CONSEQUENTIAL EFFECTS OF ENVIRONMENTAL FACTORS ON SMALL AND MEDIUM SCALE BUSINESS PERFORMANCE (A STUDY OF SURULERE LOCAL GOVERNMENT AREA)

This research work examined role of sales promotion on organization profitability (A study of Nigeria Breweries). Both primary and secondary sources of data were utilized. Questionnaire was mainly used as the research instrument for collecting primary data. Relevant questionnaires were administered to the selected sample size of two hundred and one hundred and ninety six was returned.  Responses were presented in tabular form using simple percentage method.  Simple regression analysis and Pearson Product Moment Correlation Coefficient were used as the statistical tool for testing the postulated hypotheses with the aid of Statistical Package for Social Science (SPSS).  The result of the findings showed that that there is correlation between the financing sales promotion and sales revenue at r =0.793). Also, the result revealed that there is significant impact of financing sales promotion on the profitability. The results further revealed that the short term incentives offered by Nigeria Brewery stimulate consumers to purchase the company brands for the first time. The findings also revealed that offering short term incentives to consumers and middlemen has more positive impact of retaining existing customers and sales outlets. It was therefore recommended that there is need to adopt consumer and trade sales promotion activities that will not only induce the final consumers to purchase the firm’s brand but also motivate the middlemen to sell the firm’s brand aggressively. Also, the organization need to keep abreast with the competitors promotional programmes in order to creates sales promotion programmes that will outwit the competitors. There is need to pursue strong business relationships with its distributors to ensure that the company does not lose their distributors who have strong links with the retailers to any inducements by the competitors.

TABLE OF CONTENTSPagesTitle Page i Certification iiDedicationiiiAcknowledgmentsivAbstractvTable of Contents viCHAPTERONE: INTRODUCTION1.1Background of the Study11.2Statement of the Problem31.3Aim and Objectives of the Study41.4Relevant Research Questions41.5Relevant Research Hypotheses41.6Scope of the Study51.7Significance of the Study51.8Definition of Terms6References7CHAPTER TWO: LITERATURE REVIEW 2.1 Preamble82.2 Theoretical Framework82.2.1Conceptual Review122.3Empirical review of previous work in the areas of studies302.4Summary of the Chapter 36References372 CHAPTER THREE: RESEARCH METHODOLOGY 3.1 Preamble413.2 Research Design 413.3 Population of Study 413.4 Sampling Procedure and Sample size 413.6 Data Collection Instrument and Validation423.7 Method of Data Analysis42 3.8 Limitation of Methodology42References43CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS4.1 Preamble444.2 Presentation and Analysis of Data 464.3Test of Hypotheses514.4Discussion of Findings53References57CHAPTER FIVE: SUMMARY CONCLUSION AND RECOMMENDATIONS5.1 Summary 595.2 Conclusion 60 5.3 Recommendations 60Bibliography63Appendix70