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Paper title
The Effect Of Sales Promotion On Marketing Of Cocacola Drinks In Enugu State

Paper author
Igwe, Kalu Chikeziri AND Ezeobi Amarachukwu Judith

Author Email
[email protected]

This study examined the effect of sales promotion on the marketing of Cocacola drinks in Enugu State. The major aim of the study is to examine the effect of Personal selling, Rebates trade and discounts on the marketing of Cocacola drink in Enugu State.The researcher made use of primary sources. The population of the study comprises all the customers in Ozalla and Agbani, Nkanu West LGA of Enugu State. The sample size is 368 obtain by using Topman‟s non-parametric sample size determination formula. The study used test-retest and Cronbach Alpha method in order to affirm the reliability of the research instruments. The data for this study were collected by means of questionnaire and persona; interview. Frequency tables and percentage analysis were used to present quantitative data in form of tables. The study also employed Multiple Regression Analysis. The study concludes that sales promotion has significant positive effect on the marketing of Cocacola drink. The study therefore recommends that the company should consider integration of rebates strategies such as public visibility and public attention seeking since these strategies influence the level of sales performance. Keywords: Personal Selling, Rebates. Trade Discounts and Marketing of Cocacola Drink

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