ABSTRACT

The Evaluation of the Ethical issues in sales promotion practices at La-casera company form where the illustrative case is drawn, the essence is to empirically investigate the degree of consciousness paid to ethics in sales promotion practices at La-casera company. One of the objectives has to do with determining whether effective ethical standard in sales promotion could lead to actualization of promotional objectives and marketing goals. On the light of this work, three hypotheses were generated in this study. The population of the study was 16 comprises the staff of La-casera company in Umuahia. The major instruments for data collections were questionnaire and oral interview. All the data were presented in common percentage distribution Tables. In view of the findings of this work, one of the Conclusions gotten is that marketing ethics play an important role in sales promotional techniques. The following recommendations were made that La-casera company should put earnest effort to ensure that its market share percentage is protected since its sales promotion programmes are much ethically standard. Secondly in order to increase and boost their sales volume so as to achieve customer retention, effort is also needed on its part. Finally, La-casera company must utilize marketing strategies in order to maintain its good will to the public’s in general.

TABLE OF CONTENTS

Title page i

Certification ii 

Dedication iii

Acknowledgements iv

Table of contents v

List of tables vi

Abstract vii

CHAPTER ONE: INTRODUCTION

1.1 Background of the Study 1

1.2 Statement of the Problem 3

1.3 Objectives of the Study 3   

1.4 Research Question 4       

1.5 Significance of the Study 5

1.6 Scope of the Study 6

1.7 Limitations of the Study 6

 CHAPTER TWO:  LITERATURE REVIEW 

2.1 Meaning of Marketing 7

2.2 Marketing Management Orientations 8

2.2.1 Production Concept 8

2.2.2 Product Concept 8

2.2.3 Selling Concept 9

2.2.4 Marketing Concept 10 

2.2.5 Social Marketing Concept 10

2.2.6 Marketing Mix 11

2.3 Meaning of Sales Promotion 13 

2.4 Objectives of Sales Promotion 14

2.5 Sales Promotion Techniques 14

2.5.1 Consumer Promotion 14

2.5.2 Trade Promotion 15

2.6 Impact of Sales Promotion in Marketing Consumer 

Product 16

2.7 Ethics 17

2.8 Ethical Norms and Values for Marketing: Preamble 18

2.8.1 General Norms 18

2.8.2 Ethical Values 19

2.9 Business Ethics 21

2.10 Code of Ethics 21

2.11 Brief History of La- Casera Company Limited 22 

CHAPTER THREE: RESEARCH METHODOLOGY 

3.1 Research Design 24 

3.2 Area of the Study 24

3.3 Population of the Study 24

3.4 Sample size determination 25

3.5 Sources of Data 25

3.6 Instruments for Data Collection 25

3.7 Data Analysis 26 

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.2: Psychographic Data 31

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings 44

5.2. Conclusion 45

 5.3. Recommendations 46

        References