ABSTRACT
The study was designed to examine the effect of sales promotion on market performance in PZ Cussons Nigeria Plc Aba, specifically the personal characteristics of the respondent were examine, factors that influence sales promotion were examine, benefit of sales promotion was evaluated and extent to which sales promotion affects market performance. A survey method was used, this enabled the researcher get the opinion(s) of respondents of the effect of sales promotion on market performance with 120 respondent from the state using a well-structured questionnaire. Descriptive analytical tools such as mean, frequencies, percentage, standard deviation and “X2” test statistical method was used in data analysis. Result shows that, majority of the respondent reported experience as a key factors that influences sales promotion. All the raribles of benefit of sales promotion were accepted by the mean range used for decision which is 3.0 and above. Furthermore result shows that respondent agreed to a very high level that sales promotion affects market performance. The hypothesis tested using chi-square (X2) method show that there is significant relationship between sales promotion and company market performance and that sales promotion led to improves profitability of company. The study therefore recommend that PZ Cussons and manufacturing organizations in general, may engage always in more promotional mix strategies, and also tend to be creative to consumers; this in turn would enhance and boost sales revenue and promote sales.
TABLE OF CONTENTS
Title page - - - - - - - - i
Declaration - - - - - - - - ii
Certification - - - - - - - - iii
Dedication - - - - - - - - iv
Acknowledgement - - - - - - - v
Table of Contents - - - - - - - - vi
List of Tables - - - - - - - - ix
Abstract - - - - - - - x
CHAPTER ONE
INTRODUCTION
1.1 Background of the study - - - - - 1
1.2 Statement of the Problem - - - - - 3
1.3 Objectives of the Study - - - - - - 3
1.4 Research Questions - - - - - - 4
1.5 Research Hypothesis - - - - - - 4
1.6 Significant of the Study - - - - - - 4
1.7 Scope of the Study - - - - - - 5
1.8 Limitation of the Study - - - - - - 5
1.9 Definition of Term - - - - - - - - 6
CHAPTER TWO
REVIEW OF RELATED SALES PROMOTION
2.1 Concept of Sales Promotion - - - - - 7
2.2 History of Modern Sales Promotion - - - 11
2.3 The Role of Sales Promotion in an Organization - 12
2.4 Objectives of Sales Promotion - - - - 12
2.5 Characteristics of Sales Promotion - - - - 15
2.6 Measuring the effectiveness of sales promotion - - 16
2.7 Sales Promotion Tools - - - - - - 16
2.7.1 Consumer Promotion Tools - - - - 17
2.7.2 Trade Promotion Tools - - - - - 20
2.7.3 Sales Force Promotion - - - - - 21
2.7.4 Advantages of Sales Promotion - - - - 23
2.8 Problems of Sales Promotion - - - - 23
2.9 Sales Promotion Strategy and Management - - 24
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Research Design - - - - - - 25
3.2 Area of the Study - - - - - - 25
3.3 Population of the Study - - - - - 26
3.4 Determination of sample size - - - - 26
3.5 Method of Data Collection - - - - - 28
3.6 Sample Technique - - - - - - - 29
3.7 Method of Data Analysis - - - - - 29
3.8 Validity - - - - - - - - 30
3.9 Reliability - - - - - - - - 30
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1 Data Presentation - - - - - - 31
4.1.1 Age of Participants - - - - - - 31
4.1.2 Sex of Participants - - - - - - 33
4.1.3 Marital status of Participants - - - - - 33
4.1.4 Level of education of Participants - - - - 34
4.1.5: Participants Experience - - - - - 35
4.2 Factors that Influences sales Promotion - - - 36
4.3 Benefit of Sale Promotion - - - - - 37
4.4 Sale Promotion Strategies - - - - - 39
4.5 Extent of Sale Promotion on Sale Performance - - 41
4. 6 Test of Hypothesis - - - - - - 42
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary - - - - - - - - 47
5.2 Conclusion - - - - - - -- - 49
5.3 Recommendation - - - - - - 50
References - - - - - - - - 51
Questionnaire
LIST OF TABLES
Table 4.1: Distribution of questionnaire - - - - 31
Table 4.2: Distribution of Respondents based Age - - 32
Table 4.3: Distribution of respondents based on sex - 33
Table 4.4: Distribution of Respondents based on marital status 33
Table 4.5 Distribution of respondent based on level of education 34
Table 4.6: Distribution of respondent based on experience - 35
Table 4.7: Distribution of respondent based on factors that
influences sales promotion - - - - 36
Table 4.8: Distribution of respondent based on benefit of sale
Promotion - - - - - - 38
Table 4.9: Distribution of the respondents based on sale
promotion strategies - - - - - 40
Table 4.10 Distribution of the respondents based on extent to
which sale promote sale affect sale performance 41
Table 4.11: Response to question 28 and 30 - - - 43
Table 4.12: Test of hypothesis 1 - - - - - 43
Table 4.13 Response to question 29 and 31 - - - 45
Table 4.14: Test of hypothesis 2 - - - - 46
CHAPTER ONE
INTRODUCTION
1.1 Background of the study
