THE IMPACT OF ADVERTISEMENT IN ENHANCING THE PERFORMANCE OF A BUSINESS ORGANIZATION IN THE BEVERAGES INDUSTRY: A STUDY OF NIGERIAN BOTTLING COMPANY PLC.

E-ISSN: 3027-0871
P-ISSN: 3026-9121
Abbreviated Title: JMSE
Frequency: Quarterly (Continuous model)
DOI Prefix: 10.70382/bejmse
Access: Open Access
E-mail: editorial@berkeleypublications.com

HAMISU IBRAHIM

Authors

HAMISU IBRAHIM Department Of Business Administration and Management Federal Polytechnic, Bali. Taraba State. Author

Abstract

The aim of this study is to investigate the impact of advertisement in enhancing the performance of a business organization in the beverages industry. Three hypotheses were formulated for this study at the 0.05 level of significance. The instrument for data collection for this research is the questionnaire method. The questionnaire was grouped into section and the response pattern for the questionnaire is the five point likert scale. The population of the study covers consumers in Abuja metropolis and a total of two hundred were chosen and 133 sample size were determined and administered questionnaire using the Taro Yamane formula, simple random sampling was used in chosen respondents. The method of data analysis is the simple linear regression analysis using the step wise model. The finding indicates that advertisement is a significant predictor of sales of products and services, consumer behavior, and organizational promotions of products. Based on the research findings, the following recommendations were made; that the company should advertisement its product in some of the new emerging media like the internet so as to attract new customers, that the company should devote large advertising budget in its promotional campaign so as to keep the product in the minds of the consumer and sustain the product life cycle.