ABSTRACT
Since the commissioning of the first breweries in Nigeria in the year 1949 growth recorded by the brewery industry have been so unprecedented that as at 1988, a total of 54 breweries have been either operational or licensed to do so in the country. Many more have since failed in their application to the federal ministry of commerce for license, why the licensed and operational ones are expanding their production capacity and introducing more brands of products into their product line.
Due to this astronomical growth in the industry competition for customer and consumers patronage and loyalty is very keen among the beer markers in fighting for this competitive position. These firms in beer industry employ a number of marketing strategies and promotional activities, with sales force as core force used to accomplish this. Consequently , millions of naira sunk into beer product sales and personal selling annually by the various breweries in the country in their bid to win and sustain consumers patronage of their brands of beer products, often to the neglect of key components or factors that motivate consumers brand preference and other component of marketing mix. The Salas forces being in the forefront are very vital source, used to positively affect favorably the choice behaviours of most consumers under competitive market situation.
However a look at the sales force activities and performance in Nigeria today at they relates to move consumers products especially beer brands brings into question the effectiveness and efficiency of the sale force in motivating consumers brands preference. The questions that readily call to mind in this research includes:-
(i) Are million of naira sunk annually into beer sells justified or can the sale force achieve similar results at lower or reduced cost without affecting profitability by improving other product attributes.
(ii) Are their other factors than just sales motivations that are behind consumers brand choice process? To these and other related questions, forms the central task of this study.
In going about the task of this research project, the researcher has chosen the formant of five chapters, the introductory section deals with statement of the problem, objectives, working hypothesis significance of the study and scope of the study, the second chapter dwells on review of literature. Research methodology and designs are discuses of in chapter three while chapter four contains Analysis of data.
Finally the last chapter five indicates the summary of findings recommendation and concluding the statements.
It is envisaged that the outcome to this work will be of great interest, not only to management of the various breweries upon whose products this study in based on or being used as case study, but also to other consumers product promoters and sales force as well as students of Purchasing and Supply and all such other person who special interest in product promotion and sales force activities.
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