ABSTRACT
The use of sales promotion is becoming one of the most fashionable marketing strategies in the industry. This is because the message conveyed through sales promotion influence the purchasing decisions of consumer this study was therefore carried out to empirically evaluate the effects of sales promotion on sales growth. To achieve the stated objective primary data were collated from questionnaires that were through a field survey. The data collected was analysed using the frequency table and percentage method and one way Analysis of Variance (ANOVA) was used for further statistical inference. The research revealed that sales promotion was considered the most effective promotional element stimulating buyers behavior. The company should conduct market research as a continuous exercise to find out trends in buyers behavior and direct promotional appeal towards shaping such behaviour.
TABLE OF
CONTENTS
Title i
Declaration ii
Certification iii
Dedication
Acknowledgement
Table
of Content
List
of Tables
List
of Figures
Abstract
CHAPTER ONE
INTRODUCTION
1.1.
Background of the Study
1.2.
Statement of Problem
1.3.
Objectives of the Study
1.4.
Research Questions
1.5.
Hypotheses Formulation
1.6.
Significance of the Study
1.7.
Scope of the Study
1.8.
Definition of Terms
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1. Historical Background
2.2. Relevance Models of the Study
2.3. Services rendered by Sales
Promotion
2.4. Methods of Sales Promotion
2.5. Sales Promotion and the sales
force
2.6. Sales Promotion and Middlemen
2.7. Sales Promotion and the
Consumer
2.8. Evaluation of Sales Promotion
2.9. The Purpose and Objectives of
Sales Promotion
2.10. Summary
CHAPTER THREE
RESEAECH METHODOLOGY
3.1. Research Design
3.2. Population the Study
3.3. Sampling Design
3.3.1. Sampling Unit
3.3.2. Sample Size
3.3.3. Method and Procedure of Sampling
3.4. Sources of Data
3.5. Data Analysis Techniques
CHAPTER FOUR
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
4.0. Presentation of Data
4.1. Test of Hypothesis
4.2. Test of Hypothesis One
4.3. Test of Hypothesis Two
4.4. Test of Hypothesis Three
4.5. Discussion of Findings
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1. Summary of Findings
5.2. Conclusion
5.3. Recommendation
5.4. Suggestion for Futher Studies
Reference
Questionnaire
LIST OF
TABLES
Table
4.1.1. Age distribution of the staff
Table
4.2. Sex of the workers
Table
4.3. Marital status of the staff
Table
4.4. Level of Education
Table
4.5. Sales Promotion helps in the
achievement of sales target
Table
4.6. Sales Promotion increases
sales volume
Table
4.7. Sales promotion influences
consumers buying behavior
Table
4.8. Sales Promotion helps in the
achievement of sales target
Table
4.9. Effective of Sales Promotion
can increase sales volume
Table
4.10. Poor packaging can affect the
consumer buying behavior
Table
4.11. The quality of a product of a
product package increase the consumer buying consumer
Table4.12. Cost of product promotion has a positive
influence on the sales volume
Table
4.13. Effective Sales Promotion, the
firms can achieve its sales target
CHAPTER ONE
INTRODUCTION
1.1
BACKGROUND
OF THE STUDY
According
to Boone and Kurtz (1975) The basis of every business organization are survival
and profitability and nothing happens until somebody sells something. It is
then believed that production is incomplete until sales are made at a profit.
Also, consumers satisfaction is usually measured by the level of consumers
demands for a given product or service. Based on the above. It is believed that
the survival and growth of a business organization depend on the rate at which
its output are being demanded.
A
business organization should be able to satisfy the consumer if they want to
remain in business. This involves being able to protect consumer safety,
producing the right goods and services, making them available at the right time
and places where they are needed, at the right price and at a profit for the
organization. This leads to the marketing concept which is simply defined by
Kayode (1986) as the direction of a company’s production and marketing efforts
towards consumers satisfaction and profitability. Consumers are able to
patronize a product or service if only they are aware of its existence,
quality, price and availability.
Fouster
(1982) says that their fundamental aim is to prompt people to take positive
action by placing orders, making inquires and purchasing. Based on the company
under study, emphasis is on whether sales promotion will help to increase sale
target, learning other factors Constant. The efforts made in sales promotion
are directed towards encouraging prompt buying and consumption action by giving
attractive and appealing incentive to the prospective buyers. Scheme and Smith
(1980:465) define marketing as a “total system of interacting business
activities designed to plan, price, promote and distribute wants, satisfying
products and services to present and to potential customers”. From the above
definition, it shows that promotion is accorded a great priority in marketing
activities. As it is known that goods cannot be produced for production sake.
They must have aims and target for which they will serve. Promotion can be a
company’s weapon for changing social and consumer attitude and behavior in a
manner that is variable to his product or services.
Promotion
come in different form such as advertising, public relation and sales
promotion. This research which is on the effect of sale promotion on consumer
purchase and consumption. Specifically centers on sales promotion. The main aim
of sales promotion is to stimulate consumer purchasing and dealer
effectiveness. Sales promotion arises because of an increasing competition in
the manufacturing firms.
