ABSTRACT
Modern Marketing
companies are increasing recognizing the value of an effective communication
and promotion programme for their public. This includes beverage industries.
Their product encompasses vegetable commodities that significantly affect our
life’s. However, this product dealt on the “the impact of promotional
activities on the marketing of Golden Morn product in Enugu metropolis. The was
divided into five chapter. The chapter one contained the introductory part of
the project. Literature review, research design, data presenting and analysis,
conclusion and recommendation made up other four chapters. The research made
use of both primary and secondary data, structured questionnaires were the
methods used for the collection from textbook and various research material.
The research used population of 465072 selected randomly. But using taro
Yamani, a sample size of 400 was used. In chapter four table and chi-square was
used as a statistical tool for analyzing the data. In which the recommended
that the price of Golden Morn product should embark on aggressive promotion
activities and sales promotion to real their target customers and reduce and
the target customers and reduce an activities of competitors. The concluded
that they showed he used by the company to reduce the effect of competitor and
help to maintain stable price for their product.
TABLE OF CONTENTS
Title
page - - - - - - - - - - -- -- - -
- - - - - - - - - - - - - - - - - - - i
Approval
page- - - - - - - - - - -- -- - -
- - - - - - - - - - - - - - - - -ii
Abstract - - - - - - - - - - -- --
- - - - - - - - - - - - - - - - - - - -
- -iii
Acknowledgement-
- - - - - - - - - -- -- - -
- - - - - - - - - - - - - --iv
Abstract - - - - - - - - - - -- --
- - - - - - - - - - - - - - - - - - - -
- -v
Table
of content- - - - - - - - - - -- -- - -
- - - - - - - - - - - - - - - -vi
CHAPTER ONE
1.1 Background
to the study- - - - - - - - - - -- -- - -
- - - - - - -1
1.2 Statement
of problem- - - - - - - - - - -- -- - -
- - - - - - -- - 1
1.3 Purpose
of the study- - - - - - - - - - -- -- - -
- - - - - - - - - -1
1.4 Significance
of the study- - - - - - - - - - -- -- - -
- - - - - - -1
1.5 Research
question- - - - - - - - - - -- -- - -
- - - - - - -- - - - -1
1.6 Scope
of the study- - - - - - - - - - -- -- - -
- - - - - - -- - - -- -1
1.7 Definition
of terms- - - - - - - - - - -- -- - -
- - - - - - -- - - - -1
1.8 Formulation
of Hypothesis- - - - - - - - - - - - - - - - - - - - - - 1
CHAPTER
TWO
Literature
Review
2.1 Overview-
- - - - - - - - - -- -- - -
- - - - - - -- - - - -- - -----------1
2.2 The
Marketing Mix--------------- - - - - - -
- - - --
-- - - - - - -1
2.3 Overview
of Promotion - - - - - - - - - - - - - - - - - -- --
- - - -1
2.4 The
Promotion Mix------- - - - - - - - - - - - - - - - - - - - - - - - -1
2.5 Nature
and Importance of Marketing Promotion----------------1
2.6 The
Promotional Objective----------------------------------------1
2.7 The
Impacts of Promotion on Marketing------------------------1
CHAPTER
THREE
Research
Methodology
3.1 Design
of the study- - - - - - - - - - -- -- - -
- - - - - - -- - -1
3.2 Area
of the study- - - - - - - - - - -- -- - -
- - - - - - -- - - - -
3.3 Population
of the study- - - - - - - - - - -- -- - -
- - - - - - -1
3.4 Sample
of the study- - - - - - - - - - -- -- - -
- - - - - - -- - -1
3.5 Validation
of instrument- - - - - - - - - - -- -- - -
- - - - - - -1
3.6 Distribution
and retrieval of instruments- - - - - - - - - - ----1
3.7 Method
of data analysis- - - - - - - - - -
-- -- - - - - - - - - --1
CHAPTER
FOUR
4.1
Data
Presentation and Analysis- - - - - - - -
- - - - - - - - - - - 1
4.2
Presentation and Analysis of data collected
from Questionnaire Distributed to
relevant staff
and Golden Morn Enugu - - - - - - - -
- --
-- - - - - - - - - - - 1
4.3
Presentation
and test of Hypothesis- - - - - - - - - - - - - - - ---1
4.4
Discussion
of findings- - - - - - - - - - -- -- - -
- - - - - - - - 1
CHAPTER FIVE
Summary of Findings, Conclusion and
Recommendation
5.1
Summary of findings- - - - - - - - - -
-- -- - - - - - - - - --- - - 1
5.2
Conclusion- - - - - - - - - - -- -- - -
- - - - - - -- - - - - - - - - - 1
5.3
Recommendation- - - - - - - - - -
-- -- - - - - - - - - -- - - - - --1
5.4
Limitation
of the study- - - - - - - - - - -- -- - -
- - - - - - -- - - -1
5.5
Suggestion
for further research. - - - - - - - - - -
-- -- - - - - -
References-
- - - - - - - - - -- -- - -
- - - - - - --- - - - - - - - - - - - - -1
Appendix
A-
- - - - - - - - - -- -- - -
- - - - - - -- - - -- - - - - - - -- - -1
Questionnaire-
- - - - - - - - - -- -- - -
- - - - - - -- - - - - - - - - -1
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
One
of the major pillars of marketing is the provision of goods and services to
satisfy the needs and wants of the consumer data profit to the firm. Thus the
provision of product for the satisfaction of the consumer or customer is the
focus of marketing thereby making product a fundamental tool of marketing. But Ebue
(1990:1) stated that if your product, package it brilliantly, price it, rightly
distribute it well and position it to best meet the needs of customer you must
have wasted all the marteting skills if nobody knows you have those things.
your customers will only know through promotional activities.
it
becomes imperative that a firm must not only create high quality goods that
meets the expectations of the target market but tell success story. That is
disseminate information about the product attributed and benefits to the target market. Adirika,
Ebue and Nnolim (2006:35), see promotion as the component used by the
organization to inform, educate and persuade the market regarding the company’s
offerings:- advertising, personal selling sales promotion, publicity and public
relations are the major variable of promotional tools.
