ABSTRACT
This research work is to investigate the impact of promotional activities
on the consumption of a company’s product using MTN Nigeria as a case study.
This study discussed the aims, objective of the study, historical background of
MTN mobile telecommunication network Nigeria relevance of the study, hypothesis
formulation and definition of terms. This study also discussed the research
methodology, source of data, collection, population and sampling procedure.
Also it contained presentation, analysis and interpretation of data collected
and the testing of hypothesis through questionnaires. It also summarize
findings, conclusion and the recommendations to company’s product. Finally, the
following literature review will be seen in this work, such as the definition
will be promotion, sales promotion and others.
TABLE OF CONTENTS
Title Page
Certification
Dedication
Acknowledgements
Abstract
Table of Contents
Chapter One: Introduction
1.1
Background
of the Study
1.2
Statement
of the Problem
1.3
Research
Questions
1.4
Purpose
of the Study
1.5
Scope
of the Study
1.6
Significance
of the Study
1.7
Limitation
of the Study
1.8
Operational
Definition of Terms
Chapter Two: Literature
Review
2.1
Introduction
to the Study
2.2
Promotion
2.3
The
Role of Promotion
2.4
Promotional
Objectives
References
Chapter Three: Research
Methodology
3.1
Research
Design
3.2
Population
of the Study
3.3
Sampling/Sampling
Procedure
3.4
Source
of Data Collection
3.5
Validation
of Instrument
3.6
Methods
of Data Analysis
3.7
Cut-Off
Point/Decision Rule
Chapter Four: Data
Presentation and Analysis of Data
4.1
Data
Presentation
4.2
Data
Analysis
4.3
Testing
of Hypothesis
4.4
Discussion
of Findings
Chapter Five: Summary,
Conclusion and Recommendations
5.1
Summary
5.2
Conclusion
5.3
Recommendations
5.4
Areas
of Further Study
Bibliography
Appendix I
Appendix II
CHAPTER ONE
INTRODUCTION
1.1
BACKGROUND OF THE STUDY
The
end result of company activities in the business environment is the exchange of
its output for buyers or prospective buyers purchasing power.
Modern
organization have found themselves in the battle to win and attract more buyers
for this reason a marketing manager’s primary assignment is to create
sufficient awareness about a company marketing mix through promotional
activities.
Promotion
is used by some people to mean selling. But selling actually means any effort
to facilitate exchange while promotion is a major catalyst for spending up the
exchange process.
There
is no perfect competition in the real market place because there exist product
differences irrational behaviour of buyers and loss the adequate marketing
information etc. This makes the firms to discover that there is need to make
people to beware or to be better informed about its presence and products.
The
activities of business organization are becoming more complicated product
changes by time taste change daily among users, price are unstable the distance
between the producer and customer is getting fatter and also distribution
facilitation and level of awareness are becoming increasing complex. There is
therefore a need to level up with expectation of the society especially those
of consumers information on value up data must bead equality passed to the
target audience otherwise communication group can cause a lot of havoc to the
organization. The intensification of competition between firms has caused the
intensity of sales promotion of the individual seller that the interest of
individuals are insurmountable is not an overstatement. Therefore, the seller
in recognition of the human predicament should assists in projecting a need to
a want and by helping to a particular carefully planned sales promotional
programme.
1.2
STATEMENT OF THE PROBLEMS
Most
tele-communication companies have been performing poorly in terms of
promotional activity that is why criticism have been level against them.
The
inability of some tele-communication companies include MTN to build in-house
advertising department is as a hindrance militating against the company
promotional goals; it is clear that the marketers used to create impact on
consumer buying behaviours.
Many
years ago organization concentrate on advertising, personal selling and
publicity campaigns. Many business organizations do not welcome any expenditure
on promotion.
·
Organizations
are always faced with the problem pertaining to the marketing importance need
by the company ot improve its operation.
·
The
effect of government regulation concerning the product quality.
·
What
impact has the promotional strategies used by the company in creating awareness
of its products.
·
The
distribution channel of the company in distributing its product to the
consumers.
1.3
RESEARCH QUESTIONS/HYPOTHESIS
TESTING
This
is assertion made to give an insight into the researcher expect to be the
outcome of this pessimistic and optimistic angel a negative assertion is called
the alternative hypothesis (HI).
Since
the objective is to know the impact that promotional activities have on the
consumption on a company’s product the statements of hypothesis could be make
as follows;
Hypothesis One
Ho: Promotional activities cannot counter
the moves of competitor.
HI: Promotional
activities can counter the move of competitor.
Hypothesis Two
Ho: Promotional activities do not
increase sales by generating extra interest.
HI: Promotional
activities increase sales by generating extra interest.
Hypothesis Three
Ho: Promotional activities do not act as
incentive to attract new customers.
