Promotional Mix As A Tool For Enhancing Profitability Level Of A Firm. A Case Study Of 7up Bottling Company, Benin City.

TABLE OF CONTENTS

Cover page----          -           -          -            --i

Declaration ---------ii

Certification ---------iii

Dedication---------iv

Acknowledgements--------v

Table of Contents--------vi

Abstract---------ix

Appendices---------x

CHAPTER ONE: INTRODUCTION

1.1Background to the Study-------1

1.2Statement of the Research  Problem-----2

1.3Research Questions-------4

1.4Objectives of the study-------4

1.5Significance of the study-------5

1.6Scope of the study.    -------6

References ---------7

CHAPTER TWO: LITERATURE REVIEW

2.1 Introduction--------9

2.2 Profitability level of  a firm.       ---          -          -            -       9

2.3 Sales Promotion and Profitability Level of a Firm ---11

2.4  Advertising and Profitability Level of a Firm ----14

2.5 Personal Selling and Profitability Level of a Firm ---17

2.6 Publicity and Profitability Level of a Firm ----20

2.7 Theoretical Framework -------22

2.7.1The Dynamic Theory of Profitability----22

2.7.2Defining Advertising Goals for Measured Advertising Results -23

2.7.3 Lavidge and Steiner’s Hierarchy-of-Effects Theory---23

References---------24

CHAPTER THREE: METHODOLOGY

3.1 Introduction--------28

3.2 Research design--------28

3.3 The population--------29

3.4 Sample Size and Sampling Technique ----29

3.5 Operationalization and Measurement of Variables ---29

3.6 Research Instrument -------32

3.7 Sources of data--------33

3.8 Methods of data analysis-------33

References ---------34

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS OF DATA

4.0 Introduction--------35

4.1Data Presentation and Analysis for Demographic Variables --36

4.2Data Presentation and Analyses for the Research Variables--37

4.2.1 Descriptive Statistics of Research Variables----39

4.2.2 Simple Percentage Test------39

4.2.3 Pearson Correlation Matrix------45

4.2.4 Multiple Regressions -------48

4.3Reliability and Validity------54

4.4Discussion of findings------56

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Introduction--------59

5.2 Conclusion--------60

5.3 Policy Recommendations/Implementation----62

5.4 Suggestions for Further Studies------64