stated simple treading operation in Nigeria in 1961 and has marketing company, it is a publicity Gated company listed on the Nigeria stock exchange since 1978 with many Nigeria share holders participating in 60 percent of the company’s equity 40 percent of company equity is owned Nestle A of Switzerland.

  1. F N’s objectives is to satisfy the requirement of consumers with high quality food product, mainly by processing perishable raw materials into products with long shelf life adopted to the test and food habit of the consumer. The company, derive immense value and goodwill from the international trademark of Nestle which it uses on it products. There trade makes are household names which promote the popularity and acceptability of the products by the consumers and have contributed to the growth and success of the company.
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