THE EFFICACY OF SALES PROMOTION IN THE MARKETING OF CONSUMER PRODUCT (A CASE STUDY OF NIGERIA BOLTING COMPANY PLC WARRI, DELTA STATE)

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ABSTRACT

Sales promotion is much more diverse than either personal selling or advertisement firms defines it in different ways depending on what they want to achieve.

Association of marketing, America defines it as those marketing activities other than persons Sal selling that stimulates consumers purchasing power and dealer effectiveness such as displays, shows, exhibition, demonstration and various non-recurrent selling effort not in the ordinary routine.

The essence of this project work is therefore to review in broad terms the different types of sales promotion campaign, and the efficacy and the efficacy and the effectiveness of sales promotion in the achievement of organizational goal.

In general, this study will be emphasizing on the efficiacy and effectiveness of sales promotion on consumers product like Nigeria bottling company product. for sales promotional programmes to be effective, the company should improve on their budget allocation to sales department as well introduces other sales promotional devices which they have not practiced like trade contest, collateral sales materials, advertising specialties and slotting allowances this will go along way to make sales promotion much effective and as much increase turnover for the company.

In chapter two, related literature which the view of other authors were reviewed whole chapter three which is research design and methodology, the sampling techniques used was probability sampling techniques. The source of data were primary and secondary source. The primary source include the use of questionnaire, personal interview while newspaper, journals, textbooks and business magazine were the secondary source.

In chapter four, the presentation of data were made by percentage method and the hypothesis test used is chi- square (X2) .

Based on the findings, the result reveals that the efficacy of sales promotional campaign stimulates the consumers purchase of Nigeria bottling company (NBC) product.

In addition, it is advised that adequate time planning and budget can be made and allocation should be made to sales department of the firm so as to carry out necessary arrangement for sales promotional programme in the right time.

TABLE OF CONTENT

Title page II

Approval page III

Dedication IV

Acknowledgement V

Abstract VI

CHAPTER ONE

Introduction

1.1 Background of the study 3

1.2 Statement of problem 4

1.3 Objectives of the study 6

1.4 Hypothesis formulation 7

1.5 Significance of the study 8

1.6 Scope of the study 9

1.7 Definition of terms 10

CHAPTER TWO

Review related literature

2.1 What is sales promotion 12

2.2 Nature of sales promotion 12

2.3 Developing sales promotion programme 20

2.4 Measuring sales promotion

2.5 Sales promotion objectives

2.6 Demerits of scales promotion

CHAPTER THREE

Research methodology

3.1 Sources of data collection

3.2 Population of the study

3.3 Sample size determination

3.4 Allocation and administration questionnaire

3.5 Respondent instrument used

3.6 Data treatment and analysis

CHAPTER FOUR

Presentation, analysis and interpretation of data

4.1 Presentation and analysis of data

4.2 Tests of hypothesis

CHAPTER FIVE

Summary of findings, recommendations and conclusions

5.1 Summary of findings

5.2 Recommendation

5.3 Conclusion

Bibliography

Questionnaire

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THE EFFICACY OF SALES PROMOTION IN THE MARKETING OF CONSUMER PRODUCT (A CASE STUDY OF NIGERIA BOLTING COMPANY PLC WARRI, DELTA STATE)

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