CHAPTER ONE: INTRODUCTION

1.1          Background to the Study                                                               1-4

1.2          Statement of the Problem                                                               4-6

1.3          Objective of the Study                                                                   7

1.4          Research Questions                                                                        7-8

1.5          Research Hypothesis                                                                      8

1.6     Justification of the Study                                                               8-10

 1.7    Scope of the Study                                                                          10

1.8     Research Methodology                                                                  10

1.9     Organization of the Study                                                              10-11

CHAPTER TWO:  LITERATURE REVIEW 

2.0      Introduction                                                                                   12

2.1     Conceptual Framework                                                                  12-13

2.1.1  The Role of Advertising                                                                13-15

2.1.2  Forms of advertising                                                                      15-16

2.2         Sales Volume                                                                                                        16-18

2.2.1  Sales Process                                                                                  18-21

2.2.2  Importance of Effective Sales Process                                          21-22

2.2.3  Outcomes of Sales Processes                                                         22-24

2.2.4  Relationship between Advertising and Sales Volume                      24-27

2.3     Theoretical Framework                                                                  27-30

CHAPTER THREE: RESEARCH METHODOLOGY 

3.1     Introduction                                                                                    31

3.2     Research Design                                                                            31

3.3     Research Population and Size                                                        31-32

3.4     Sample and Sampling Technique                                                  32-34

3.5    Method of Data Collection                                                            34

3.6    Research Instrument                                                                      34-35

3.7     Method of Data Analysis                                                               35-36

3.8     Model Specification                                                                      36-37

CHAPTER FOUR: DATA PRESENTATION AND INTERPRETATION

4.1     Introduction                                                                                    38

4.2     Data Presentation and Result                                                         38

4.2.1  Presentation of Data                                                                       39-43

4.2.2 Re-statement of Research Hypothesis                                                                 44

4.3     Data Analysis of Formulated Hypothesis Model Summary                       44

4.3.1 Interpretation of Result                                                                   45

4.3.2 Discussion of the Findings                                                              45-49

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSIONS, RECOMMENDATIONS AND SUGGESTIONS FOR FURTHER STUDIES

5.1     Summary of Findings                                                                    50-51

5.2     Conclusions                                                                                    51-53

5.3     Recommendations                                                                          53-54

5.4     Suggestions for Further Studies                                                     55

          BIBLIOGRAPHY                                                                        56-59

          APPENDIX                                                                                   60-63

This study investigated advertisement and sales volume using the detergent manufacturing firms in Nigeria; other objectives were: to examine the impact of advertisement on sales effectiveness of manufacturing firms, to examine the relationship that exists between advertisements and sales strategies of manufacturing firms, to determine the effect of advertisement on sales volume of products with close substitutes and to determine other factors that influence sales volume of manufacturing firms.

The ordinary least square method of data analysis was used to analyze primary data generated. The result of analysis showed the relationship between the tested variables. Where: advertisement (independent variable) with a figure of 2.933 and sales volume (dependent variable) with a figure of 7.306 were tested simultaneously at 5% level of significance respectively.

Form the result of the analysis it was confirmed that advertisement has significant impact on sales volume. It was also recommended that Manufactures of detergent should ensure the marketing of detergent products to retailers for use by households which is one of the methods of reaching the end consumer. Manufactures of new locally-based detergent should market their detergent products with the aid of bulk discounts. This will capture the industrial business users of detergents. Producers of new detergent ventures should assess how to use e-commerce facilities to penetrate the detergent industry and competitive effectively. Producers of new detergent should have clear strategies in place to effect a sustainable business and ensure effective purchase decision of their customers. The detergent industries should choose the most effective media for advertising. A media that is affordable by many people for example radios.