Sales promotion stimulates consumer purchase and aim dealer effectiveness. The basic aims of every business organization are survival and profitability. It is believed that the survival and growth of a business organization depend on the rate at which their products are being demanded and purchased. The intense competition for retail shelf space and the desire on the part of brand managers to show quick gains in market share have had an effect on promotional campaigns. Companies keep offering more valuable prices in an effort to draw customers from the competitions. A business organization should be able to satisfy its customers if it must remain in business in terms of protecting customers safety, producing quality and attractive goods and services and making them available where they are needed at the right place, time and price because customers are to patronize a product or service only when they are aware of its existence quality, price and availability which can be
achieved through element of promotional mix as stated by Kotler (2004) which includes;
v Adverting
v Sales promotion
v Publicity
v Public relation
v Personal selling
Sales promotion is one of the elements of the promotional mix which is a result of the element of marketing mix which include: price, promotion, Product, Place (distribution).Sales promotion can be define as a promotional methods using special short-term techniques to persuade members of a target market to respond or undertake certain activity. Some manufactures of goods and services who don’t promote their product face the problem of their product and service not being known to the public as a result of this, consumers may not be able or cannot easily choose any product or services in the market that they are not familiar with. This study therefore will provide the basic of sales promotion for manufactured product as it is planned and used by Pz Cusson Nigeria Plc Aba, Abia state.
1.2 Statement of the Problem
Companies fear that heavy couponing which represents a significant proportion of all sales promotion is evaporating brand loyalty and turning retail brands into commodities. Some customers may not buy their usual brand if they do not have cent-off coupons, marketers have also noticed an increasing tendency among shoppers who do not use coupons to simply buy the cheapest brand in the store. Experts believe that to avoid these problems companies will have to adjust the way promotions are being used. Consumers goods are very important to all since we are all consumers of one product or the other. Consumers goods bring comfort, pleasure and satisfaction to human beings because everyone want to get value for his or her money, the decision to buy or to not to buy set in.
1.3 Objectives of the Study
The broad objective of this study is to determine the effect of sales promotion on the market performance of the company.
i. To evaluate factors that influence sales promotion.
ii. To asses the benefits of sales promotion involved in meeting the needs or wants of consumers.
iii. To asses sales promotion strategies adopted by the company.
iv. Investigate the extent to which sales promotion affects market performance of the company.
1.4 Research Questions
The research questions include:
i. What factors influence sales promotion activities?
ii. What are the benefits associated to sales promotion adopted by the company?
iii. What are the sales promotion strategies adopted by the company?
iv. Sales extent do sales promotion affect market performance of the company?
1.5 Research Hypothesis
The following hypothesis shall be tested:
Ho1: There is no significant relationship between sales promotion and company market performance.
Ho2: Sales promotion does not lead to improve profitability of the company.
1.6 Significant of the Study
The study is based on the effects of sales promotion on market performance of PZ Cusson Nigeria Plc, Aba, Abia State.
The significant of the study is to enable the company to;
i. Create brand loyalty and preference which will enable them to handle sales promotion more effectively and efficiently so as to achieve organization optimum goals.
ii. It will also help to educate and enlighten consumers on the product information before making their purchases decision.
iii. It would expose the researcher in solving marketing problems in a systematic way and also help in breading his/her knowledge in future marketing role in any organization.
1.7 Scope of the Study
The study which is on the effect of sale promotion on market performance Pz Cusson Nigeria Plc Aba, Abia State. However reference will be made to cover the whole of Nigeria.
1.8 Limitation of the Study
The following factors affect the research,
a) Finance: the cost of money needed is too much, most especially in the data collection exercise and visiting respondents for interviews.
b) Time: the time frame given for the completion of this project work is short and hard to be combined with class work and examination.
c) The distance is somehow far from the registration.
1.9 Definition of term
Sales Promotion: This is defined as the function of marketing which seeks to achieve a given objective by the product or services
Consumers: This can be defined as an individual who purchase goods and services offered for sale in order to satisfy persona or house hold needs, desires ,and want etc.
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