CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND TO THE STUDY

It is not for business to have good product sold at attractive

price. To generate sales and profit, the benefit of products have to

be communicated to customer. In marketing these is commonly

known as “promotion”. Although promotion is not done any for

factors but for other such as to build brand loyalty, to remind and

reassure customers to launch a new product and may be to define

market share by responding to competitors campaigns with their own

advertising. A business total marketing communications programs is

called “promotional mix” and consists a blind of advertising, personal

selling sales promotion, public relation stool sand direct marketing

(Gilbert and Jackaria 2002). The organization has to convey the

message about the product on offer to its consumers. This helps in

sustaining a peremial demand for the product and in suitably

positioning it among the target audience. The process of

communicating the message is called promotion. It influences the

purchase decion of the consumer. The different channels available to

the organization for communicating the message constitute the

promotional mix. It includes advertising, sales promotion and public

relation. The aim of an organization promotional strategy is to bring

existing and potential customers to a state of relative awareness of

the organization’s product and not just that and also to a state of

adoption. The promotional mixes (sales promotion, publicity,

personal selling, advertising public relation) have a state at which it

will be most effective from stage at which it will be most effective

from stage three (Donny’s 2007) Gilbert (1991) define promotional

mix as “the means use in bringing customers from a state of relative

unawareness to a state of achieving adopting the product” it means

of communicating with individuals, groups or organizations to direct

or indirectly facilitate exchange of informing and persuading one or

more audience to accept an organization’s products.

According to Durcker (2012) adopting a good and effective

promotional strategy is very important for any business without a

best promotional strategy a business will not be able to get the idea

customer for it services and goods. The main theme for promotional

strategy should be introduce the benefit of product and how they

meet customers needs.

1.2 STATEMENT OF THE PROBLEM

To survive in the competitive marketing environment both small or

large organization need to adopt promotional mix strategies in other

to attract and retain customer, hence long term relationship and

growth in terms of productivity (Red et al., 2005). Increased

revenue, increased client-base and customers loyalty are measures

of growth of any organization in the competitive market (Marguardt,

1994). Much of the NBC brand in Umuahia marketing literature have

concentrated on marketing theory more than promotional practice.

Unfortunately, the issue of marketing are becoming more

complicated as competitions of company continues to change in

world wild promotional strategies adopted by NBC brand in Umuahia

remain an understudied area. Arising from the findings of the above

study, it is evident that, there are many areas about the influence of

promotional mix strategies on the growth of NBC in Umuahia that

have not been investigated by previous research studies. It is for the

reason that the study seeks to establish the influences of promotion

mix strategies on the growth of NBC branch in umuahia in brewery

industry. A study carried out by Kipugen (2003) look at the strategic

marketing responses of companies in changing competitive business

environment established that proactive rather than reactive

promotional mix strategies are the core drive of any competitive

organization operating is a dynamic marketing environment.

1.3 OBJECTIVE OF THE STUDY

i. To examine how the promotion of NBC brand in Umuahia

effect consumer buying behavior.

ii. To access the effectiveness of promotional strategy use by NBC

brand in Umuahia.

iii. To investigate which promotional mix is more impactful for the

consumers.

iv. To pinpoint and analyze on challenges that exist in implanted

promotion mix element of NBC brank in Umuahia.

1.4 RESEARCH QUESTION

This study attempts to answer the following research questions

i. How does promotional activities of NBC brand affect

consumer behavior?

ii. How effective are the promotional activities that the NBC

brand in Umuahia use?

iii. Which promotional mix element is more impactful for the

consumers?

iv. What are the challenges that exists in implemented mix

elements?

1.5 RESEARCH HYPOTHESES

Ho: There is known significance between promotional strategy

and NBC brand in Umuahia.

Hi:The promotional strategy influenced the buying behavior of the

customer of NBC brand Umuahia.

1.6 SCOPE OF THE STUDY

This research is going to primarily focus on impact of sales

promotional strategies on brand and store patronage motive in

the brewery industrial for purpose of this study, the dependent

variable is the consumer buying behavior while the independent

variables are the promotional strategy.

In the literature part there theories related to promotional

strategies and consumer buying behavior in order to give a clear

idea about the specific area of the reader and to explain the

proper context of the study. The topic above focuses on NBL

brand in Umuahia the subject in this study includes brand and

store patronage motive in NBL brand in Umuahia. Thus the

findings cannot be generalized beyond the NBL brand in Umuahia.

