Effect of Promotional Tool on Product Development in Food and Beverages Industry in Enugu State, Nigeria

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• September 20, 2023
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Nnachetam Odinaka¹, Muhammed Abdulrasheed², Chijioke Clifford Madumere³, Moses Uko Samuel⁴, and Elizabeth Uzoamaka Okechukwu⁵

¹²³⁴ESUT Business School, Department of Business Administration, Enugu State of university of science and technology, Nigeria
⁵Department of Business Administration, Enugu State of University of Science and Technology, Nigeria

Abstract The study evaluated the effect of promotional tool on product development in food and beverages industry in Enugu state, Nigeria.  The Specific Objectives were to: examine the effect of advertising on the physical expansion of products and determined the extent the effect of sales promotions on improvement in products of food and beverages industry in Enugu state, Nigeria.   The area of the study was Enugu State. The study used the descriptive survey design approach. The primary source of data was the administration of questionnaire.  A total population of 912 staff was used. The adequate sample size of 270, using Freund and William’s statistic formula at 5 percent margin of error was used. 244staff returned the questionnaire and accurately filled. Data was presented and analyzed using Likert Scale and the hypotheses using Z test. The findings indicated Advertising had significant positive effect on the physical expansion of products, Z (95, n = 224), 5.981 < 8.710 = p. < 0.05 and sales promotions had significant positive effect on improvement in products of food and beverages industry in Enugu state, Nigeria Z (95, n = 224), 7.082 < 8.419 = p < 0.05. The study concluded that advertisements and sales promotion had significant positive effect on physical expansion and improvement in products of food and beverages industry in Enugu state, Nigeria. The study recommended among others that Advertising in the organisation should not be seen as an ordinary assignment which can be assigned to any employee, rather it should be embraced with all seriousness and assigned to individuals who are capable of carrying out the duty efficiently. Keywords Employees’ Extra Role Behavior; Performance; Food and Beverage Manufacturing Firms Citation Odinaka, N., Abdulrasheed, M., Madumere, C. C., Samuel, M. U. & Okechukwu, E. U. I. (2023). Effect of Promotional Tool on Product Development in Food and Beverages Industry in Enugu State, Nigeria. Journal of Business Research and Statistics, 5(2), 1-15 https://doi.org/10.5281/zenodo.8362777