The
myopic thinking in Nigeria, that the money spent in promotional activities is a
waste should not crop up at all although, we are operating in a seller market
where companies can sell their goods and service even without adequacy
promotion. There is no guarantee that such a situation will continue forever. Promotion
like distribution is one of the elements of the firm marketing mix and it seeks
to inform the public of the availability of goods and services and their
communication and those in consumption. The need for product promotion can
often persuade and so can be a useful means to a desirable social change if
well utilized.
Modern
marketing companies are increasing, recognizing the value of an effective
communication and promotion programme for their entire public. This include beverage industries for
sometimes now is very lucrative, this has brought so many beverage industries
into their market, thus leading to competition beverage industries should pay
adequate attention to the issues that involve decision making in designing an
appropriate promotion strategies for survival. it is because of the importance
of promotion not only as tool for information the company that the research
tries to examine the impact of promotional activities on marketing product.
1.2 STATEMENT OF THE PROBLEM
Here,
many consumers do not patronize a company’s product when they are ignorant of
its existence. Insufficient and inadequate use of marketing communication tools
lead to low sales turnover. Given the competitive pressure attributable to
escalating cost, increased industrial concentration as the result of
acquisitions and mergers, the threat of product obsolescence inherent in
accelerating technological innovation. It is clear that promotional polices
have becomes questions of actuate importance to the manufacturer as well as the
marketer.
There
has been a sharp increase in the number
of beverage products (both locally fractured and imported) Thus leading
to competition and this competition is becoming fierce and cutthroat. In fact,
the creation of an effective promotional strategies would be an essential step
towards creating a marketed.
1.3 PURPOSE OF THE STUDY
These
objectives are;
1.
To know how effective each of the
promotions has been increasing the beverage’s market shares in Golden morn.
2.
To know the impact o each promotion such
as advertising, sales promotion, personal selling and publicity on the Gold
morn;
3.
To determine the relationship between
promotion and consumers patronage Golden morn income.
4.
To determine the impact of promotion and
consumers awareness or marketing Golden morn in Enugu metropolis.
5.
Promotional
activities adopted by Golden morn in Enugu metropolis in increased sales volume.
1.4 SIGNIFICANCE OF THE STUDY
Promotion
is not complete until the golden morn ends up being consumed. The study will be
of great benefits to the industry as well as individuals. This study will help
the researcher appreciate how to use promotional activities in introducing and
increasing sales of any product. It will also enable the company gain their
confidence and goodwill. This study will help customers to improve their standard
of living as they had been made aware through promotion. It will equally be of
great benefits to readers and researchers and more over it will widen their
scope of understanding and knowledge of promotion.
1.5 RESEARCH QUESTION
1.
Does sales promotion influence the
buying habit of golden morn?
2.
How do you get to know about the golden
morn Nigeria Plc?
3.
Which of these promotional activities
have golden morn Nigeria Plc adopted?
1.6 SCOPE OF THE STUDY
This
study is designed to examine promotional activities on the marketing of golden
morn. This study is restricted to Enugu State. it will cover the management
staff and consumers that are been exposed to the golden morn production.
This
study concentrated on the impact of promotion on the marketing of golden more product
performance with this particulars interest on golden morn.
The
study intends to figure out how the promotional tools techniques such as
advertising personal selling, sales promotion, publicity and public relation
will be used in proving the company’s performance with particular interest on
marketing of golden morn in Enugu metropolis
1.7 DEFINITION OF THE TERMS
MARKETING
Marketing
is defined as human activity directed at satisfying needs and wants through
exchange process (Kotler, 1980:9).
PACKAGING
Packaging
is refers to as what is used to protect the product from damage shipping and
handling and to lesson spoilage if the product is exposed to air or other
elements.
DISTRIBUTION
Distribution:
the process of marketing and supplying goods to realtors especially.
COMMUNICATION
Communication:
According to Udeagha (2003:313) is the interchange of though, ideas and
information between two or more persons.
PROMOTION
Promotion:
This includes advertising sales promotion publicity, personal selling and
direct marketing (Adirika, 2007).
PRODUCT
Product:
A product is defined as a good services, or idea consisting of a bundle of
tangible and intangible attributes that satisfies consumers and received in
exchange for money or some other unit of value (Kolter 2005: 276)
1.8 FORMULATION HYPOTHESIS
Ho:
Promotional activities influence consumer
patronage of Golden Morn in Enugu metropolis
H1:
Promotional activities does not
influence consumer patronage of Golden morn in Enugu metropolis
Ho:
Promotional
activities do increase market share of golden morn in Enugu metropolis
H2:
Promotional activities do not increased the
market share of Golden morn in Enugu metropolis.
Ho: Promotion activities
help in achieving the objective of Golden Morn.
H3: Promotion activities
does not help in achieving the objective of Golden Morn
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