HI: Promotional
activities act as incentive to attract new customers.
1.4
PURPOSE OF THE STUDY
The
research work stems from the fact that the cornstarch market is saturated with
different products introduces every year. Some are successful while others are
not partly due to the difference in the promotional tools.
Also
to be investigated are factors that influence setting up a promotional
activities and the issues up a promotional activities and the issues of
determining the most often used promotional mix by the company (MTN). The rate
of failure of product especially new products is at the higher rate. Studies
indicated that future rate of new and existing product is about 70% e.g. merit
larger beer brewed by Guinness. MTN talk on some factors that cause this failure
such as lack of effective promotional activities will be looked at.
Also
to investigate is the issue of the promotion of high quality products because
it is often said that a satisfied customer is the best advertiser of any
product.
The
research work should be considered as part of this research work will throw
more light on the promotional activities and its associated problem which have
playing manufacturing companies over the years and therefore give suitable
solutions which in variable lead to increase marketing impact.
1.5
SCOPE OF THE STUDY
The
research will investigate if sales promotion is the best promotional activities
a manufacture can use to reach the ultimate consumers, also the issue of
personal selling can be used in persuading the consumers to buy the product.
Because of it advantage type which is common with other promotional tool. The
research will also examine advertising, especially if the television should be
used or can be used first to communicated hand information about the company
marketing activities to the consumers.
To
carry out this research work effectively, questionnaires and personal
interviews, consumers and management of the marketing department of MTN
communication services view of the sales promotion of the company.
1.6
SIGNIFICANCE OF THE STUDY
This
study will be of great importance to many parties when successfully completed
first on the list is MTN Nigeria Plc used as a case study in this project work.
Also to benefit are other mobile communication and representation of
multinational enterprises in Nigeria.
This
research work also be relevant to that consumer because their suggestions and
criticism will be taken into consideration e.g. the default MTN family and
friends numbers and the names was changed to MTN funlink with improved quality
with addition MTN numbers to be added to the list from the eight (8) numbers to
ten (10) numbers with two international numbers.
The
communication company (MTN) will also find that work important because it will
enable distributors to know the best promotional tools to use in promoting the
company product to the target market.
The
middlemen will also be benefited since that the heavy advertisement directed at
the prospective customers makes them to go all about in search of the product
in the middlemen’s store.
Finally
this study will also be of importance to worker’s lectures, students, some of
which have bondholding different view about promotional activities in the whole
system. The result will also benefit the reach immensely because it is on the
basis of successful complexion that he will be award the HND (Higher national
Diploma in Marketing).
1.7
LIMITATION OF THE STUDY
The
research work of these natures is never complete without limitations. The
researcher encountered numerous problems which affected the conduct of the
research work.
These
problems encountered were financial constraint, prejudice and not respond of
respondents sampled.
·
Financial Constraint: The researcher would have carried out
this research to cover the whole country or at least some states, but there was
not enough money to do it even Benin that was used as the population involve a
lot of money, the researcher was able to understand that research work entails
spending a lot of money in a bid to acquire information sought for.
·
Time Constraint: A lot of time was spent as the
researcher had to visit the respondent sampled time after time to be able to
gather the needed information.
·
Prejudice: This formed a major handicap for the
researcher most of the respondents were reluctant to give the desired
co-operation such by giving the information the researcher sought for.
·
Non-response: This is the worst problem encountered
by the researcher in the process of carrying out this research work. Many of
the planned sample could not be recovered despite the repeated calls on them.
Since the researcher could not replant the sample due to time constraints he
had to base analysis and conclusion on the end collected.
1.8
OPERATIONAL DEFINITION OF TERMS
Some
of the terms used in this research work are functional for the purpose of this
particular research work.
·
Promotional Mix: The promotional mix encompasses all
activiteis, whose purpose is to inform or persuade. Ti is of great important
when a number of similar products are in the market and when a product is new.
The type of product one is selling dictates the types of promotional mix to
use.
·
Promotion: This has to do with all information
persuading or reminding customers the objective may focus on any aspect of the
organization marketing mix or may emphasizing the organization itself.
·
Advertising: The America Marketing Association
(AMA) defines advertising as any paid form of non personal presentation and
production of ideas goods or services by an identified sponsor.
·
Advertising Agency: This is an independent company that
acts as space broker for news media at time they deal with advertiser directly.
·
Personal Selling: This is a face to face communication
between the prospective consumer and sales people.
·
Public Relation: This is a planning effect to
maintain mutual understanding between an organization and its public.
·
Sales Promotion: This is activity other than
advertising, personal selling, public relation and publicity aimed at
stimulating the sales of production.
·
Product: This is anything that can offered to
market fo attention, use of consumption that might satisfy a want or needs. It
could be service goods or idea.
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