1.7 SIGNIFICANCE OF THE STUDY

This research was able to provide the following:

This study is important to the management of NBL brands in

Umuahia and other similar organizations, in acting as a reference

point for identifying the important aspect of promotional strategy

and consumer’s buying behavior researchers and scholars will also

benefit from the study as it will add on the growing body

knowledge and from a basis for further research. This will act as a

source of reference for studies to be done on promotional

strategies and their impact on consumer buying behavior it will be

used as a reference for the further researchers that are related to

the promotion mix practiced of the company.

1.8 ORGANIZATION OF THE STUDY

The study was divided into five chapters is order to provide clarity

and coherence on the discussion of the study. The first part of the
dissertation was discussing the background, problem statement,

questions and objective and the significance and limitation.

The second chapter shall be discussing the relevance of the study

in the existing literature. After the presentation of the existing

related literature, I will provide a synthesis of the whole chapter in

relation of the study.

The third part of the will be discussing the method and procedure

used in the study. The chapter shall comprise the presentation of

the utilized techniques for data collection and research

methodology. Similarly it shall also contain a discussion on the

techniques used in data analysis as well as the tools used to

acquire the said data.

The fourth chapter wills the discussing of the result of the study.

Data to be presented was statistically treated in order to uncover

the relationship of the variable involved in the study. With the said

data the chapter seeks to address the statement of the problem

noted in the first chapter.

The last chapter comprises of five sections: the summary of the

major findings, conclusions of the study, and the

recommendation. With the three portions the chapter was initial

chapter of the study. Reference and annex also provided in the

final part of the paper.

1.9 DEFINITIONS OF THE STUDY

Promotion: Has been defined as the coordination of all sellers

initiated effort to setup channels of information and persuasion in

order to sell goods and services or promote and idea (Murry and

Herdide 1980). Strategy: A plan of action designed to achieve a

long term or overall aim.

Advertising: Is defined as any paid form of non-personal

communication about an organization product, service or idea by

an identified sponsor (Peterson, 1995:188).

Consumer buying behavior: Is the study of the ways of buying

and disposing of goods, services idea or experiences by the

individual, groups and organization in other to satisfy their need

and want (Amstrog, 2009:165).

Direct marketing: Is in which the organization communicate

directly with target customers to generate a response and/or a

transaction (Kotler 2009: 321).

Sales Promotion: Defined as those marketing activities that

provide extra value or incentives to the sales force, the

distributors or the ultimate consumer can stimulate immediate

sales (Ville 2012:246).

1.9.1 BRIEF HISTORY OF FIRM

Nigeria brewery Plc (NBL) is a Nigeria brewery located in

Umuahia, Abia state. It was founded in 1962 by the eastern

Nigeria regional government as an indigenous competitor to

foreign manufacturers in the country. The company products

Golden Ruiner Beer

Golden Guinea was originally named independence brewery

limited, the location was chosen due to the importance of water

which led to the selection of a site in umuahia. The town of the

regional premier, Michael Okpara production started 1963 with an

annual capacity of 1 million gallons. The company introduced

Eagle stout to the market in 1967 but between 1967 and 1970

further production was hampered by the Nigeria civil war. In

1971, the company change it name to the current one, Golden

Guinea Breweries. In 1975 the company was revamped and an

extension was built by the thermon firm countinho Caro which

later participated in an equity offering issue by the firm. Product

at the brewery was hampered by a fire incident in 2003 but recent

attempts have been made to resuscitate the firm. The company

held franchise right to produce and market any kind of NBL brand

in Nigeria.
 CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 CONCEPTUAL FRAMEWORK

Relationship marketing theory is a form of marketing develop

from direct response marketing campaigns which emphasizes

customer retention and satisfaction rather than a domint focus on

sales transactions (Alexander and Sahaben 2002). As a practice,

relation marketing differs from other forms of marketing in that

recognizes the long term value of customer relationship and extends

communication beyond intrusive advertising and sales promotional

messages (Aaker and Joachimsthualer, 2000). With the growth of

internet and mobile platform relationship marketing has continue to

evolve and move forward as technology opens more collaborative

and social communication channels (Berglof and Bolton 2002).

Relationship marketing involves a short term arrangement where

both the buyer and seller have a interest in providing a more

satisfying exchange (Adebsi 2006). This theory tries to

disambiguously transcends the simple post purchase exchange

process with a customer to make more truthful and richer contact by

providing a more holistic personalized purchases and uses the

experiences to create stronger ties.

