ABSTARCT
The study was
carried out to find out the roles of sales promotion in the purchase intent of
Goko Cleanser among students of Federal polytechnic, oko . The case study of
Dr. iguedo Goko Cleanser Company Akwa Ibom, Uyo. Marketing is the ,management
process aimed at identifying, anticipating, analyzing and satisfying human
needs and wants through exchange as
efficiently and effectively as possible.
However,
no matter how a product meets the requirement of the consumer, its existence
has to be made for right promotional strategies which serves as an awareness
creation. Chapter one dealt on the introduction of the background of the study consist of an overview of Dr
iguedo Goko Cleanser company. The statement of the problem, objective of the
study, significant of the study, research question and the scope of the study.
Some of the problem addressed are; choosing wrong promotional tools, wrong
media selection, lack of knowledge of when to carry out promotion and when not
to etc. It also deals the definition of terms. chapter two emphatically dealt
with the theories based on promotional mix (advertising, personal selling,
sales promotion, publicity and public relations). It also considered the
affordable method. This method of selling budget completely ignores the effect
of promotion on sales volume. Chapter three dealt with the design of the study,
the method used in collecting relevant data. It also deals with how the
questionnaires were distributed and the treatment of data. Oral methods were
used by the researcher to collect data for further analysis and interpretation.
Chapter four was developed to a detailed analysis of data collected, finding as
well as discussion on the findings. Chapter Five id the concluding chapter in
which the finding, recommendation, conclusion, limitation of study and
suggestion for further research were discussed.
TABLE OF CONTENTS
TITLE PAGE……………………………………………........i
APPRPOVAL PAGE…………………..…………………...ii
DEDICATION……………………………………………..iii
ACKNOWLEDGEMENT……………………..………..iv
TABLE OF CONTENT………………..………..v
ABSTRACT………………………………………………vi
CHAPTER ONE
1.0
INTRODUCTION……………..………….
1.1 BACKGROUND OF THE STUDY……….........3
1.2 STATEMENT OF THE PROBLEM……………..4
1.3 PURPOSE OF THE STUDY……………………..6
1.4 SIGNIFICANCE OF THE STUDY………………7
1.5 RESEARCH OF THE STUDY…………………..8
1.6 FORMULATION OF HYPOTHESIS……………9
1.7 SCOPE OF THE STUDY……………………….9
1.8 DEFINITION OF TERMS………………………10
CHAPTER TWO
2.0
LITERATURE REVIEW…………………………..
2.1 A BRIEF INTRODUCTION…………………….14
2.2
REVIEW OF CURRENT LITERATURE……….15
2.3 SUMMARY OF THE LITERATURE REVIEW..19
CHAPTER THREE
3.0 METHODOLGY……………………………
3.1
DESIGN OF THE STUDY………………………25
3.2 AREA OF THE STUDY……………………….25
3.3 POPULATION OF THE STUDY………………..26
3.4 SAMPLE OF THE STUDY………………………26
3.5
INSTRUMENT FOR DATA COLLECTION……27
3.6 VALIDATION OF THE INSTRUMENT………..27
3.7DISTRIBUTION
AND RETRIVAL OF THE INSTRUMENT..28
3.8 METHOD OF DATA ANALYSIS………………28
CHAPTER
FOUR
4.0 DATA PRESENTATION AND ANALYSIS……..30
4.1 PRESENTATION AND INTERPRETATIO OF DATA
ACCORDING TO RESEARCH QUESTION AND HYPOTHESIS…30
4.2
FINDINGS…………………………………………..41
4.3 DISCUSSION OF THE FINDINGS……………41
CHAPTER
FIVE
5.0 SUMMARY, CONCLUSION AND RECOMMENDATIONS……….
5.1 SUMMARY ………………………………………..43
5.2CONCLUSION……………………………………44
5.3 RECOMMENDATION……………………….......46
5.4 LIMITATIONS OF THE STUDY………………..47
5.5 SUGGESTIONS FOR FURTHER RESEARCH…48
REFERENCES…………………………………...........49
APPENDIX A & B………………………………….51
.
