ABSTRACT
This research work is the effect of promotional strategies on consumer’s patronage of Corrugated Roofing Sheets in Enugu State (A study of Emenite Nigeria Limited) in this research process the major objective was to determine the effect of promotional strategies on consumer’s patronage of corrugated roofing sheets. The specific objective includes knowing whether consumers of corrugated roofing sheets rely heavily on promotional mix before they make purchase. This also constituted the major research hypotheses which guided the framework. However, the researcher used a population of 3.3 million and a sample of 246 which was arrived through topman’s scientific formula. Thereafter the researcher during this project work, and based on the result of the analysis conducted on the data collected, found out that majority of the respondents were within 27-35 years bracket; majority of the respondents being businessmen/women. Almost all the respondents affirmed that promotional strategy motivated to purchase Emenite Corrugated Roofing sheets. The analysis also revealed that of corrugated roofing sheets more than other promotional elements. Based on the findings, the researcher concluded that since majority of the respondents has basic formal education, effort should be geared towards improving public relation campaigns and publicity. However, the researcher recommend that the firm should continuously be upgrading budgetary allocation on promotional strategies especially publicity, so as to harness the golden opportunities available within the market.
TABLE OF CONTENTS
Declaration
i
Certification ii
Dedication
iii
Acknowledgment iv
Table
of Contents v
List
of Tables vii
Abstract viii
CHAPTER ONE
INTRODUCTION
1.1
Background of the Study 1
1.2
Statement of the Problem 3
1.3
Objective of the Study 4
1.4
Research Question 5
1.5
Research Hypotheses 5
1.6 Significance
of the Study 6
1.7 Scope
of the Study 7
1.8 Limitation
of the Study 7
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 Concept of Promotion 8
2.1.1 Promotional
Strategies 8
2.1.2 Promotional
Mix 8
2.2.3 Nature
and Importance of Promotional tools on Consumers 10
2.2 Roles
of Promotional Mix/tools 11
2.2.1 Companies
use promotional strategies to achieve many objectives 11
2.2.2 Emenite
Limited 13
2.3 Promotional
Budget 14
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
3.1 Research
Design 17
3.2 Area
of the Study 17
3.3 Population
of the Study 17
3.4.1
Sample, Sampling Technique and Sample Size 18
3.5 Data Collection Procedure 19
3.5.1
Instruments used in gathering data 19
3.5.2: Questionnaire
Design 19
3.6 Source
of Data 20
3.6.1
Primary Data 20
3.6.2
Secondary Data 20
3.7 Validity and Reliability 20
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
CHAPTER FIVE
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.1Findings 40
5.2 Conclusions 42
5.3 Recommendations 43
REFERENCES
APPENDIX
LIST OF TABLES
Table 4.1.1: On
Questionnaire Administration 22
Table 4.1.2: On
Sex Distribution 23
Table 4.1.3: On
Age Distribution 23
Table 4.1.4: On
Marital Status 24
Table 4.1.5: On
occupation of respondents 24
Table 4.1.6: Educational
Qualification 25
Table 4.1.7: On
whether respondents have bought corrugated Roofing sheets 25
Table 4.1.8: If
“Yes” which corrugated roofing sheets have you bought before? 26
Table 4.1.9: On
whether Emenite the corrugated roofing
sheets were of high
quality? 27
Table 4.1.10: On what motivated respondents to purchase the corrugated roofing sheets? 28
Table 4.1.11:
On which of the promotional Mix/Elements that have effect
on consumer patronage 29
Table 4.1.12: On whether Promotional Mix/Element enhances brand loyalty 30
Table 4.1.13: On which of the promotional mix/element that most enhance brand loyalty 31
Table 4.1.14: On which of the promotional element that have effect on sales volume of corrugated roofing sheets. 32
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Manufacturing
organization adopt various strategies inputs to promote the sale of their
products. Some of such strategies make tremendous impact on consumers, in the
way of inducing such consumers to make purchase of the company's products, some
make the opposite impact. Some strategies constitute almost a repelling factor
to the sale of some products; most researchers have tried to appraise the
degree of effectiveness of any strategies in the fact of compelling consumers
to patronize the purchase of corrugated rooting sheets Donnermult W.P (2012).
Promotional strategies refer to the device for accomplishing objectives. The
development of promotional strategy refers to the judicious selection of
suitable promotion tools and the design of effective promotion mixes for the
prevailing conditions Engel J.F (2011).
