ABSTRACT

This research work is centered on the effect of Sales promotion on consumer patronage in Nigeria with particular reference to Hardis & Dromedas Nigeria, Enugu State. The research is aimed at finding out if a sales promotion activity has positive impact on the sales of a company product. In an attempt to achieve the objectives stated above, research samples of the opinion of the respondents gotten through convenient sampling procedures and the data gotten were analyzed through simple percentage. After the analysis, the following findings were made.

1. Hardis & Dromedas Nigeria adopts sales promotion

2. The organization needs the media to research customers

Based on the findings above, recommendations made were;

1. The organization should intensify its unit’s sales promotional activities.

2. The company should not neglect any promotion tool activity because each of them has a part to play in realizing the organization objectives.

3. The company should be innovative in nature.

TABLE OF CONTENT

Title page i

Certification page ii

Declaration iii

Dedication iv

Acknowledgement v

Table of contents vi

List of table viii 

Abstract ix

CHAPTER ONE: Introduction

1.1 Background of the study 1

1.2 Statement of the problem 4

1.3 Objectives of the study 5

1.4 Research question/ 6

1.5 Research hypothesis 7

1.6 Significant of the study 8

1.7 Scope of the study 8

1.8 Limitation of the study 9

1.9 Historical background 10

1.10 Definition of terms 12

References 15

CHAPTER TWO: Review of the Related Study

2.1 Introduction 16

2.2 Objective of sales promotion 18

2.3 Sales promotion tools 20

2.4 factors that contributed to sales 

promotion increase 23

2.5 Sales promotion in Nigeria

(Hardis &Dromedas Ltd, Enugu state) 26

2.6 Selecting the sales promotional tools 26

2.7 Development of sales force and sales

Programme 29

2.8 Pre-testing the sales promotion 32

2.9 Evaluating the effectiveness of sales promotion32

2.10 implementing the sales promotion programme 35

2.11 solving purchasing problems through

effectiveness of sales promotion in

consumers patronage of products 35

2.12 Current/empirical literature review 38

  References 44

CHAPTER THREE: Research Design and Methodology 

3.1 introduction 45

3.2 Research design 45

3.3 area of study 46

3.4 population of the study 46

3.5 Sample and sampling 47

3.6 Techniques for data collection 48

3.7 Methods of data analysis 48

References 50

CHAPTER FOUR: Data Presentation and Analysis 

4.0 Data presentation and results findings 51

4.1 Analysis of research questions 51

4.2 Research questions 54

4.3 The response of customers to sales promotion 57

CHAPTER FIVE: Summary of Findings, Recommendation Conclusion 

5.1 Summary 60

5.2 Conclusion 61

5.3 Recommendation 62

  Bibliography 64

Articles and Journals 66

Appendix/Questionnaire 67

LIST OF TABLES       PAGES

Table 4.1.1 Distribution based on sex of 

The consumers 51

Table 4.1.2 Distribution of age of consumers 52

Table 4.1.3 Distribution based on marital 

status of consumers 53

Table 4.1.4 Distribution based on

educational qualification 53

Table 4.2.1 Effectiveness of sales promotion on

Consumers patronage 55