ABSTRACT 

The study was designed to examine the effect of sales promotion on market performance in PZ Cussons Nigeria Plc Aba, specifically the personal characteristics of the respondent were examine, factors  that influence sales promotion were examine, benefit of sales promotion was evaluated and extent to which sales promotion affects market performance.  A survey method was used, this enabled the researcher get the opinion(s) of respondents of the effect of sales promotion on market performance with 120 respondent from the state using a well-structured questionnaire.  Descriptive analytical tools such as mean, frequencies, percentage, standard deviation and “X2” test statistical method was used in data analysis. Result shows that, majority of the respondent reported experience as a key factors that influences sales promotion.  All the raribles of benefit of sales promotion were accepted by the mean range used for decision which is 3.0 and above.   Furthermore result shows that respondent agreed to a very high level that sales promotion affects market performance.  The hypothesis tested using chi-square (X2) method show that there is significant relationship between sales promotion and company market performance and that sales promotion led to improves profitability of company.  The study therefore recommend that PZ Cussons and manufacturing organizations in general, may engage always in more promotional mix strategies, and also tend to be creative to consumers; this in turn would enhance and boost sales revenue and promote sales. 

TABLE OF CONTENTS

Title page - - - - - - - - i

Declaration - - - - - - - - ii

Certification - - - - - - - - iii

Dedication - - - - - - - - iv

Acknowledgement - - - - - - - v

Table of Contents - - - - - - - - vi

List of Tables - - - - - - - - ix

Abstract - - - - - - - x

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 Questions - - - - - - 4

1.5 Research Hypothesis - - - - - - 4

1.6 Significant of the Study - - - - - - 4

1.7 Scope of the Study - - - - - - 5

1.8 Limitation of the Study - - - - - - 5

1.9 Definition of Term    - - - - - - - - 6

CHAPTER TWO

REVIEW OF RELATED SALES PROMOTION

2.1 Concept of Sales Promotion - - - - - 7

2.2 History of Modern Sales Promotion - - - 11

2.3 The Role of Sales Promotion in an Organization - 12

2.4 Objectives of Sales Promotion - - - - 12

2.5 Characteristics of Sales Promotion - - - - 15

2.6 Measuring the effectiveness of sales promotion - - 16

2.7 Sales Promotion Tools - - - - - - 16

2.7.1 Consumer Promotion Tools - - - - 17

2.7.2     Trade Promotion Tools - - - - - 20

2.7.3   Sales Force Promotion - - - - - 21

2.7.4     Advantages of Sales Promotion - - - - 23

2.8 Problems of Sales Promotion - - - - 23

2.9 Sales Promotion Strategy and Management - - 24

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design - - - - - - 25

3.2 Area of the Study - - - - - - 25

3.3 Population of the Study - - - - - 26

3.4 Determination of sample size - - - - 26

3.5 Method of Data Collection  - - - - - 28

3.6 Sample Technique - - - - - - - 29

3.7 Method of Data Analysis - - - - - 29

3.8 Validity - - - - - - - - 30

3.9 Reliability - - - - - - - - 30

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS 

4.1 Data Presentation - - - - - - 31

4.1.1 Age of Participants - - - - - - 31

4.1.2 Sex of Participants - - - - - - 33

4.1.3 Marital status of Participants - - - - - 33

4.1.4 Level of education of Participants - - - - 34

4.1.5: Participants Experience - - - - - 35

4.2 Factors that Influences sales Promotion - - - 36

4.3 Benefit of Sale Promotion - - - - - 37

4.4 Sale Promotion Strategies - - - - - 39

4.5 Extent of Sale Promotion on Sale Performance  - - 41

4. 6 Test of Hypothesis - - - - - - 42

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary - - - - - - - - 47

5.2 Conclusion - - - - - - -- - 49

5.3 Recommendation - - - - - - 50

References - - - - - - - - 51

Questionnaire