Ehikwe (2005) defined
promotion as any marketing effort whose functions is to inform or persuade
actual or potential consumers about the merit of a given product or services for
the purpose of inducing either to continue or to start purchasing the firms
products or services at some given price.
Incidentally, Nigeria has
many roofing sheet industries scattered all over the country. Some of these
industries try to come up with characteristic strategies to induce the sale of
their product.
The corrugated Roofing
sheets industries adopts such strategies as distribution,
sample gifts, promotional
budget etc.
The strategies have the
objectives of inducing larger customer patronages and repeat purchase emphasis.
Whether these strategies accomplish any objectives or
which of them make the
expected impact on consumers of corrugated roofing sheets or not, is part of
the study of this exercise.
Eminite Limited, the focus
of this study is one of the best known manufacturers of Corrugated Roofing
Sheet in Nigeria they engaged and use some promo tools tocreate awareness of
their products.
They also employ
promotional budget options which create impacts on consumers purchase; they also
use price-cut strategies. This also creates an impact on the consumers because
they buy more when awareness is created and also when there is fall in price.
These strategies they adopt leads to increase in their market share.
However, when the amount
budgeted for promotion is low, there will be low profit but if the amount
is high, there will be higher sales reflection. This states to prove that
higher the amount budgeted on promotion the greater the impact it creates on consumer".
When the price is high there is little or Impact on the sales and also on
consumer's purchase.
Belch and Belch (2009)
also noted that promotional strategy play active roles pushing products to
customers by creating awareness arousing interest, generating acceptance,
inducing action and reminding customer of new existing products. Promotional
strategies are planned activities which involves the use of the appropriate
communication message through (Electronic Media, print media, Bill Board and
vehicle and advertising).
The preliminary research
carried out shows that the promotional strategies mainly carried out by this
Roofing Sheet Organization are advertising, sales promotion, personal selling
and public relations. Previous research observed - that these strategies are
used to influence, persuade and attract the consumers to make a favourable
purchase.
1.2 Statement of
the Problem
This study seeks to find
out the extent to which Roofing Sheets industries carryout promotional
activities in their operations. It seeks to know how promotional decision in
Corrugated Roofing Sheets Manufacturing Industries are made and how they
consequently influence consumers patronage for the products considering the
fact that Nigeria is currently experiencing economic depression high devaluation
of currency currency (Naira) these situation have seriously affected the and
ability to build a home, because shelter, according to Abraham low, is
one of the physiological need of man. But it's now seen as what one t afford
because of lack of purchasing power.
ier problem that may Emenite
is that the Corrugated
Roofing Sheets rise may not have been
using aggressive promotional strategies that will 'create impact on consumers
by stimulating their purchase. This project seeks to examine the impact of promotional
strategies of the company on consumers of its products especially on Corrugated
Roofing Sheets and also to find out new strategies that will be helpful and
contribute to the objectives of the company.
1.3 Objective of the Study
Any research study
undertaken is geared towards achieving certain objectives
which motivates the
researcher into action.
The main objective of the
study is the effect of promotional strategies onconsumers of corrugated roofing
sheet in Nigeria.
The Specific Objective
are to;
i.
determine whether consumers of corrugated roofing sheets rely
heavily onadvertising campaign in purchasing their product.
ii.
examine the effect of sales promotion on the consumers buying
motives andpattern,
iii.
determine the effect of public relations campaign on consumers
patronage of Emenite corrugated roofing sheets.
1.4 Research Question
The following research
questions will guide the researcher in this study
i.
To what extent does a consumer of corrugated roofing sheets rely
on their advertising campaigns in purchasing their products?
ii.
What is the effect of sales promotion on consumers buying motives
and patterns?
iii.
What are the effects of public relations campaign on the consumer
patronage of Emenite corrugated roofing sheets?
1.5 Research Hypotheses
Ho1: Consumers of Corrugated
roofing sheets does not rely on advertising
campaigns in making their
purchases.
Ho2:Sales promotion does not
have effect on consumers buying motives andpattern.
Ho3: Public relations campaign
does not have effect on consumer patronage of Emenite corrugated
roofing sheet.
In this study, the researcher will
limit his focus on three hypotheses to elicit the requirement
information solutions to the research questions earlier asked in the study.
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