Relationship marketing relies upon the communication and

acquisition of consumer requirements solely from existing customers

in a mutually beneficial exchange usually involving permission by

contact by the customer through an “opt in” system (Adebsi, 2006).

With particular relevance to customers satisfaction the relative price

and quality of goods and services produced or sold through a

company alongside customers service generally determine the

amount of sales relative to that of competing companies (Berglof and

Bolton 2002). A key principle of relationship marketing is the

retention of customer. Through varying means and practices to

ensure repeated trade from preexisting customers by satisfying

requirements above those of competing companies through a

mutually beneficial relationship. Extensive classic marketing theories

center on means of attracting customers and creating transactions

rather than maintaining them, the majority usage of direct marketing

using in the past is now gradually being used more alongside

relationship marketing as it importance becomes more recognizable,

increased profitability associated with customer retention efforts

occurs because of several factors that occurs once a relationship has

been established with customer (Berglof and Bolten 2002).

Components of promotional Mix

2.2 EMPIRICAL FRAMEWORK

Cox and Cox (1990) concluded that promotion in advertising

efficiently directed to consumer association that products from this

store were low price. Dickson and Sawyar’s (1990) in their study

found that as a consumer perceived purchase product as promoted

ones the value of the consumer brand image would be decreased.

Corresponding to the findings of Cox and Cox (1990), Grewal, Baker

and Bonn (1998), studied the significant effect or store nanne, brand

name and price discount on consumer brand value as well as

consumer purchase intention. The results found discount depth was

negatively related to perceived quality. That means the more

discount depth the less perceived quality. The finding inferred that

information price promotion would not absolutely result to positive

purchase intension and might damage brand value.

Neslin and Shoemaker’s (1989) examined two thousand

families. The study product was coffee. The finding of the study

suggested that, after promotion the personal repurchase nation

remained unchanged while the overall repurchase ration was

reduced by impact of sales promotion. This study concluded that the

decrease of overall repurchase resulted from the most of the subject

in this study were new brand buyers and brand switchers whose

incentives for the purchase were sales promotion. Comparatively, the

repurchase ratio would decrease after the promotion period, which

also brought about the decease of overall repurchase. However, this

reason did not absolutely contribute to creating a reduction of

individual repurchases.

Raghubir and Corfman (1999), in their study taking service products

(dental services health club and mutual funds) as product of their

empirical study and investigated the relationship between price

promotion on brand value before using product. They suggested that

consumers who never had purchase experiences on a promoted

brand or a new promoted brand they will regard the promoted brand

as one of the lower quality. The study found that price promotion

had a negative impact on consumer brand value before consumer

began using a new product. Yoo (2000) also found that price

promotion generated negative effects on perceived quality and brand

association which were dimensions of brand equity. Owing to price

variability which increases consumer uncertainly about brand quality,

the decrease of quality perception and increase of considered

perceived risk may happen (Yoo et al., 2000).

Davis Inman and McAlister (1992) assumed that sales promotion has

a negative impact on brand value. They directly measure the effect

of price promotion on brand value on three brand and four product

categories (Microwavable Popcorn, Saline Solution, cereal Mouch

wash) which college student as study subject and the grocery stores

on campus as the experimental environment. The measures of brand

evaluation contained three element which were effective, cognitive

and behavior intention and result found that sales promotion

leveraged the ratio of consumption, but it did not create a negative

impact on brand value.

2.3 THEORETICAL FRAMEWORK

2.3.1 Promotional Strategies

Promotional strategy is the direct way an organization tries to reach

it publics promotion strategy has remained the only way on

organization or firms gain competitive edge in the market. The

promotion strategy involves the five elements of the promotion mix

i.e advertising sales promotion, personal selling public relations, and

direct marketing (Czinkota and Ronkarines 2004). In order to keep

up with the competition and changing consumer needs and want

firms are forced to adopt effective promotional strategies to promote

growth beyond boarders. Thus creating awareness and increase

usage rates of their product and services. Promotional strategies

enable firms to attract and retain customer thus increased growth in

terms of return on investment due to expanded client base (Kolter,

2007). The focus on promotional effort and development of

marketing strategies has remained a challenge to many firms

(Straughan, 2000). However due to the growth of the service

sectors, it is necessary for any organizations to focus on promoting

their services for them to survive in the dynamic business

environment. Today marketing of organization providing laboratory

service has remained a big challenge. Since service cannot be

separated from the person performing or selling them, it is the

responsibility of both large and small organization to adopt

appropriate promotional strategies in order to attract and retain

customers (Nlewlaud, 1989), promoting health care services using a

diversity of communication channels promote attraction and

retention of customers (Sanched and Peinado, 2003). According to

Miler and Straughan (2000) Healthcare organization have

encountering numerous challenges during the past two decades

including competition, recessions and image problems.

