ABSTRACT
In spite of the numerous advertisement campaigns available to many companies, it is important to note that WAPA Yoghurt, Katsina has appreciated the effects of advertising on sales performance of its products. These advertisements have enhanced their market share. The objective of this study is to find out the effects of advertising on sales performance of WAPA Yoghurt. The method used is survey approach while the sampling technique adopted is simple random sampling technique in which all members of the population have equal probability and independent chance of being selected. The Chi-square method is used to test the hypotheses and to examine the significance of advertising on sales performance. During the course of findings, majority of the respondents accepted the fact that advertising increases the levels of sales as well as attracting potential customers to patronize WAPA Yoghurt products. In conclusion, effective implementation of the available forms of media advertising led to increase in sales volume and invariably higher profits. It is recommended that during festive periods as well as changes in weather condition, WAPA Yoghurt sales and marketing departments should take full advantage by developing effective and efficient advertising campaign that can arouse the customer’s awareness, thereby leading to greater purchase of their products.
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Nowadays competition among firms has grown stiffer as every firm seeks to achieve their objectives, to enhance performance which can be translated through achieving greater sales and profit. As a result, majority of the companies in the current society are adopting advertising as an effort to boost their profit. The basic goal of any organization is to increase its sales.
Competitive advantage in the market place. Advertising in Nigeria is not a new tool, it has been used in business operations for many years to primarily communicate a particular message. Obviously, it is useless to manufacture goods unless the manufacturer or his agency informs the customers for whom the goods are intended, that the goods are available.
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