THE EFFECTIVENESS OF PROMOTIONAL STRATEGIES EMPLOYED BY AGRO- ALLIED INDUSTRIES IN NIGERIA. (A CASE STUDY OF OLYMPIC MAIZE MILLING AGRO ALLIED INDUSTRIES LIMITED AWKA)

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ABSTRACT

This research work traced the effectiveness of promotional strategies employed by Agro- allied Industries in Nigeria in the promotion of their products like meshing, casavita, yam flour, maize flour, animal feeds and vitarice. The researcher selected Olympic maize milling Agro-Allied industries Ltd. Awka as case study. He made an adept study into the various promotional elements and available media with their strategies.Different structured questions were administered to respondents after reviewing similar literatures.These questionnaire were administered to both consumers and the management of Olympic Maize Milling Agro _ Allied Industries.The research also conducted oral interview with the manager of the company from where I get much of the information not covered in the questionnaire.The test of two hypotheses was based on the researcher’s project topic, which tested with “a chi square approach”. The analysis of our data revealed that most consumer of Agro- Allied product (Olympic) Mesolina, Olympic cassvita, Maize flour, animal feed etc became nature of the product through advertising and hence the most effective promotional strategies being through the radio advertising from which was followed by television with its strategically advertising from immediately after national broadcast in the evening.

The same was discovered that the most effective media of promoting the products were radio and television which consumers rated highest and higher respectively. More so, the management also confirmed this through the research’s analysis. The significant strategies in the promotional tools used by the management as the researcher discovered in her interview with the marketing manager and some customers are the jingles in the radio, that runs thus, the more you buy it and cook for food, the more satisfaction you get, which consumers said they found to be time. The one used in the advertisement is also effective and significant because of the way they cook it after preparing the Olympic mesolina, set it on the table & the family sit round the table and not their heads in affirmation and requested his to be everyday food.

Finally, we recommend what we consider appropriate measures that would enhance a more posit effectiveness on the promotional strategies to employ in the marketing of Agro-Allied products and other similar establishment that will aid the effectiveness like the product research and development, employing the services of promotional experts and strategies and maintain good cooperate citizens through community activities.

TABLE OF CONTENT

TITLE PAGE II

APPROVAL PAGE III

DEDICATION IV

ACKNOWLEDGEMENTS V

ABSTRACT VII

TABLE OF CONTENT X

CHAPTER ONE

INTRODUCTION

1.1 STATEMENT OF THE PROBLEM 18

1.2 OBJECTIVE OF THE STUDY 20

1.3 SIGNIFICANCE OF THE STUDY 21

1.4 SCOPE OF THE STUDY 23

1.5 LIMITATION OF THE STUDY 24

1.6 HYPOTHESIS FORMULATION 25

1.7 EXPLANATION OF KEY TERMS 25

CHAPTER TWO

REVIEW OF RELATED LITERATURE 28

2.1 THE ROLE OF PROMOTIONAL ACTIVITIES IN THE ECONOMIC 30

2.2 PROMOTIONAL STRATEGY 32

2.3 ANALYSIS OF VARIOUS PROMOTIONAL VARIABLES 34

2.4 PROMOTIONAL OBJECTIVE IN AGRO – ALLIED INDUSTRY 40

2.5 PROMOTIONAL PLAN AND PLANNING 42

2.6 MEDIA SELECTION

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 SOURCES OF DATA 46

3.2 QUESTION DESIGN AND METHOD 47

3.3 DETERMINATION OF SAMPLE SIZE 48

CHAPTER FOUR

4.1 PRESENTATION, A 51

4.2 ANALYSIS

4.3 INTERPRETATION OF DATA

4.4 TESTING OF HYPOTHESIS 64

CHAPTER FIVE

SUMMARY OF FINDING

5.1 RECOMMENDATION 75

5.2 CONCLUSIONS 79

BIBLIOGRAPHY 80

APPENDIX A 84

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THE EFFECTIVENESS OF PROMOTIONAL STRATEGIES EMPLOYED BY AGRO- ALLIED INDUSTRIES IN NIGERIA. (A CASE STUDY OF OLYMPIC MAIZE MILLING AGRO ALLIED INDUSTRIES LIMITED AWKA)

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