TABLE
OF CONTENT
Title
page i
Certification ii
Dedication iii
Acknowledgement
iv
Table
of contents vi
CHAPTER ONE
1.1
Background to the study 1
1.2
Statement of the research problem 2
1.3
Objectives of the study 3
1.4
Significant of the study 3
1.5Scope
of the study 3
1.6
Limitations to the study 4
1.7
Definition of terms 4
CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction 6
2.2
Importance of promotion as a marketing mix 7
2.3
The need for promotion 7
2.4
Promotion and communication process 9
2.5
Communication process 10
2.6
Determination of cost implication in promotion 11
2.7
Effective of marketing strategy 12
2.8
Factory encourage the use of sales promotion 13
2.9
Selection of sales promotion method 15
2.10
Planning sales promotion programme 17
2.11
The promotion strategy 18
2.12
Objectives of sales promotion 18
2.13
Promotion objective 20
2.14
Production adoption groups 21
CHAPTER THREE
3.0
Research methodology 25
3.1
Sample and sampling method 26
3.2
Method of data collection 27
3.3
Method of data analysis 28
3.4
Historical background of the case study 29
CHAPTER FOUR
4.1
Introduction 38
CHAPTER FIVE
5.1
Summary 47
5.2
Conclusion 48
5.3
Recommendations 49
REFERENCES
CHAPTER
ONE
1.1
BACKGROUND
TO THE STUDY
The
survival of any business organization defends on a very large scale of the
patronage that it enjoy form those who consumer the product those promotion
mean to push forward to advance in idea in such a way to gain acceptance and
approval for it.
And
also one of the crucial component in the setting of the consumer product is promoted which is
used in pervasion and communication which could either be inform of
advertisement personal selling, sales promotion as a competitor in the market
hope to influence as many consumers as possible to choose their product over
alternative product. Sales promotion is an effective strategy in an
organization and is an important ingredient in most promotional program through
which consumer are persuade and convinced to buy a product or services and
common supported by sales promotion, this belief is strengthened by porter
(1996). Whose work have attempted to spell out experimental analyses of the
theory same promotion in relation to consumption.
Also according to ray wild (year)
promotion is concerned primarily with the persuasion gained largely at securing
increasing the sales of the actual market prior to this study, the researcher
was able to observe restriction in the use of sale promotion show that the
effective promotion strategies will diminish market effort while the presence
of the effective promotion strategic will improve customer satisfaction.
Important of sale promotion at profit and close monitoring of the research work
will be readable and usefully to all manufacturing company as a whole.
1.2
STATEMENT
OF THE RESEARCH PROBLEM
May
business organization are facing serious problem how to reach their
predetermined goal and objectives due to the competition merged with our distressed
and inflationary condition the study is therefore to assist Nigeria
manufacturing.
Particularly
consumer manufacturing competes and managers or various organization to be
acquainted with secret to success in an uncertain and competitive environment.
This can be achieved by aiming at bringing to the limelight the effectiveness
of sales promotion as opposed to ancient belief.
Business organization use sale promotion to
stimulate and create awareness on the existence of the product and services
through advertising this is because it is viewed as a key decision variable in
influencing consumption pattern of the consumer.
1.3 OBJECTIVE OF THE STUDY
Especially
this study will evaluate: the effectiveness of sale.
(1) Promotion
on consumption behavior of consumer using the Nigeria bag manufacturing in
Inaja as a reference point. It shall
(2) Also
dwell on the relationship between sale promotion and consumer palter of
censure.
1.4
SIGNIFICATION
OF STUDY
Based
on the series of beliefs that sale promotion does not correlate with increase
relative consumption and those changes in consumer attitude a product or
service is due to some factors like trial usage idea rather than sale
promotion. While other believe that sale promotion would lead consumer form the
stage of awareness to the interest stage hence the desire stage and finally to
purchase which is the action.
the signification of the study is to identify and explain extent to which
various sale promotion on sumor product can influence the consumption pattern
and purchase in the part of the consuming.
1.5 SCOPE OF THE STUDY
The
research study is limited to Nigeria bag Manufacturing Company. This study
coyer the entire organization but will be represented by only 20/ of the whole
population.
This
research work is an attempt to bring to light some in effentible factor that
would lead to marketing promotional strategy with particular attention of
Nigeria bag manufacturing company.
1.6 LIMITATIONS TO THE STUDY
The
availability, reliability, sufficiency, of data, textbook and other material
determining in a great way the success of this research work.
Also,
the cooperation of interviewed official and other information individual tell
much on the success of the study.
1.7 OBJECTIVE
OF THE STUDY
1.
However, time and financial constraints as well as the non-disclosure of some
of the organizations strategy reduced considerably the effort of the
researcher.
2.
It is notable however that the above mentioned constraint do not in any way
invalidate this research work as the researcher was able to get relevant and
needed information.
1.8 DEFINITION
OF TERMS
PROMOTION:
it is define as an exercise aimed at information persuasion and communication
about goods or services to potential consumers in a manner designed to illicit
positive action.
Sales
promotion can be defined as a marketing activity outside personal selling,
advertising and publicity. It is also used as a complement way to other
promotional strategy and action.
Sales
promotion can be defined as a marketing activity it is persona selling
advertising and publicity. It is also used as a complement way to other
promotional strategy and action.
CONSUMER:
can be defined as a someone who buy and used product be service.
STRATEGY:
can be defined as the means and skill of planning servicer of action for
archiving an aims especially success against an opponent.
MANUFACTURING:
can be defined as mean and process or business of producing good in factories.
INDUSTRY:
the production of good especially in factories.
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