Promotion according to Brassington and Petitt (2000) the direct

way in which an organization communities the product or service to

its target audiences. Brassing and Pettit (2000) have categorized the

promotional tools into five main elements: advertising, sales

promotion, public relation, personal selling and direct marketing.

Promotion is the direct way on organization tries to reach the its

publics. This performed through the five elements of the promotion

mix which include: advertising, sales promotion, personal selling,

public relations and direct marketing (Czinkota and Ronkainem

2004). The role of promotion has been redefined into managing long

term relationship with carefully selected customers, including

construction of a learning relationship where the marketer attains a

dialogue with an individual customer (Dawes and Brown 2000).

2.3.2 Advertising

Bressington and Pettit (2000) defined advertising strategy as

any paid form of non-personal communication directed toward direct

audience and transmitted through various mass media in order to

promote and present a product, services or idea. The key difference

between advertising and other promotion tools is that it is

impersonal and communicates with large numbers of people through

paid media channels. Meidan (1996) states that a healthcare

organization can use its advertising for other it short-term on long

term objectives. The organization attempting to create a long term

relations should build up of its name by using institutional

advertising, while a laboratory services organization interested in

promoting it brand name and its differentiated services would use

bran advertising policy. The institutional consists of promotion of the

firm’s image as a whole and promotion of the products offered with

extra emphasis on the specific firms name organization. The

organization seeks through its marketing communication to build

awareness and to impress customers looking for the best range of

healthcare services, due to the former impression of laboratory

service organization as impersonal institutions with no interest in

their customers as people and healthcare services as abstract and

quite similar the institutional advertising have become more and

more important (Meidan, 1996). Brand advertising follows closely in

the footsteps of institutional advertising. Its purpose is to create

awareness of the laboratory services organizations name and to

advertise the different service it is offering. Since the firms are

serving a mass of people, the problems of brand advertising and to

know who to advertise to, and how to advertise (Pettit, 2000).

2.3.3 Promotion

According to Brassington and Pettit (2000)sales promotion is

tactical marketing techniques with mostly short-term incentives

which are to value to the product or service, it order to achieve

specific sales or marketing objectives. Furthermore, Median (1996)

states that it has two distinctive qualities. Firstly, it provides a

“Bargain Chance” since many sales promotion tools have an

attention gaining quality that communicates and offer that although

they appeal to a wide range of buyers many customers tend to be

less brand loyal in the long run. Secondly, if sales promotion are

used too frequently and carelessly. It could lead to insecure

customers, wondering whether the services are reliable or

reasonably priced. Meidan (1996) Indicates that due to conflicting

idea concerning the benefits of sales promotions organization must

base its decisions upon relevance and usefulness of sales promotion

as well as cost effectiveness Pettit (1994) claim that normally,

coupons special offers and other forms of price manipulation are the

dominant forms of sales promotion. Thus price based promotions are

difficult and probably dangerous to use for healthcare service

markets.

This is due to the fact that the price setting is already a difficult

process, and that consumer often see lower prices as a result of

lower quality.

However, Meidan (1996) states that sales promotion appears

to be most effectively used in combination with advertising. The

primary objective with sales promotion are to attract new customers,

to increase market share in selected market segments and to lower

the cost of acquiring new customers by seeking to avoid direct pieces

competition organization.

2.3.4 Public Relation

According to Brassington and Pettit (2000) the essence of

public relations (PR) is to look after the nature and quality of the

relationship between the organization and its different public and to

create a mutual understanding. Public relations covers a range of

activities, for example the creation and maintenance of corporate

identity and image; chartable involvement, such as sponsorship and

community initiatives, media relation for sparding of good news as

well as for crisis management, such as a damage limitation.

Moreover, an organization can attend trade exhibitions to create

stronger relationships with key suppliers and customers as well as

enhancing the organization’s presence and reputation within the

market (Brassington, 2000).

2.3.5 Personal Selling

Brassington and Pettit (2000) argue that personal selling is a

two way communication tools between a representative of an

organization or an individual or group with the intension to form,

persuade or remind them, or sometimes serve them to take

appropriate action. Furthermore, personal selling is crucial element in

ensuring customers part purchase satisfaction and in building

profitable long-term buyers-seller relationship built on trust and

understanding.

