A STUDY OF PROMOTIONAL STRATEGIES IN THE MANAGEMENT OF SUPERMARKET (A CASE STUDY OF JOVENSON SUPERMARKET AUCHI, EDO STATE)

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ABSTRACT

This project was carried out to examine promotional strategies in the management of supermarket. The main objective was to know the impact of promotional strategies in supermarket and also to know the composition of Promotional strategies within the supermarket. The survey research method was adopted. It was discovered that promotional strategies stimulate consumers and give them a choice among different varieties of product. It was concluded that promotional strategies create a great impact on market share and sales. Based on the findings, the study recommends among others that supermarkets should aim at obtaining good quality products and services with honesty in the use of promotional strategies to enable the consumer make the most rational choice of product and services.

TABLE OF CONTENTS

Title Page i

Certification ii

Dedication iii

Acknowledgements iv

Abstract v

Table of Contents vi

CHAPTER ONE: INTRODUCTION 1

1.1 Background of the Study 3

1.2 Statement of the Problem 3

1.3 Objectives of the Study 4

1.4 Hypotheses 4

1.5 Scope of the Study 5

1.6 Significance of the Study 5

1.7 Limitations of the Study 5

1.8 Operations Definition of Term 7

CHAPTER TWO: LITERATURE REVIEW 9

2.1 The Meaning of Supermarket 9

2.2 Concept of Promotional Mix 11

2.3 Factors Influencing Promotional Strategy 19

2.4 Selection of Promotional Strategies 21

2.5 Effectiveness of Promotional Strategies 25

2.6 Summary of the Chapter 29

CHAPTER THREE: RESEARCH METHODOLOGY 30

3.1 Research Design 30

3.2 Population of the Study 30

3.3 Sampling Techniques 30

3.4 Data Collection Methods 30

3.5 Methods of Data Analysis 31

CHAPTER FOUR: DATA ANALYSIS, INTERPRETATION AND DISCUSSION 33

4.1 Data Presentation 33

4.2 Analysis of Questions 33

4.3 Data Analysis/Testing of Hypothesis 40

4.4 Discussion of Findings 45

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS 47

5.1 Summary of Findings 47

5.2 Conclusion 48

5.3 Recommendations 48

References 50

Appendix I 51

Appendix II 52

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A STUDY OF PROMOTIONAL STRATEGIES IN THE MANAGEMENT OF SUPERMARKET (A CASE STUDY OF JOVENSON SUPERMARKET AUCHI, EDO STATE)

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