Effect of Promotion on Product Awareness
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Date
2014-09-09
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Education Research
Abstract
The study examined the influence of promotion on product awareness in the brewery subsector of
the manufacturing industry in Nigeria. The objectives are; to assess the impact of promotion on
product awareness in relation to the organization, to determine the degree at which the promotional
mix used by the organization helps in achieving organisational objective, to evaluate the effect of
company’s promotional activities on the pricing of a company’s brand and to assess the
effectiveness of promotion in increasing the sales revenue of the organization..
Survey research design was adopted for this research. Primary data which includes questionnaire
was used to elicit information from the members of staff while secondary data encompasses related
journal materials, periodicals et.c. Descriptive statistics (percentages) and inferential statistics
(multiple regression and t-test were used) were used to analyse the data.
The findings show that a 1% shift in promotion will cause a 52.6% shift in product awareness
(r=.526**, N=121, P<.01). The study revealed that a 1% shift in promotion will cause 89.6% shift
in organizational objectives (r=.896**, N=121, P<.01). Also, 1% shift in promotion will cause
87.4% shift in pricing of organization’s brand/products (r=.874**, N=121, P>.01). These depict that
promotion influences pricing of organizations’ product in this study. More so, 1% shift in
promotion will cause 49.6% shifts in sales revenue(r=.496**, N=121, P>.01).
Based on the findings of this study, it was concluded that promotion is a critical and vital factor that
enhances product awareness in the market. Hence, promotion attracts attention particularly when
consumers are not very familiar with the products. It was strongly recommended that investments should be made towards research and developments as it becomes extremely necessary to consider
the cost/benefits analysis of promotions as past researchers emphasised that promotion is based on
meeting customers’ needs within a short term period.
Description
Keywords
Promotion, Product, Product awareness, Marketing mix, Promotional mix, organizational objectives