CHAPTER ONE
1.0 INTRODUCTION
Nigeria
like every other developing countries of the world view sales promotion as one
of the major policies for her company and industrial development. These reason
are advised in support of this thinking.
First;
it suggest that industries offer more
employment opportunities to the mass
population in the country.
Secondly,
sales promotion is implement to attract new customer, to hold present customers
to counteract competition and to take advantage
of opportunities that are revealed by market research. It is made of activites , both outside and inside activities to enhance company
sales. Outside sales promotion activities include advertising, publicity, public relation activities and special sale events.
Inside sales promotion activities include window displays, product and promotional material
display and promotional programs such as premium award and contest.
Thirdly:
Sales promotion earn foreign exchange to
the company a nature at large. Sales promotion in Nigeria context seem to be
difficult to practice by the industries or company. This is because the feel reluctant to invest in sales promotions, they all nausea
the feeling that is a waste of accumulate interest and furthermore, this sales
industries find it difficult to go into
a large sales promotion could be traced easily from the flourishing enterprises
and small scale industries.
Fourthly,
Sales promotion includes several
communication activities that attempt to provide added value or incentives to
consumers, wholesalers, retailers or other organization customers to
stimulate immediate sales. These efforts
can attempt to stimulate product interest, trial or purchase.
Therefore, it is no doubt that when consumers are aware of a product
they would like to try it thereby increasing the awareness of the
company product.
1.1 Background of the Study
Dr.
Iguedon Goko cleanser is one of the
companies that realize the impact of
sales promotion and sales attest, the
impact of sales promotion to the sale
managers replying to a questionnaire which states that the volume of sales
they previously make before they embark
in a sale promotions has new doubled thereby making up for the capital
invested.
A
good sales promotion help a company gains a household name within inside and
outside the town in question.
Through
this sales promotion the consumer will be aware of the location or the depot
location of the company. It is also through the promotion that the position of
the company is known and the ways of
improving it and updating the
product to be generally accepted by the producers and consumers.
1.2 Statement of the Problem
Sales
promotion is not an effective
promotion for the purchase intent. Other
problem are as follows:
·
Organization usually encounter problems such as lack of management, known how not appointing the right and experience marketers or sales promotion
experts. More sales promotion carried out by organization are usually
badly organized and implemented which
leads to the aim being defeated
thereby having a direct effect on sales
volume and profit. This problem of low sales
and low demand have promoted producers to use sales promotion to compliment the use of other
promotion mixes like advertising, personal selling, publicity and public
relations.
·
What is the level of patronage as regard
the effectiveness of the promotional strategy? If the company sales
promotion does not have a good patronage
for the product , it will lose its target audience.
·
Also, the research seek to find out the
most suitable method of sales promotions of a product to enhance its acceptance
by consumers.
·
The company inventory management and
control system is closely inefficient as
a result of this, many consumer sometimes would not know the product or brand
the company produces.
·
In a developing economy like Nigeria, it
is not enough for manufacturers to
just produce and expect consumer will
buy their product or services without considering what they will benefit or
deprive from it. Hence sales promotion become inevitable. Manufacturers are
faced with the problems of products substance and competition. So for that
reason many manufacturers now attempt to stimulate and get consumers attention with customer loyalty, increase
market share by using sales promotion tools on goods and services
·
1.3 Purpose of the Study
The major purpose of the study is to identify the
structure, the impact of sales promotion on the purchase intent of Goko
cleanser among student of Federal
Polytechnic Oko, to identify some problems facing the relactance of the
investors to invest in sales promotion and possible their present contribution
of the growth and development of Dr. Iguedo Industry. This will serve in interested individuals in making decision
regarding sales promotion for future economy development of the state.
This study will also highlight the role of sales
promotion and sales recommend on measures to be used in order to improve on
sales performance of an organization.
The major objective is to examine how Dr. Iguedo
industry creates awareness and the impact
of sales promotion in the purchase intent of Goko Cleanser among Student
of Federal Polytechnic Oko.
The study will also assess the contribution and efforts of sales
promotion to improve the sales of an organization.
This study will also highlight the prospect and
importance of sales promotion on the purchase intent of Goko Cleanser among
student of Federal Polytechnic Oko in an organization.
