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THE EFFECT OF ADVERTISEING
ON SALES VOLUME OF AN ORGANIZATION
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF STUDY
Advertiser’s primary mission is to reach prospective
customers and influence their awareness, attitudes and buying behaviour. They
spend a lot of money to keep individuals (markets) interested in their
products. To succeed, they need to understand what makes potential customers
behave the way they do. The advertisers goals is to get enough relevant market
data to develop accurate profiles of buyers-to-find the common group (and
symbols) for communications this involves the study of consumers behaviour: the
mental and emotional processes and the physical activities of people who
purchase and use goods and services to satisfy particular needs and wants.
Advertising is any paid form of non personal presentation and promotion of
ideas, goods, or services by an identified sponsor (Kotler and Armstrong,
2010). There are various forms of advertising like informative advertising,
persuasive advertising, comparison advertising, and reminder advertising.
Informative advertising is used to inform consumers about a new product,
service or future or build primary demand. It describes available products and
services, corrects false impressions and builds the image of the company, (Kotler,
2010).Advertising can be done through print media which includes news papers
,magazines ,brochures ,Audio media for example Radio, and visual media which
includes billboards, and television (Kotler and Armstrong 2010).
Sales performance describes the trend of collections in terms
of revenue when comparing different periods (MC Cathy, 1994). The sales may be
in form of offering products or services to consumers. A service is any
activity or benefit that one party can offer to another that is essentially
intangible and does not result in ownership of anything (Kotler and Armstrong,
2010).Sales volume is the core interest of every organization and is based on
sales and profit .When volume goes up profits rises and management in
organizations is made easier.
1.1.1 ORGANIZATIONAL PROFILE
The Nigerian Bottling Company Ltd is one of the biggest
companies in the non-alcoholic beverage industry in the country and is the sole
franchise bottler of The Coca-Cola Company in Nigeria.
The Nigerian Bottling Company serves approximately 160
million people by producing and distributing a unique portfolio of quality
brands, bringing passion to marketplace implementation, and demonstrating
leadership in corporate social responsibility.
NBC Ltd started operations in Nigeria in 1951. Based in the
city of Lagos, it operates 13 bottling plants across the country. In addition,
we channel products through 59 warehouses and distribution centres. The company
employ about 4,800 people and indirectly support the jobs of up to more than a
million more in our value chain.
Nigerian Bottling Company aims to be customers’ most
preferred supplier, and conduct programmes to support more than 450,000
customers who sell their products to consumers.
The company is part of the Coca-Cola Hellenic Group , one of
the largest bottlers of The Coca-Cola Company’s products in the world, and the
biggest in Europe. Coca-Cola Hellenic operations span 28 countries , serving
more than 570 million people. The company is headquartered in Athens and listed
on the Athens, New York, and London stock exchanges.
Products
NBC produce, sell and distribute a wide range of beverages,
most of which are trademark products of The Coca-Cola Company. Our product
portfolio consists of:
leading brands Coca-Cola, Coca-Cola light, Fanta and Sprite
local brands such as Schweppes, Five Alive, Limca and Eva
The Nigerian Bottling Company continuously review
opportunities to expand its product portfolio in order to offer consumers in
Nigeria an increasing range of choices. Every measure is taken to ensure that
its products are of the highest quality.
1.2 STATEMENT OF THE PROBLEM
The Nigerian Bottling Company carries out frequent
advertising of their products to increase their sales volume, through taking
part in charitable funds in Nigeria and even sponsoring sports .It advertises
using radio, television and newspapers.
Despite its efforts in advertising regularly the sales of Nigerian Bottling Company
industry have not improved to the desired targets. The sales in Nigerian
Bottling Company for the past four years have not been steady.
1.3 PURPOSE OF THE STUDY
The purpose of the study was to establish the impacts of
advertising on sales volume of an organization.
1.4 OBJECTIVES OF THE STUDY
To examine the forms of advertising used by The Nigerian
Bottling Company.
To establish the level of sales performance in Nigerian
Bottling Company.
To establish the
relationship between advertising and sales in Nigerian Bottling Company
industry
1.5 RESEARCH QUESTIONS
What are the forms of advertising used by Nigerian Bottling
Company?
What is the level of sales performance of Nigerian Bottling
Company?
What is the relationship between advertising and sales
performance in Nigerian Bottling Company industry?
1.6 SCOPE OF THE STUDY
Content scope
The study covered advertising as the independent variable and
sales performance as the dependant variable.
Geographical scope
The study was cantered at the Nigerian Bottling Company
industry in Lagos because it is the headquarter of the industry where marketing
plan is carried out, and it has large sales volume
Time scope
The study looked at five financial years back that is 2006 to
2010
1.7 SIGNIFICANCE OF THE STUDY
The study will help firms understand the importance of
advertising. It will also enable them structure their adverts and brands to
make them more appealing in order to improve sales and lead to better
performance. As this study gives a clear insight into how advertisement can
influence consumer behaviour, many firms will be encouraged into using adverts
to market their products. When firms start making more sales and profits as a
result of advertising, the economy of Ghana will be boosted, as more income
from tax will be accrued to the government of Ghana. The findings and
recommendations of this study will go a long way in helping firms to adopt good
advertising strategies, and appealing brand designs to help get more consumers
for their products and services.
1.8 PLAN OF STUDY
Chapter one of this study includes the general introduction,
background information about the study, statement of the problem, objectives of
the study, research questions, scope of the study, significance of the study,
and the limitation of the study.
Chapter two reviews all relevant literatures relating to the
study as well as the researcher’s views concerning previous studies on the
challenges of income taxation.
Chapter three includes the methodology applied in collecting
and analysing data, population definition, study site, and limitations.
Chapter four presents the results of the study as well as
data analysed, and the interpretation of the analysed data.
Chapter five includes a summary of the study, conclusion and
recommendations based on the findings from the study.
1.9 STUDY LIMITATION
The only limitation faced by the researcher in the course of
carrying out this study was the delay in getting data from the various
respondents. Most respondents were reluctant in filling questionnaires
administered to them due to their busy schedules and nature of their work. The
researcher found it difficult to collect responses from the various
respondents, and this almost hampered the success of this study.
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