Abstract: This study examined the effect of integrated marketing communications on sales volume of firms in Nigeria’s Food and Beverage industry. Competition in the Food and Beverage industry have given firms an uphill task of using all the marketing arsenals to reach and retain their customers bearing in mind that it is more costly to get a new customer than to maintain existing ones. Recently, marketers’ concern about the marketing communications expenses and resultant sales have greatly increased, hence an enduring search for variables that when integrated will increase sales volume becomes evident. Opinions of 200 employees of the industry were sought on the subject matter through questionnaire instrument. It was observed that there is a positive and significant relationship between IMC variables and sales volume with the exception of public relations which showed positive but insignificant effect on sales volume. The researchers recommended that more emphasis be placed on direct marketing and sales promotion even as more resources should be allocated to advertising as it paves way for other promo-tools to yield desired results.
Keywords: Integrated Marketing Communications (IMC), Sales volume, Competition, Nigeria.
Title: Effect of Integrated Marketing Communication (Imc) On Firms’ Sales Volume: A Study of Nigeria’s Food and Beverage Industry
Author: Emeh, Prince C, Anyaogu, Peter M., Kalu, Innocent N.
International Journal of Interdisciplinary Research and Innovations
ISSN 2348-1218 (print), ISSN 2348-1226 (online)
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