1.4 Significance of the Study
Sales promotion has been recognized as a basic tools
for building store traffic and stimulating sales by organization or companies.
The effectiveness of this device sudstantinlly however
is ultimately dependent on the strength of the individual organization.
The sales
promotion on the purchase intent of Goko Cleanser Dr. Iguedo Industry
for co-ordinating the nation in relation on personal selling and advertising,
it is meant to stimulate consumer to buy their product through the sales
promotion.
In some case, the other components of the promotional
mix support a sales promotion strategy. For example, an advertising campaign
might be used to publicize a sales promotion strategy.
1.5 Research Question
1.
In Federal Polytechnic Oko, what are the
possible limitation of sale promotion?
2.
To what extent has the sales promotion
effect the purchase intent of Goko Cleanser among the student of Federal
Polytechnic Oko.
3.
Are there factors that influence sales promotion in the purchase intent of
Goko Cleanser?
4.
What are the suitable methods sales
promotion in the company Products?
1.6 Formulation Hypothesis
The following hypothesis is to be tested with a
chi-Square (x2) approach
·
HO- Sales promotion does not have a
positive impact in the purchase intent
of Goko Cleanser
·
HO- Sales promotion does not stimulate
repeat product because sales volume often reduce drastically once the sales promotion comes to
an end.
1.7
Scope of the Study
Through literatures has not been written on the topic
(Sales Promotion). Hence, there is a limitation on the researcher. Some of the
information also known to lack of
infrastructural development in the area.
I am unable to go futher due to the limitation of time.
But I must not
fail to stress the level of problem of illiteracy posed in my date collection.
Some of the interviews were mainly illiterate and so I found it difficult to
ask question in English.
1.8 Definition of Terms
·
Markets
·
purchase Intent
·
marketing Research
·
Consumer Behavior
·
Product
·
Personal Selling
·
Advertising
·
Sales promotion
·
Promotional Strategy
1.9 Operation Definition Of Terms
Ø Market: This refers to people who patronize a product
with their potential power ( money). Those who by or sell makes up a market.
Ø Marketing Research:-
These is a deliberate and systemic effort taken to discover existing consumer
unfilled need and wants. The characteristics and extent of the product.
Ø Purchase Intent:-
This is a measure of the probability
that a consumer will purchase a service
or product.
Ø Promotional Strategy:- This is the choice of a target market and formulation of the
most appropriate promotion mix to influence it.
Ø Consumer Behavior:- Consumer behavior means the attitude that
the consumer displays in searching for purchasing, using and evaluating their
produce services and idea which they expect will satisfy their needs.
Ø Product:- A product is something that is viewed as been
capable to satisfying needs or wants.
Ø Personal Selling:-
Personal Selling is the oral presentation in a conversation with one or more
prospective purchase for the purpose of making sales. It involves personal
contacts whereby verbal exchange and gestures are freely used.
Ø Advertising:-
Advertising is any paid form of non-personal presentation and promotion of
ideas, good services by an identified sponsor through mass media.
Ø Sales promotion:- Sales promotion are those marketing
activities other than personal selling, advertising and publicity that
stimulate consumer purchasing and dealer effectiveness, such as display, shows
and exposition, demonstrations and various non-recurrent selling effort not in
the ordinary routine.
1.10 Conceptual Definition of Terms
1.
Market:- A market is a group of buyer and seller usually (Producer and
consumers) bargaining over the terms of exchange for goods and services.
(Ejerome Mc Carthy 1981).
2.
Marketing
Research: Marketing research is the junction which links an
organization to it market through the gathering of information (Joseph F. Hair
Jr).
3.
Advertising:- Advertising is the disseminating of sale
manager through purchased time (Broadcasting and space (print.) (Winsto
Fletcher’s 1979)
4.
Consumer
behavior:- Eagle (1917:3) defined consumer behavior as those
act of individual directly involved in
obtaining and using economy goods and services including the decision process
that determines those acts.
5.
Sales
promotion:- This
defined the promotion in marketing of drug as the system and channels of a firm
uses to make its product known (Clenke 1978).
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