Jillian and Ramasesnan (1994) state that the long term person

to person relationship is an important factor for a retail firm to

achieve a competitive advantage. Meidan (1996) points out that once

the customers has chosen it laboratory services organization, he is

unlikely to switch to another.

2.3.6 Direct Marketing

According to Brassingto and Pettit (2000) direct marketing is an

interactive system of marketing using one or more advertising media

to achieve measureable response anywhere, forming a basis for

creating and further developing an on-going direct relationship

between an organization and its customers, to be able to create a

sustain quality relationship with sometimes hundreds or even

thousands of individual customers an organization need to have a

much information as possible about eqach one, and needs to be able

to access manipulate and analyze that information, thus the data

base is crucial to the process of building the relationship.

2.3.7 Importance of Promotional Strategy

A number of factors are responsible to boast consequence of

promotional efforts for an organization. First factor among those is

customer’s wide variety of choice. Promotion is essential to persuade

these customers to transform their buying habit. Another factor is

the rising gap of physical and emotional distance this means

manufacturer uses associations and channel to provide products

information to the customers and this must be taken into relation to

make a communication strategy. Next factor is the growing

competition in the industry. Lastly the most active factor is

technological matters. All these factors should be accounted to build

a proper promotional strategy (Stry dom, 2004).

According to Strydom (2004) the factors which increase promotional

efforts are:
2.3.8 Factors leading to increase promotional efforts

Promotional activities at intermediary level turn into more

noteworthy if the product is extra complex, technological or

expensive (Zeithaml & Bitner 2003).

While, a business that uses an intermediary frequently cannot

handle the ultimate promotions at the intermediary stage, as the

intermediary may concern only about its own interests and use a

promotional strategy contradictory with the business‘s purposes.

Because, organizations and intermediaries are frequently hold altered

goals and different views of channel performance.

2.3.9 Consumer Buying Behavior:

2.3.9.1: Concept of Consumer Buying Behaviors:

Armstrong (2009, p.148) suggest that Consumer buying

behavior refers to the buying behaviors of final consumers-

individuals and household who buy goods and services for personal

consumption.

Consumer buying behavior can be described as the study of

persons, groups or different organizations and their guide of

selecting, using, processing, disposing and securing of products,

services, ideas or experiences of a particular business organizations

(Ville, 2012). Every business needs to be successful in its sector to

make profit. Customer value is important to be successful for a

business organization. To offer a great customer value, business

organization need to satisfy it customer needs.

Ville (2012) shows the steps of consumer buying process

1. The first step in this process is consumer identification of needs

for a specific service or product.

2. In the second step, Consumers look for related information to

make a perfect decision on how to make satisfy them. Such as

what product or what kind services they want.

3. After assessment of this product or service related information,

the consumers will buy the product or service on which they are

determined.

4. At last, consumer will try to evaluate the quality and performances

of product and service to know whether it was able to satisfy their

needs or not. In this stage, consumer may select that product or

service as a permanent option or they can avoid the product or

service if they are not satisfied.

2.3.9.2: Factors Influencing Consumer Behavior:

Consumer buying behavior can be affected by numerous factors.

Kumar(2010. P219) indicates some factors which are influencing

consumer buying behaviors:

2.3.9.3: Models of Consumer buying behaviors:

On consumer buying behaviors, many prospective authors of

marketing studies made some models, which are very useful to

understand this concept. These model normally discuss many stimuli,

influence factors, the decision making and result. In this section-

Kotar‘s, Engel‘s, Hawkin‘s models of consumer buying behavior

should be mentioned.
Kotler’s Model of Buyer Behavior:

Kotler (2000, p.161) shows a model of buyer behavior

This model of Kotler shows that, how consumer think about

marketing and other factors. Afterward, consumer makes purchasing

decision certainly with the influence of their characteristic. At the end

customers do post purchase behavior which is the total out comes

from the process, it can be negative or positive.

Hawkins, D., Best, R., and Coney, K. (2001, p.26) have given a

model of consumer behavior, which is simple and easy to

understand:
Model of consumer behavior (Hawkins et al, 2001, p.26)

Hawkins et al (2001) think that- self-concept & life style are the

central part of the buying behavior process. In addition, consumer‘s

needs and desire can be affected by external and internal influences.

Through this process a consumers gain experience of the products

and services and come to know, are they satisfied or not.

