ABSTRACT

The use of sales promotion is becoming one of the most fashionable marketing strategies in the industry. This is because the message conveyed through sales promotion influence the purchasing decisions of consumer this study was therefore carried out to empirically evaluate the effects of sales promotion on sales growth. To achieve the stated objective primary data were collated from questionnaires that were through a field survey. The data collected was analysed using the frequency table and percentage method and one way Analysis of Variance (ANOVA) was used for futher statistical inference. The research revealed that sales promotion was considered the most effective promotional element stimulating buyers behavior. The company should conduct market research as a continuous exercise to find out trends in buyers behavior and direct promotional appeal towards shaping such behavior. 

TABLE OF CONTENT

Title i

Declaration ii

Certification iii

Dedication

Acknowledgement

Table of Content

List of Tables

List of Figures

Abstract

CHAPTER ONE

INTRODUCTION

1.1. Background of the Study

1.2. Statement of Problem

1.3. Objectives of the Study

1.4. Research Questions

1.5. Hypotheses Formulation

1.6. Significance of the Study

1.7. Scope of the Study

1.8. Definition of Terms

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1. Historical Background

2.2. Relevance Models of the Study

2.3. Services rendered by Sales Promotion

2.4. Methods of Sales Promotion

2.5. Sales Promotion and the sales force

2.6. Sales Promotion and Middlemen

2.7. Sales Promotion and the Consumer

2.8. Evaluation of Sales Promotion

2.9. The Purpose and Objectives of Sales Promotion

2.10. Summary

CHAPTER THREE

RESEAECH METHODOLOGY

3.1. Research Design

3.2. Population the Study

3.3. Sampling Design

3.3.1. Sampling Unit

3.3.2. Sample Size

3.3.3. Method and Procedure of Sampling

3.4. Sources of Data

3.5. Data Analysis Techniques

CHAPTER FOUR

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.0. Presentation of Data

4.1. Test of Hypothesis

4.2. Test of Hypothesis One

4.3. Test of Hypothesis Two

4.4. Test of Hypothesis Three

4.5. Discussion of Findings

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1. Summary of Findings

5.2. Conclusion

5.3. Recommendation

5.4. Suggestion for Futher Studies

Reference

Questionnaire