ABSTRACT

The study examined the effect of sales promotion on consumer brand loyalty. In addition, it is imperative to identify some of the problems militating against the issue of brand loyalty. The objective of the study is to examine the relationship between sales promotion incentives. (1) It geared towards determining the premium gift offer on consumer brand loyalty. (2).Sample offer. (3).contest offer. (4) Price packs. (5) Coupon offer. The study was carried out in Umuahia North local Government area of Abia State. In This Study, both the primary and secondary data were used in the collection of the data. A sample size of 383 respondents would be for the study. The data collected for the study will be analysed based on the objectives. Objectives (1), (2), (3) will be analysed using simple descriptive statistics such as tables, percentages and frequencies. In Summary of the finding, it was discovered that sales promotion are relevant in the marketing communication mix campaign for consumer products. Sales promotion is a remarkable channel to make more sales and maintain increase market share. Above all, sales promotion has proved to be a strong tool for combating competition among company’s competitors. From the above findings, the researcher observed that sales promotion is encouraging and recommended it as an appropriate and acceptable marketing strategy for achieving company’s objective.

TABLE OF CONTENTS

Title Page……………………………………………………………………  i

Declaration…………………………………………………………………….ii

Certification………………………………….……………………………….iii

Dedication……………………………………………………………………. iv

Acknowledgment……………………………………………………………....v

Table of Contents …………………………………………………………....vi

List of Tables…………………………………………………………………ix

Abstract………………………………………….……………………………x

CHAPTER ONE

1.1 Introduction……………………………………………………….… 1

1.2 Statement of Problem ……………………………………………… 4 

1.3 Objectives of the Study…………………………………………….. 4

1.3.1 Specific Objectives ………………………………………………. 5

1.4 Research Questions………………………………………… ……… 5

1.5 Research Hypothesis ……………………………………………… 6

1.6 Significance of the Study…………………………………… ……… 6

1.7 Scope of the Study…………………………………… ……............. 7

1.8 Limitations………………………………………………… ……… 7

1.9 Operational definition of Term…………………………… ……… 8

CHAPTER TWO

2.0 Review of Related Literature……………………………….. ……… 9

2.1.1 Conceptual Framework ……………………………………….. 9

2.1.2    Factors contributing to sales increase………………………… 11

2.1.3   Sales promotion planning………………………………. ……… 13

2.1.4   Setting sales promotion objectives……………………………... 14

2.2   Selecting the sales Promotion Tools…………………….. ……… 16

2.2.1   Implementing the sales Promotion Programme……………… 18

2.3   Evaluating the Sales Promotion Results …………………………… 18

2.4 Literature Review ……………………………………………………. 19

CHAPTER THREE

3.0 Research methodology……………………………………………… 21

3.1 Research Design…………………………………………………… 21

3.2 Population of the study……………………………………………. 22

3.3 Sample and sampling techniques …………………………………. 21

3.4 Research Instrument ………………………………………………. 23

3.5 Validation of the instrument ……………………………………….. 24

3.6 Scoring procedure………………………………………….. ……… 24

3.7 Method of data analysis…………………………………………… 24

 3.8 Model specification ……………………………………………. 25

CHAPTER FOUR

Presentation and Analysis of Data................................................ …….. 26

4.1 Introduction.......................................................................... …….. 26

4.2 Questionnaire Distribution and return.................................... …….. 26

4.3 Data Analysis: Presentation and Responds.................................. 27

4.4 Test of Research Hypotheses.............................................. ……… 35

CHAPTER FIVE

Summary of Findings, Conclusions, and Recommendations................ 37

5. 1 Summary of findings ................................................................... 37

5.2 Conclusions................................................................................ 37

5.3 Recommendations....................................................................... 38

Reference…………………………………………………………… 40 

Appendix 1 ………………………………………………………… 42

Appendix 11…………………………………………………………… 43