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You searched Library Catalogue - Title: Business accounting / Leong Fook Chee and Wong Sei Van
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Call Number (WOU)
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SP CEMBA 2013 30
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Author
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Chin,Yen Nee
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Title
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Influence of promotional mix affect sales performance of softdrink industry / Chin Yen Nee
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Abstract
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The research study is to examine the influence of promotional mix affect sales performance of softdrink industry: An Analysis of Coca-Cola softdrink Company in Penang, Malaysia.
In chapter one will include the study of softdrink background, problem statement, research questions, research objectives and competitor analysis. In order to further understand the key point highlighted in the research, chapter one also define the definition of the key point for the study.
In chapter two will start to further study regarding the literature review. Information get for literature review are from internet, book, journal, magazines and newspaper. By studies the previous research from other researcher, it will enable more information to be written in current study. Chapter two also had some study discussion about the important and evaluation of sales performance from independent variables and dependent variable. Theoretical framework and hypothesis testing were carried by at chapter two to further explore for the study topic.
In chapter three, it will review about the method being used for research which would include data collection, sample collection, questionnaire design and analysis of quantitative data by using Self-Propelled Semi-Submersible (SPSS) version 20 software.
Chapter four will be more emphasis on the result obtained from the quantitative analysis. There are three test carried out by the software: Factor Analysis, Reliability Analysis and Multiple Regression Analysis. Chapter five will be more emphasis on the conclusion and discussion for the research. There were two types of implication for this study: theoretical and managerial implications. There are also some limitation exist during the research.
By exploring to the five chapter of the research, it will give an opportunity for the softdrink company to further explore the market segment and also requirement from the consumers. It will also enhance the global economy growth by providing the study for the softdrink company to increase the sales volume from promotional strategies. Besides that, the research study also gave an opportunity to the consumers group to understand further regarding the softdrink company promotional strategies and create the brand awareness towards the particular softdrink brand.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2013
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Physical Description
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95 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Soft drink industry -- Malaysia
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Subject
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Sales performance
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