Impact of rapid increasing sales promotion activity on the sale of consumer goods in Nigeria [a case study of Nigeria bottling company plc enugu]

This research on the impact of increasing sales promotion activities of consumer goods in Nigeria, using Nigerian bottling company as a case study is aimed at knowing exactly what impact sales promotion activities have on their profit, sales of consumer goods in Nigeria.
In the study, an attempt was made to review related literature which explains factors that used to sales promotions increase and the patterns of designing and managing sales promotion activities to determine its sales and cost effectiveness. In these factors, it was pointed out that it has internal and external factors.
Internal, in that, top management uses it as effective mean to stimulate sales and external in that the number of brands have increased with more competitors becoming promotion minded.
Questionnaires were administered to customers, distributors and staff of N.B.C Plc testing of how sales promotion has a positive effect on the profit and sales of industries, test the tentative assertion and those who disclosed the effect of sales promotion were analyzed. Also, the extent of sales promotions on consumer goods was analyzed. This gave way to recommendations by the researcher.