 CHAPTER THREE

RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

In this study, to attain the objectives the researcher used

descriptive research design. Descriptive research is characterized by

the prior formulation of specific research questions and hypotheses.

Thus, the information needed is clearly defined. As a result,

descriptive research is pre-planned and structured. It is typically

based on large representative samples. A descriptive research design

specifies the methods for selecting the sources of information and for

collecting data from those sources. This study also employed both

quantitative and qualitative research methods.

3.2 Selection of data

I used both primary and secondary data for the entire analysis

for this study. The information was gather through questionnaire for

the selected sample of respondents of customers of NBL brand in

umuahia. This data collected from the respondents through

questionnaires was used as primary data. According to (Biggam

(2008), primary data is the information that the researcher find out

by him/her self-regarding a specific topic. The secondary data was

obtained from the company records, relevant books, internet and

from personal observation.

3.3 COLLECTION OF DATA

The primary data was gathered particularly using survey

questionnaire and structured interview.

3.3.1. Questionnaire

A questionnaire is a formalized set of questions for obtaining

information from respondents. Typically, a questionnaire is only one

element of a data collection package that might also include:

1. Fieldwork procedures, such as instructions for selecting,

approaching and questioning respondents.

2. Some reward, gift or payment offered to respondents and

communication aids, such as maps, pictures, advertisements.

3. Secondary data was collected from textbooks, library, journals,

newspaper and magazine among others

3.4 POPULATION OF THE STUDY

According to Hair (2010), population of the study is the collection of

elements or objects that possess the information sought by the

researcher and about which inferences are to be made.

With the help of Mr. Nwachukwu Chinedu the manager of NBL brand

in Umuahia I was able to know the population breakdown of the

study which are as follows:

Management - 5

Senior staff - 10

Junior staff - 25

Customers - 110

Total population 150

Customers of NBL brand in Umuahia also form part of the study.

3.5 SAMPLE SIZE DETERMINATION

In determining the same size of NBL Brand in Umuahia. Taro

Yamene formula was used

n= N

1 + N (e)2

Where n = unknown sample size

N = Population

I = Constant

e = Degree of error margin which is usually 5%

n= N

1 + N (e)2

n= 150

1 + 150 (0.05)2

n= 150

1 + 150 (0.0025)

n= 150

1 + 0.25

n= 150

1. 25

n = 120

3.6 SAMPLING DESIGN

In order to determine the sample size of the study I use simple

random sampling. It is a sampling technique where every item in the

population has an equal chance and like hood of being selected in

the sample. It gives every staff of NBL brand in Umuahia an equal

right or chance of being selected.

3.7 VALIDITY OF THE INSTRUMENT

I validity the instrument with the process of ensuring that the

issue in research questions research objectives and hypothesis

formulated in chapter one reflected in the questionnaire. And the

supervisor and other expert validate the instrument so as to avoid

error, duplication, omission or dual meaning which might cause

problems with the findings. The validity of the instrument help me to

determine the extent to which questionnaire measure what it

supposed to measure.

3.8 RELIABILITY OF THE INSTRUMENT

The reliability shows how consistency responses` in the

questions asked by the researcher. The reliable measure obtains

identical response form the same respondents the same question

repeatedly and the answer supplied was the same.

This means that the instrument is test-retest method.

3.9 DATA ANALYSIS TECHNIQUES

The data analysis technique is used to convert raw data into a

form that can be interpreted by the researcher. To make for easy

understanding, percentage and tabulations where used in the

analysis. The researcher made use of stratified random sampling

techniques.
 CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

Table 4.1: Questionnaires Distributed/Returned

Options Quantity Percentage

Distributed 120 100

Returned 115 88

Not Returned 5 12

Source: Survey Field 2022

From the table above, it was found that out of 120 copies of

questionnaire distributed to respondents, a total of 115 copies of

questionnaires representing 88% where duely completed and

returned, while the remaining 5 copies of questionnaires

representing 12% were not returned the analysis of data for this

study were based on the valid 88% questionnaires.

4.2 DATA ANALYSIS

Table 4.2.1: Age of Respondents

Options Quantity Percentage

18-25 70 47

26-25 30 33

36 and above 15 20

Total 115 100

Source: Survey Field 2022

From the table above, it is deduced that 70(47%) of the respondents

are between the age 18-25. 30 (33%) are 26-35 while 15 (20%) are

above 36 years.

