AN ANALYSIS OF SALES PROMOTION ON SALES VOLUME IN THE BEVERAGE INDUSTRY: THE CASE OF NIGERIA BOTTLING PLC
ABSTRACT A lot of beverages manufacturing companies in Nigeria are suffering from the piling up of unsold stocks. In recent years, Nigeria witnessed sales promotions by most beverage industries such as Nigeria Bottling Company Plc, 7up Bottling Company, Nigerian Breweries and Guinness Nigeria Plc., etc. Beverage industry such as NBC Plc. uses sales promotion for several reasons: to generate quick sales bursts, to build long-term awareness and maintain steady market shares, to gain increas...