It
is against this ground and especially now that the Nigeria economy is in down
turning that promoted the writer to research and find out the impact of sales
promotion on consumer purchase and consumption in Nigeria, the purchase and
consumption of a product with a particular emphasis on the Guinness Nigeria PLC.
1.2
STATEMENT
OF PROBLEM
In
Nigeria, there are enormous increase of sales promotion activities of consumer
product in recent time. The reason may be because sales activities prove to get
result fact. Some industry do not take advantages of the enormous benefit
derivable from a well-planned sales promotional programme. Some industry do not
direct their industrial sales promotion well. In the Guinness brewing industry,
due to staff competition, the cost effectiveness of sales promotion is not
considered competition in the manufacturing firms, profitable sales volume
derivable from reducing cost of sales promotion is not achieved.
It
is against these backgrounds that the researcher is carrying out marketing
researcher to ascertain the effect of sales promotion on consumer purchase and
consumption of brand of Guinness in Imo State with a particular emphasis on the
malta Guinness Nigeria PLC.
1.3
OBJECTIVES
OF THE STUDY
This
study aims to assessing how sales promotion can influence consumers purchase
behavior towards the consumption of Guinness Nigeria PLC brand of beer in Imo
State. Most manufacturing firms especially firms in the brewery industries
embark on sales, creating awareness of either an existing or new brand and
persuading them to patronize the products based on this facts, the following
objectives have to be achieved on the course of this study. The objective of
the study are to;
1. Investigate
the extent to which sales promotion activities will affect the sales volume of
the company under study.
2. Determine
the extent to which sales promotion had contributed in gaining new users and
rewarding existing users of Guinness Nigeria PLC product.
3. Identify
the different sales promotion activities carried out by the firm under study.
4. Identify
the problem or constraints encountered during the course of carrying out sales
promotion activities by the firm understudy.
5. Find
out whether the company understudy is making more sales during sales promotion campaign.
1.4
RESEARCH
QUESTIONS
1. What
is the effect of these sales promotion activities on the sales volume of
Guinness Nigeria plc?
2. What
roles does sales promotion play in influencing buyers behavior.
3. What
does Guinness Nigeria PLC deserve in carrying out sales promotion activities
4. How
does sales promotion influence the profit motive of malt Guinness?
5. Do
sales promotion have any effect on the demand of consumer product?
1.5
HYPOTHESES
FORMULATION
In
the course of this study the following working hypothesis were proposed to help
in guiding this work.
H0:
Sale promotion does not help in the achievement of sales target.
H0:
There is no relationship between sales promotion and increase in sales volume
H0:
Sales promotion does not help to influence consumers buying behavior.
1.6
SIGNIFICANCE
OF THE STUDY
The
fact that the project is surveying issue concerning the effect of sales
promotion on consumer purchased and consumption of brand of beer in Imo State
carried out by Guinness Nigeria PLC and how this research will benefit the
producers in such a way that the report of the findings would be of great
significance to better supervise their sales promotion activities.
This
study will also benefit current and potential business managers and the manager
of all business organization who seek to recognize how significant sales
promotion activities will and sales or bring about increase in sales of a
company’s produce. It will also provide the company under study guild lines by
which they can handle sales promotion effectively in order to achieve the
optimal goal of the organization.
It
will also be beneficial to consumers and customers of Guinness Nigeria PLC Beer
since with sales promotion activities, increase in sales might be achieved and
consumers attitudes is variably influenced.
Finally,
this research work would expose the researches to the solving of marketing
problem in a systematic way and also help in broadening the researchers
knowledge in such a way that it will help her prepare for future task that
might be awaiting her in her work place. Other researchers will also benefit
from this study.
1.7
SCOPE
OF THE STUDY
The
study will examine the effect of sales promotion on consumer purchase and
consumption of brands of Guinness malta in Imo State with an emphasis on the
Guinness Nigeria PLC subsidiary of Aba marketers of Guinness Malt.
There
are many factors which can contribute to the effective sales promotion of
consumer product like quality of the product and other promotional factors like
advertising, personal selling etc but the research only limited itself to that of
sales promotion.
1.8
DEFINITION
OF TERMS
The
following terms are defined as thus;
PROMOTION:
is defined as a deliberate attempt to
influence members of the target market through either or a combination of
advertising, personal selling, sales promotion, and publications
/publicity
for the attainment of set goals (Anyanwu 2003:27)
PROMOTIONAL MIX:
It
is the package of promotion efforts and strategies designed by marketing
executive to attract the attention and arouse the interest of consumers
SALES VOLUME:
This refers to the quantity of sales of
products made over a specific time period usually one year.
CONSUMER BEHAVIOUR:
is the study of individual, group or
organizations and the processes they use to select, secure, use and dispose of
products services, experiences, or ideas to satisfy needs and the impacts that
these processes have on the consumer and society (Perner 2007:2)
SALES PROMOTION:
is
a short term incentive offered by the seller to the consuming members of the
public with a view to induce them to buy and try his goods, services or idea.
(Anyanwu 2003)
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