Table 4.2.2: Sex Distribution

Options Quantity Percentage

Male 80 67%

Female 35 33%

Total 115 100

Source: Survey Field 2022

The table above reveals that 80 (67%) of the respondents are male,

35 (33%) are female by implication, the study featured more male

than female

Table 4.2.3: Marital Status distribution

Options Quantity Percentage

Married 40 33%

Single 65 60%

Total 115 100

Source: Survey Field 2022

The table above shows that the following sample calculation

the single status is higher by (60%) the work and it nature of the

workers required more attention to the job and energy therefore the

majority of the staff are single.

Table 4.2.4: Qualification

Options Quantity Percentage

OND 35 27%

HND/BSC 50 47%

Others 30 26%

Total 115 100

Source: Survey Field 2022

The table above revealed that 35 (27%) are OND holders 50 (47%)

are HND/BSC holders while 30 (26%) opted for others.

Table 4.2.5:The extent to which promotional strategies

influence brand awareness of NBL brand in Umuahia.

Responses Frequently Percentage

Very high extent 50 47%

High extent 25 20%

Moderate extent 15 10%

Low extent 13 13%

Very low extent 12 10%

Total 115 100

Source: Survey Field 2022

From the table above it indicates that promotional strategies

influences consumer of NBL brand in Umuahia to a very high extent

by 47% 20% opted for high extent 10% said moderate extent 13%

said low extent while 10% said very low extent

Table 4.2.6: To extent to which promotional strategies

influence consumer purchase behavior of NBL brand in

Umuahia.

Responses Frequently Percentage

Very high extent 60 40%

High extent 25 20%

Moderate extent 10 10%

Low extent 10 10%

Very low extent 10 10%

Total 115 100

Source: Survey Field 2022

The table above shows 60 (40%) influence the promotional

strategies of consumers of NBL brand in Umuahia to a very high

extent 20% (30%) opted for high extent, 10(10%) said moderate

extent. 10 (10%) said low extent while 10 (10%) said very low

extent.
Table 4.2.7: The extent to which promotional strategies

influences consumer brand recall of NBL brand

Responses Frequently Percentage

Very high extent 50 33%

High extent 30 30%

Moderate extent 20 13%

Low extent 10 13%

Very low extent 5 10%

Total 115 100

Source: Survey Field 2022

From the above, 50 (33%) indicate that promotional strategy

influence consumer brand recall of NBL brand to a very high extent,

30 (30%) opted for high extent, 20 (13%) said low extent 5 (10%)

said very low extent.

4.3 TEST OF HYPOTHESIS

In the hypothesis testing chi-square (x2) will be used since the

hypothesis are statement of facts.

Hypothesis One

Step 1 Hi: There is no significance between promotional strategy and

NBL brand in Umuahia

Ha: There is significance between promotional strategy and NBL

brand in Umuahia.

Step II: The statically test is X2 ∑ (o-ei)2

ei

Where

∑ = summation

Oi = observed frequency

ei = expected frequency

Step III: The level of significance use is 5% 00.5

Step IV: The degrees of freedom is given by (k – 1)

Where k = number of rows of columns

K=3

3–1=2

Step V: The critical value is given as = X2 7.815

Step IV: Computing the test studies using table 4.2.5

To get E (expected frequencies)

= Total frequency ÷ No of response

E = 115/5 = 23

Responses O E O-E (0-E)2 (0-E)2/E

Very high extent 50 23 27 729 31.6

High extent 25 23 2 4 0.17

Moderate extent 15 23 -8 64 2.78

Low extent 13 23 -10 100 4.34

Very low extent 12 23 -11 121 5.26

Total 115 X2 44.15

Step VII: Comparing the test statistics with critical value of X 2

X2 > X2 0.05

44.13 > 7815

Step VIII: Decision

Since the calculated value of X2 is greater than the critical value or

table we reject the null hypothesis and accept the between

promotional strategy and NBL brand in Umuahia.

Hypothesis Two

Step 1 Ho: Promotional strategy does not influences consumers

brand recall of NBL product.

HAa: Promotional strategy influences consumers brand recall of NBL

product.

