Thesis and Dissertations

Permanent URI for this collection

https://keffi.nsuk.edu.ng/handle/20.500.14448/560

Browse

Browsing Thesis and Dissertations by Author "Abubakar, Ali Kasimu"

Now showing 1 - 1 of 1
  • Thumbnail Image
    ItemOpen Access
    IMPACT OF PROMOTION AND MARKETING COST ON THE PROFITABILITY OF QUOTED BREWERIES FIRMS IN NIGERIA
    (The Department of Business Administration, Nasarawa State University, Keffi., 2019-06-19) Abubakar, Ali Kasimu
    Changes in the business environment occasioned by technological innovation, globalization, strengthening power of customers, convergence of diverse industries and disintermediation has led to increased market competition. In order to succeed therefore, many companies resort to marketing and promotional activities that will get through to the consumers and encourage the entire business environment. This study seeks to ascertain the impact of promotion and marketing cost on the profitability of quoted breweries companies in Nigeria. Given the significance of these activities to companies theresearch design was used in a sample of two (2) firms for a period of eight years (2007-2016). Secondary data obtained from the financial statements of the companies were analyzed. The study employed simple regression as tool for analysis. Panel data techniques (fixed and random effects model) were utilized to examine the effect of promotion and marketing cost on the profitability of the sampled brewery companies. The result indicated that promotion and marketing cost has a positive effect on return on investment and sale volume while, promotion and marketing’s cost showed a negative but significant effect on return on assets. Therefore, the study recommended that the management of Breweries companies should be concerned with the efficiency of their expenses on promotion and marketing activities for better performance they should also emphasized on cost effective marketing and strategic promotional policy geared towards sustaining shareholders’ investment. It was also recommended that firms should use the right medium of promotion and marketing strategic to reach the target customers so as to increase its sale volume. This could be achieved through the commitment of more financial resources and the enhancement of promotion and marketing budgets from time to time in line with economic realities.