TABLE OF CONTENT

Title Page                                                                                                                               i

Certification                                                                                                                          ii

Dedication                                                                                                                             iii

Acknowledgement                                                                                                               iv

Abstract                                                                                                                                 v

Table of content                                                                                                                   vi

CHAPTER ONE: INTRODUCTION

1.1       Background of the Study                                                                                         1

1.2       Statement of the study                                                                                             2

1.3       Objective of the study                                                                                             2

1.4       Research Question formation                                                                                 3

1.5       Research Hypothesis                                                                                               3

1.6       Significance of the study                                                                                         3

1.7       Scope of the study                                                                                                    3

1.8       Definition of terms                                                                                                   3

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1       Historical Background of Starline Nigeria Limited                                             5

2.2       Meaning of sales promotion                                                                                   6

2.3       The components of sales promotion                                                                      7

2.3.1   Consumer sales promotion technique                                                                   7

2.3.2   Trade Sales promotion technique                                                                          9

2.4       Reasons for Growth of sales promotion                                                                9

2.4.1   Internal Factors                                                                                                         9

2.4.2   External Factors                                                                                                        10

2.5       Specific Marketing Problems that Sales promotion

Can help to solve                                                                                                      10

2.6       Planning and designing the sales programmer                                                     11

2.7       Objectives of sales promotion                                                                                12

2.7.1   Qualities of sales promotion                                                                                   13

2.7.2   Purpose of sales promotion                                                                                     13

2.8       Parameters for selecting a sale promotion Techniques                                       13

2.8.1   Factors to consider when designing sales promotion                                          15

2.8.2   Impact of sales promotion                                                                                       16

2.8.3   Why should the Company have sales promotion

Heir marketing Strategy                                                                                          16

2.9       Brand Loyalty                                                                                                           16

2.9       Loyalty                                                                                                                       16

2.9.2   Factors influencing brand loyalty                                                                          16

CHAPTER THREE: RESEARCH METHODOLOGY

3.1       Introduction                                                                                                              18

3.2       Restatement of Research Question and Hypothesis                                            18

3.2.2   Hypothesis                                                                                                                18

2.2       Research Design                                                                                                       19

3.4       Sources of Data                                                                                                        19

3.5       Sampling Plan                                                                                                           19

3.5.1   Sampling Units                                                                                                         19

3.5.2   Sampling Size                                                                                                           20

3.5.3   Sampling Procedure                                                                                                 20

3.5.4   Sample Method                                                                                                         21

3.6       Allocation of Sampling Instrument                                                                        21

3.7       Statistical Techniques                                                                                              21

3.8       Limitation of Study                                                                                                  22

CHAPTER FOUR:            PRESENTATION, ANALYSIS AND

INTERPRETATION OF DATA

4.1       Introduction                                                                                                              24

4.2       Data presentation and interpretation                                                                     24

CHAPTER FIVE: SUMMARY, CONCLUSION AND

RECOMMENDATION

5.1       Summary of findings                                                                                               32

5.2       Conclusion                                                                                                                33

5.3       Recommendation                                                                                                     33

5.4       Areas for further studies                                                                                         33

            Bibliography                                                                                                             34

            Questionnaire                                                                                                           35