Step II: The statically test is X2 ∑ (o-ei)2

ei

Where

∑ = summation

Oi = observed frequency

ei = expected frequency

Step III: The level of significance use is 5% 00.5

Step IV: The degrees of freedom is given by (k – 1)

Where k = number of rows of columns

K=3

3–1=2

Step V: The critical value is given as = X2 7.815

Step IV: Computing the test studies using table 4.2.7

To get E (expected frequencies)

= Total frequency - No of response

E = 115/5 = 23

Responses O E O-E (0-E)2 (0-E)2/E

Very high extent 50 23 27 729 31.6

High extent 30 23 7 49 2.13

Moderate extent 20 23 -3 9 0.39

Low extent 10 23 -13 169 7.34

Very low extent 5 25 20 400 17.39

Total 115 X2 58.85

Step VII: Comparing the test statistics with critical value of X 2

X2 > X2 0.005

58.85 > 7.815

Step VIII: Decision

Since the calculated value of X2 is greater than the critical value or

table we reject the null hypothesis and accept the alternative

hypothesis. Promotional strategies influences consumer brand recall

of NBL brand Umuahia.

4.4 DISCUSSION OF FINDINGS

In the hypotheses one comparing the test statistics with critical value

of X2

X2 > X2 0.05

44.15 > 7.815

DECISION

Since the calculated value of X2 is greater than the critical value or

table we reject the null hypothesis and accept the alternative

hypothesis. Promotional strategies influences consumer brand recall

of NBL brand Umuahia in hypotheses two comparing the test

statistical with critical value of X2.

X2 > X2 0.005

58.85 > 7.815

Decision

Since the calculated value of X2 is greater than the critical value or

table we reject the null hypothesis and accept the alternative

hypothesis. Promotional strategies influences consumer brand recall

of NBL brand in Umuahia

 CHAPTER FIVE:

SUMMARY of FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS

5.1 SUMMARY OF FINDINGS

This study sought to establish the influence of promotion mix

strategies on the growth of customers of Walia beer. Promotional

strategies are crucial for every business for it to survive the current

economic turbulence and environmental challenges. It is through

these practices that the objectives of merchandising are achieved.

Such objectives include profit maximization, offsetting costs of

operations, business survival and gaining competitive advantage in

the market through branding, segmentation and product/service

positioning thus emphasizing on the marketing mix strategies which

include; product strategy, pricing strategy, promotion strategy and

distribution strategy.

The findings show that NBL brand is as a brand with quality,

cheap price and customer satisfaction. Promotion activities carried

out by NBL brand in Umuahia are done through flyers and brochures,

newspapers, television and radio. NBL brand as public relations

activities, has a clear vision and goals, has a higher bargaining power
on prices and offer a relatively cheap product, collects market

information on customer needs, has an adequate marketing

campaigns, makes entry into new markets and has a strategic

location/store layout. NBL brand as personal selling technique uses,

to a great extent, positive word of mouth from loyal customers,

personal contact with customers and close relationship, and influence

of sales people.

5.2 CONCLUSIONS

The findings indicate that NBL brand adopt at least promotional

strategies their endeavor to achieve some competitive advantage

over their competitors in such a stormy environment. It is concluded

that the level of adoption of the promotional strategies amongst NBL

Brand still remains an uphill task despite the importance of strategic

marketing practices in any business; these practices have not yet

been embraced amongst the other firms in Ethiopia due to high costs

associated with promotions.

5.3 RECOMMENDATION

1. The NBL brand should always adopt the latest promotional

strategy to give them advantage over their competitors.

 2. NBL brand should always use different promotional strategy to

attract more consumers.

3. More strategic marketing practice in their business

5.4 LIMITATIONS OF THE STUDY

The respondents of the study (customers of NBL Brand) were

usually very busy and therefore they required a lot of time in order

to fill in the questionnaires. The challenge was overcome by giving

the respondents the questionnaires by using drop and pick later

method. Inadequate financial resources affected the results of the

study. Accommodation and stationary costs delayed the exercise, but

early preparation and support from well-wishers was sought by the

researcher. Getting accurate information from the respondents was

one of the major challenges since some of them were threatened

that the information may be used against them by the firm. The

challenge was minimized by assuring the respondents of

confidentiality of the information they gave. Most of the respondents

were unwilling to give the information due to a negative perception

of the study. The challenge was minimized by giving incentives to

respondents in order to get a positive response and accurate

information.
5.5 SUGGESTIONS FOR FURTHER STUDIES

Future studies should explore the reasons behind the

promotion mix strategies in the beer industry. Researchers should go

ahead and establish the reasons behind the failure of promotional

mix strategies among NBL firms, hence establish long term solutions

in the industry in terms of new product development and quality

customer delivery. Future studies will minimize promotional mix

challenges experienced by the beer organizations.

5.6 CONTRIBUTION TO KNOWLEDGE

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