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Modern marketing companies are increasing, recognizing the value of an effective communication and promotion Programme for their entire public. This includes Beverage industries. Their product encompasses vegetable commodities that significantly affect our life’s. However, this project dealt on the “The Impact of Promotional activities on the marketing of Golden Morn Product in Enugu Metropolis. This was divided into five chapter. The chapter one contained the introductory part of the project. Literature review, research design, data presenting and analysis, conclusion and recommendation made up other four chapters.

The researcher made use of both primary and secondary data, structured questionnaires were the methods used for the collection of primary data, and secondary data were also collected from textbook and various research materials.  The researcher used population of 465072 selected randomly. But using Taro Yamani, a sample size of 400 was used.

In chapter four table and Chi-square was used as a statistical tool for analyzing the data.  In which he recommended that the price of Golden morn product should be reduced as the research data showed that its consumers were price sensitive and they should embark on aggressive promotion activities and sales promotion to real their target customers and reduce and their target customer and reduce an the activities of competitor as the data show there are may competitors. The concluded that they showed he used by the company to reduce the effect of competitors and help to maintain stable price for their product.



Title Page                                                              ii

Certification                                                           iii

Dedication                                                             iv

Acknowledgement                                                   v

Abstract                                                                vi

Table of Content                                                     vii


  • Introduction        1
  • Statement of problem 4
  • Objectives of study        5
  • Research question `     6
  • Formulation of Hypotheses 6
  • Significance of the study        7
  • Scope of the study.        8




  • Overview of Marketing                                      11
  • The promotional mix                                   12
  • Overview of marketing                                     16
  • The promotional Mix 17
  • Nature and importance of marketing promotion 25
  • The Promotional objectives 31
  • The impact of Promotion on marketing 34


Research Methodology

3.0  Research methodology                                      39

  • Sources of Data                      39
  • Population of study        40
  • Determination of Sample Size                            40
  • Sampling Technique 41
  • Research Instrument Used 42
  • Limitation of the study 44


4.0  Presentation Analysis and Interpretation of Data

  • Presentation of Analysis Of Data        47
  • Testing of hypothesis. 54


5.0  Summary of Findings, Recommendation and Conclusion

  • Summary of Findings. 65
  • Recommendation 67
  • Conclusion 67








One of the major pillars of marketing is the provision of goods and services to satisfy the needs and wants of the consumer at a profit to the firm. Thus the provision of product for the satisfaction of the consumer or customer is the focus of marketing thereby making product a fundamental tool of marketing. But Ebue (1990:1) stated that if you product, package it brilliantly, price it, rightly distribute it well and position it to best meet the needs of customer you must have wasted all the marketing skills if nobody knows you have those things. Your customers will only know through promotional activities.

It becomes imperative that a firm must not only create high quality goods that meets the expectations of the target market but tell success story. That is disseminate information about the product attributes and benefits to the target market.

Adirika, Ebue and Nnolim (2006:35), see promotion as the component used by the organization to inform, educate and persuade the market regarding the company’s offerings:- advertising, personal selling sales promotion, publicity and public relations are the major variable of promotional tools.

The myopic thinking in Nigeria, that the  money spent in promotional activities is a waste should not crop up at  all although, we are operating in a sellers’ market, where companies can sell their goods and services even without adequate promotion. There is no guarantee that  such a situation will continue forever. Promotion like distribution is one of the elements of the firm. Marketing mix and it seeks to inform the public of the availability of goods and services and their communication cycle between those engaged in production and those in consumption. The need for product promotion exists in both surplus and scarcity condition. This is because in trying to inform, promotion can often persuade and so can be a useful means to a desirable social change if well utilized.

Modern marketing companies are increasing, recognizing the value of an effective communication and promotion Programme for their entire public. This includes Beverage industries. Their product encompasses vegetable commodities that significantly affect our life’s. (According to onah and Nnolim (2008:9) decisions with these components of promotional mix in order to accomplish the objectives of any given organization) the Beverage industry for sometimes now is very lucrative, this has brought so many Beverage industries into their market, thus leading to competition in other to survive the competition beverage industries should pay adequate attention to the issues that involve decision making in designing an appropriate promotion strategies for survival. It is because of the importance of promotion not only as tool for informing the company that the researcher tries to examine the impact of promotional activities on marketing products.


Here, many consumers do not patronize a company’s product when they are ignorant of its existence. Insufficient and inadequate use of marketing communication tools lead to low sales turnover. Given the competitive pressure attributable to escalating cost, increased industrial concentration as the result of acquisitions and mergers, the threat of product obsolescence inherent in accelerating technological innovation. It is clear that promotional policies have becomes questions of acute importance to the manufacturer as well as the marketer.

There has been a sharp increase in the number of Beverage products (both locally manufactured and imported) thus leading to competition and this competition is becoming fierce and cutthroat. Infact, the creation of an effective promotional strategies would be an essential step towards creating a marked.


These objectives are

  1. To know how effective each of the promotions has been increasing the beverage’s market shares in Golden morn..
  2. To know the impact of each promotion such as advertising, sales promotion, personal selling and publicity on the Gold morn.
  3. To determine the relationship between promotion and consumers patronage Golden morn income.
  4. To determine the impact of promotion in creating consumers awareness on marketing Golden morn in Enugu metropolis.
  5. Promotional activities adopted by Golden morn in Enugu Metropolis in increased sales volume.


  1. Does sales promotion influences on buying habit of golden morn?
  2. How did you get to know about the golden morn Nigeria Plc?
  3. Which of these promotional activities have Golden morn Nigeria plc adopted?


The following hypothetical statements are designed to help us      in representations in both null and alternative.

Ho: Promotional activities influences consumer patronage of Golden morn in Enugu metropolis.

Hi:  Promotional activities do not influences consumer patronage of Golden morn in Enugu metropolis.

Hi:   Promotional activities do increase awareness the market share of Golden morn in Enugu metropolis.

Ho2: Promotional activities has increased the market share of Golden morn in Enugu metropolis

Ho3: Promotional activities do not increase sales volume of the product        in Golden morn.

Ho4: Promotional activities do not help in achieving their objective in Enugu metropolise.

Hi4: Promotional activities do not help in achieving their objective in Enugu metropolise.



Promotion is not complete until the golden morn ends up being consumed. The study will be of great benefit to the industry as well as individuals. This study will help the researcher appreciate how to use promotional activities in introducing and increasing sales of any product. it will also enable the  company gain their confidence and goodwill. This study will help customers to improve their standard of living as they had been made aware through promotion. it will equally be of great benefit to readers and researcher as it may form a  base for further researchers and more over it will widen their scope of  understanding and knowledge of promotion.


This study is designed to examine promotional activities on the marketing of Golden morn.  This study is restricted to Enugu state. It will cover the management staff and consumers that are been exposed to the Golden morn product.

This study concentrated on the impact of promotion on the marketing of Golden morn products in Enugu metropolis on improving company’s performance with this particular interest on Golden morn.

The study intends to figure out how the promotional tools techniques such as advertising, personal selling, sales promotion, publicity and public relation will be used in improving the company’s performance with particular interest on marketing of golden morn in Enugu metropolis.













Adirika  E. O. Ebue B. C. and Nnolim D. A (2007). Principles

and Practice of Market, Enugu: John Jacobs Classic Publishers


Ebue B. O. (2005). Marketing Communication Enugu John

Jacobs Publishers




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