Abstract:It is an arguable fact that Africa is a fast emerging market considering its hugehuman and natural recourses. It is hard to think of any reason why any bigglobal brands would resist a bite of the big apple.Nigeria, been the most populous African country, the second largest economyand the world sixth largest oil producers (OPEC 2010) with a very vibrantbusiness environment. I am proud to say Nigeria is a destination of major hostto big brands of Beverage companies.My dissertation focuses on analyzing marketing mix used by leading beverageproducers in Nigerian beverage market, to influence consumer decision andbuying behavior. Cadbury Nigeria plc, Nestle Nigerian plc, Nigerian breweries just to mention a few are leaders in the Nigerian beverage market.
I intend to gather data‘s using questioners randomly distributed to different age
group, social class, and geo-cultural difference and also from interviews; Iorganize with marketing managers from at least four of these companies. Usingthe statistical data gathered I will be able to evaluate the impact andeffectiveness of marketing strategies directed towards consumer to influencetheir buying habits, increase sales and subsequently revenue.My studies lead me to conclude that, an effective analyses, implementation andexecution of the 4ps in marketing has lead to increasing sales and revenue forthese companies. This could be attributed as the reason why these companiesallocate substantial amount of their revenue towards creating awareness for theirproduct using different advertising and promotional tools.
Keywords: Marketing, Consumer behavior, sales promotion, Advertisement,Branding