THE IMPACT OF PRICING AND MARKETING OF BEVERAGE IN ENUGU STATE (A CASE STUDY OF CADBURY (NIG PLC ENUGU)

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ABSTRACT

The purpose of this study was to find out the impact of pricing in marketing of beverages in Enugu state using Cadbury Nig Plc Enugu as a case study. This management of Cadbury Nig Plc Enugu ethically examined how pricing can create an impact on the marketing of beverage in the country particularly at Enugu. This is in the view of making some useful recommendation on the improvement of their pricing.

The questionnaires was structured on two sections. Section one is related to personal information on the respondents while section two contains the general questions on the research study.

From the data collected and analyzed through the consumers of Cadbury Nig Plc Enugu the management and staff and other respondents it was discovered that price has positive impact on the company’s products. The consumer and staff agreed that pricing strategy used by the company would enhance the profitability and improve the marketing performance of the company (Cadbury Nig Plc Enugu).

It was equally found out that the present prices of beverages has a positive effect on the buying habits of consumers while about % are been discouraged by the price of Cadbury Nig Plc Enugu.

Recommendations were however made that the company should put more effort on the prices of the products.

TABLE OF CONTENT

Cover page

Title page

Certification

Dedication

Acknowledgement

Table of content

List of tables

Abstract

Chapter one

1.0 Introduction

1.1 Background of the study

1.2 Statement of problem

1.3 Purpose of the study

1.4 Scope of the study

1.5 Research question

1.6 The significance of the study

Chapter two

2.0 Review of literature

Chapter three

3.0 Research methodology

3.1 Research design

3.2 Area for the study

3.3 Population of the study

3.4 Sample and sampling procedure

3.5 Instrument for the data collection

3.6 Validity of the instrument

3.7 Reliability of the research instrument

3.8 Administration of the research instrument

3.9 Method of data analysis

Chapter Four

4.0 Presentation and analysis of data

4.1 Research question

4.2 Summary of findings/ result

Chapter Five

5.0 Discussion of result/findings

5.1 Research question one

5.2 Conclusion

5.3 Recommendation

5.4 Implication of the research findings

5.5 Suggestion for further research

5.6 Limitation of the study

References

Appendices

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THE IMPACT OF PRICING AND MARKETING OF BEVERAGE IN ENUGU STATE (A CASE STUDY OF CADBURY (NIG PLC ENUGU)

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