ABSTRACT
This
research the effect of promotion on consumer attitude toward the company’s
product, will present an insight on how sales promotion influence customer, the
techniques, strategy to be use and the objectives of sale promotion to the Dangote
cement plc. Lastly the research will present the relevant factors, behavious of
customer displayed toward a particular product, and the different classes of
customer in the market and what influence them to purchase a particular
product.
TABLE
OF CONTENTS
CHAPTER
ONE
1.0
Introduction 1
1.1
Historical
Background 1
1.2
Statement
of the Problems 2
1.3
Objectives
of the Study 2
1.4
Research
Question 3
1.5
Significance
of the Study 3
1.6
Scope
and Limitation of the Study 3
1.7
Definition
of the Terms 4
CHAPTER
TWO
2.0
Literature
Review 5
2.1
Introduction 5
2.2
What is
Sales Promotion 5
2.3
Benefits
of Sales Promotion 6
2.4
Types
of Sales promotion 7
2.5
Strategies
of Sales Promotion 9
2.6
Objective
of Sales Promotion 9
2.7
Merits
and Demerits of Sales Promotion 11
2.8
Definition
of Consumer Attitude 12
2.9
Types
of Consumer Attitude 12
2.10
Factors
Influencing Consumer Buying Attitude 13
2.11
Behavior
Customer Display Buying and Selling 15
2.12
How to
Change Consumer Attitude to a Particular Product 16
2.13
Steps
Used in Changing Consumer Buying Attitude 16
2.14
How
Sales Promotion Influence Consumer Attitude Toward a Particular Product18
2.15 Types of Consumer and Sales Promotion
Influence 18
CHAPTER
THREE
3.0
Research
Methodology 21
3.1
Introduction 21
3.2
Population of the Study 21
3.3
Sample
Size 21
3.4
Sampling
Techniques 22
3.5
Instrument
of Data Collection 22
3.6
Method
Used in Analyzing the Data 23
CHAPTER
FOUR
4.0
Data
Presentation, Analysis and Interpretation 24
4.1
Introduction 24
4.2
Data
Presentation 24
4.3
Data
Analysis
4.4
Data
Interpretation
4.5
Test of
Hypothesis 28
4.6
Research
Findings 29
CHAPTER
FIVE
5.0
Summary,
Conclusion and Recommendations 30
5.1
Introduction 30
5.2
Summary 30
5.3
Conclusion 31
5.4
Recommendation 32
References 33
Appendix
34
CHAPTER ONE
1.0 INTRODUCTION
A sales promotion
is a marketing technique usually designed to last for a relatively short-time.
It’s also a powerful method to produce immediate short term positive result,
it’s not care for bad product or bad advertising, in fact a promotion speed up
the killing of a bad product.
The product
should be strong enough and should have enough qualities to motivate the
customer to buy it in multiple of times, once the sales promotion activities
.have succeeded in enabling the customer to buy product, sales promotion that
are used in changing customer attitude to a particular product are varied
often, they are original and creative and hence a comprehensive list of all
available techniques in virtually impossible (since original sales promotion are
launched daily). Sales promotion is believed to change only accepted price by
increasing the value and lowering the price.
1.1HISTORICAL BACKGROUND OF THE CASE
STUDY
Dangote cement
is a subsidiary of Dangote industries, which was founded by Aliko Dangote in 1981 as a trakling business with an
initial focus on importation of bagged
cement and other commodities such as rice, sugar, flour, salt and fish.
Over time the
group began to import bulk, cement into the Apapa and Porthartcourt terminals,
which, it then bagged for distribution. Through the 1990s, the group made a
strategic decision to transition from a trading based business into a fully
fledge integrated manufacturing operation, preparation, import, packaging and
distribution of cement and related products across the African continent.
Dangote Cement Plc
was formerly known as Obajana cement plc and change its name to Dangote Cement
Plc in July 2010, Obajana Cement Plc was incorporated in 1992.
1.2STATEMENT OF THE PROBLEM
Sales promotion
is an important component of promotional mix strategy that can influence
customer’s attitude towards a particular product. However, customer’s attitude
can be influenced by different promotional mix like advertising, personal
sellings and public relations, beside sales promotion.
But those entire
promotional mix elements have different implications in influencing customer
attitude towards particular product.
This research
would be conducted to investigate the implication and tactics of applying sales
promotion to influencing customer attitude towards a particular product. In
essence this research would investigate how sales promotion works in
influencing customer attitude towards a particular product.
1.3OBJECTIVES OF THE STUDY
The main
objective is to find out what information to be obtained and used in
Order to solve
the above stated problems.
1.
To find out how sales promotion
change customers attitude towards a particular product.
2.
To examine how to build product
awareness through sales promotion techniques.
3.
To examine how sales promotion
can stimulate demand of a particular product,
4.
To evaluate how sale promotion might have helped company in
achieving customer patronage.
5.
To examine how techniques of
sales promotion generates attention of a customer towards buying a particular
product.
1.4 RESEARCH QUESTIONS
1.
How the sales promotion change
customer attitude?
2.
How often does sales promotion
build product awareness?
3.
How sales promotion helps in
achieving marketing objective?
4.
How does the sales promotion
stimulate demand of a particular product?
5.
How does the techniques of sales
promotion influence customer to a particular product
1.5 SIGNIFICANCE OF THE STUDY
The research
will ensure that Dangote Cement of Nigeria have an insight attractive and
acceptable sales promotion in order to apply it and minimize their objectives.
Secondly, the
research will enable the researcher acquire and utilize different data
generated in the research that would benefit both the business and the student
at large.
1.6 SCOPE
AND LIMITATION OF THE STUDY
The scope of
this study includes customers and whole sellers of Dangote cement of
Nigeria plc product in Dutse municipal council especially
those who operated Alyuma ventures ltd behind Jigawa State Abbatoire, and those
who operate near Nata`ala mosque along Gidan Yankan Block Engine Dutse Jigawa
State.
Apart from the
customers, many where interviewed asked throughout the questionnaire within
this particular areas lastly some collection group of staff of Dangote cement
Nig. Plc will response questionnaire and some through personal interview, both
at their destination in Jigawa State Dutse Municipal council. The limitation of
this research work is time containts lack of enough financial resources and
others.
1.7 DEFINITION OF TERMS
1.
Sales
promotion:-
This refers to the marketing activities used to communicate the product or
services to the target customer. Promotion is about communicating with various
publics of organizations so that what the organization is currently doing or
intends to do concerning its product, services, values and plans.
2.
Promotional
mix:-
These are various elements used by a firm or organization to communicate with
individual group or society through advertising, sales promotion, public
relation and personal selling and finally
publicity.
3.
Product:- This can be seen as anything that can be offered
to the market for consumption, usage, attraction and acquisition, for the
purpose of making sales and arrive at a profit.
A product is
anything which is capable of satisfying customer needs/wants. It can also be
regarded as a solution to a problem that confront a customer.
4.
Communication:- This is the
process of creating transmitting and interpreting ideas, fact, opinion and
feeling which are passed from the sender to receiver.
Communication is
about creating, sending, receiving and interpretation of the information.
5.
Customer
attitude:- Customer
attitude refers to belief and behavior of customer toward buying a particular
product.
6.
Dangote Cement of Nigeria (DCN)
7. Impulse
buying:- Impulse buying is a phenomenon that
is widely recognized in the Western part it is defined as any purchase which a
shopper makes but has not planned in advance.
8.
Buying
behavior:- Buying
behavior is study of individual, group or organization associated with purchase
by consumer regarding market transaction.
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