ABSTRACT

Sales promotion is a promotional mix element or incentive used by an organization in communicating to the target audience, it is used to communicate both factual and persuasive message to consumers and perspective buyers with a view to increase their market performance (through sales). It is one of the controllable elements which organization could easily manipulate in other to achieve its end and objective. However it has not been so in the real life situation. This study however has partly responded to this problem by concentrating on the single element sales promotion. The purpose of the study is to determine if sales promotion could be use to increase market performance of the industry, and also enlighten on the importance of sales promotion to know whether consumers are influenced or stimulated by sales promotion practices. The research methodology employed in this study was the survey method and data collection was done through the use of questionnaire. The research was able to find out that sales promotion has significant impact on market performance and can be used to stimulate demands by the prospect or consumers. Recommendations were also made of which, if followed and implemented will bring tremendous benefit to Emily Millionaire Cosmetics industries and other organizations.

TABLE OF CONTENT

Declaration - - - - - - - - - - -    i

Certification - - - - - - - - - -    ii

Dedication - - - - - - - - - -    iii

Acknowledgement - - - - - - - - -    iv

Table of Content - - - - - - - - -    v

List of Tables - - - - - - - - - -   viii

Abstract - - - - - - - - - - -    x

CHAPTER ONE

Introduction

1.1    Background of the Study - - - - - - -    1

1.2 Statement of Problem: - - - - - - - -    4

1.3    Objective of the Study - - - - - - - -    5

1.4 Research Question: - - - - - - - -    6

1.5 Significance of the Study - - - - - - -    6

1.6 Statement of Hypotheses - - - - - - -    7

1.7 Scope of the Study: - - - - - - - -    7

1.8 Limitations of the Study: - - - - - - -    8

1.9 Definition of Terms - - - - - - - -    9

Chapter Two

2.0 Review of Related Literature - - - - - - -    11

2.1 Industrial Orientation of Promotions towards the Market Place -    14

2.2 Sales Promotion Techniques: - - - - - -    16

2.3 Types of Sales Promotion - - - - - - -    17

2.4 Relationship between Sales Promotion and Market Performance:-18

2.5 Sale Promotion in the Marketing Mix - - - - -    23

2.6 Effectiveness of Sales Promotion in Market Performance - -    24

2.7 Management of Sales Promotion: - - - - - -    25

2.8 Sales Promotion in Nigeria - - - - - - -    25

2.9 Consumer Attitude to Sales Promotion - - - - -    27

CHAPTER THREE

Research Methodology

3.1 Research Design - - - - - - - - -    29

3.2 Study Area - - - - - - - - -  29

3.3 Study Population - - - - - - - - -    30

3.4 Sampling Plan - - - - - - - - -    30

3.5 Sample Size Determination - - - - - - -    30

3.6 Source of Data - - - - - - - - -    33

3.7 Collection of Data - - - - - - - -    34

3.8 Data Presentation and Analysis - - - - - -    35

3.9 Model Specifications - - - - - - - -    35

3.9.1 The Simple Linear Regression Model - - - - -    35

3.9.2 Model Specification for Chi-Square - - - - -    36

3.10 validity and Reliability - - - - - - - -    37

CHAPTER FOUR

           Data Presentation Analysis and Interpretation

4.1 Questionnaire Distributions - - - - - - -    38

4.2 Hypothesis Testing - - - - - - - -    50

 CHAPTER FIVE

5.1 summary of finding: - - - - - - - -    56

5.2 Conclusion - - - - - - - - - -    58

5.3 Recommendation - - - - - - - -    60

Reference

Appendix 

LIST OF TABLES

4.1 Questionnaire Distributions - - - - - -      38

4.1.1 Distribution on Education Background of the staff respondents - 39

4.1.2 Distribution on work experience - - - - - -    40

4.1.3 Sex distribution of consumers’ respondents - - - -    40 

4.1.4 Age distribution of consumers’ respondents. - - - -    41

4.1.5 Distribution on the effect of sales promotion - - - -    42

4.1.6 Can lack of knowledge of sales promotion practices lead to low performance - - - - - - - - -    42

4.1.7 Does ineffective use of sales promotion causes sales drop in your industry - - - - - - - - - -    43

 4.1.8 Does effective sales promotion play any part in performance of cosmetics industry - - - - - - - -    43

4.1.9Distribution on the Sales Performance of sales people - -    44

4.1.10 Distribution on customer attitude - - - - - -    45

4.1.11 Distribution on performance increase - - - - -    45

 4.1.12 How effective is your distribution strategy adopted during sales promotion activities - - - - - - - -    46

 4.1.13. Can lack of good distribution service during sales promotion lead to          low performance sales. - - - - - - -    46

4.1.14: What kind of promotional activities influences you to buy the product? - - - - - - - - - -    47

4.1.15: Sales and customers Motivation - - - - - -    48

4.1.16 Sales promotion customers’ motivation and performance extent.-48  

4.1.17 Do you go for re-purchase after sales promotion period? - -    49

4.3 The Simple Linear Regression Model - - - - -    51

4.4 Chi-square analysis of sales promotion on customers’ motivation