Advertising and Sales Performance: A Case Study of Britannia Allied Industries (U) Limited

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TABLE OF CONTENTS

DECLARATION ............................................................................................................... ii

SIGNATURE: ............................................................................................................. ii

DATE: ...................................................................................................................... ii

APPROVAL ..................................................................................................................... iii

ACKNOWLEDGEMENT AND DEDICATIONS .......................................................... iv

TABLE OF CONTENTS .................................................................................................. V

LIST OFT ABLES AND FIGURES ............................................................................... vii

ABSTRACT ................................................................................................................... viii

CHAPTER ONE ................................................................................................................................................................................... 1

INTRODUCTION ........................................................................................................... 1

1. 1 Background to the Study ............................................................................................. I

1.2 Statement of the Problem ............................................................................................ 2

1.3 Purpose of the Study ......................................................................... : .......................... 3

1.4 Objectives of the study ................................................................................................ 3

1.5 Research Questions ..................................................................................................... 3

1.6 Scope and Area of Study ............................................................................................. 3

1. 7 Significance of the Study ............................................................................................. 4

CHAPTER TvVO ............................................................................................................. 5

LITERATURE REVIEW ............................................................................................... 5

2.0 Introduction ................................................................................................................. 5

2.1 Definition of Key Terms ............................................................................................. 5

2.1.1 Adve1tising ............................................................................................................... 5

2.1.2 Sales .......................................................................................................................... 6

2 .1.3 Perforn1ance .............................................................................................................. 6

2.2 The various Advertising Media used by Manufacturing Companies .......................... 6

2.3 Sales Promotional Elements used by Manufacturing Firms ............. : .......................... 9

2.4 The Relationship between Advertisement and Sales Performance ........................... 11

CHAPTER THREE ......................................................................................................... 13

METHODOLOGY ................. t ...................................................................................................... 13

3.0 Introduction; .............................................................................................................. 13

3.1 Research Design ........................................................................................................ 13

3.2 Study Population and Sample size ............................................................................ 13

3.3 Sampling Design and Procedure ............................................................................... 13

3.4 Sources of Data .......................................................................................................... 14

3.5 Data Collection Instruments ............................................................. , ........................ 14

3.6 Measurement of Variables ......................................................................................... 14

3.7 Data Processing, Presentation and Analysis .............................................................. 14

3.8 Problems Encountered ............................................................................................... 15

CHAPTER FOUR ......................................................................................................... 16

DATA PRESENTATION, INTERPRETATION AND DISCUSSION OF

FINDINGS .................................................................................................................................................................. 16

4.0 Introduction ............................................................................................................... 16

4.1 Sample Characteristics .............................................................................................. 16

4.2 Findings on Advertising ............................................................................................ 1 7

4.2.1 Findings on the various media of adve1iising used by manufacturing companies. 17

4.2.2 Findings on Factors Considered When Selecting a Media of Advertising Used by

Britania Allied Industries. . 18

4.3 Findings on Sales Perfo1mance ........................................................ : ........................ 19

4.3.1 Findings on Sales Promotional mix Elements used by Britania Allied Industries (u)

lin1ited .............................................................................................................................. 19

4.3.2 Findings on sales revenue performance of Britania allied industries (U) limited .. 20

4.3.3 Findings on the Markets that Britania serves ......................................................... 21

4.4 Findings on the Relationship between Advertising and Sales Performance ............. 21

4.4.1 Relationship between advertising and sales volume .............................................. 21

4.4.3 Increase in sales performance of a specific product as a result of adve1tising ....... 22

CHAPTER FIVE ........................................................................................................... 24

SUMJ\IIARY OF FINDINGS, CONCLUSIONS, RECOMMENDATIONS AND

AREAS FOR FURTHER REASEARCH ................................................................... 24

5.1 Introduction ............................................................................................................... 24

5.2 Summary of Findings ................................................................................................ 24

5.3 Conclusion ................................................................................................................. 24

5 .4 Recom111endations ..................................................................................................... 25

5.5 Areas for Further Research ........................................................................................ 26

References ....................................................................................................................... 27

APPENDIX ..................................................................................................................... 29

ABSTRACT This report provides an overv1e\v clear enough to understand the relationship between advertisement and sales performance. The repo1i was based on the following objectives like to examine the relationship between advertising and sales performance, examine the various advertising media that can be employed and also to identify other sales promotional elements that can be used by manufacturing firms like Britannia. The literature review highlights and analyses theories, findings and reports on the topic by previous authors and scholars. This helped provide a basis for the justification of the objectives of the report. The methodology employed a cross sectional design where both qualitative and quantitative approaches were used to clearly analyse respondents and disseminate information in the selected clusters respectively. In a bid to effect response, both questionnaire and interview tools were applied to collect data. The findings of the study reveal that advertising not only has a positive effect on sales performance but it also is cardinal and instrumental in the success of any manufacturing firm as Britannia realized. The findings further revealed that advertising accords the firm higher sales volumes, profitability and increased customer loyalty. Conclusively, it was established that there is a positive, direct and significant effect of advertising on sales performance of not only select products but all produce of Britannia allied industries. The researcher recommended that advertising should be carried out as a promotional tool to boost sales performance together with other promotional mix elements as this helps manufacturers to make essential, critical and objective decisions that will not only better sales but also ensure continuity of the production unit as a whole.

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Advertising and Sales Performance: A Case Study of Britannia Allied Industries (U) Limited

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