ABSTRACT

The research being carried out on the topic, The effect of promotions on the marketing of selected confectionery products in Nigeria covers Enugu Urban. The confectionery product basically studied is UAC confectioneries. This is to assertion the effect of promotional tools being used by UAC Company on their confectioneries. However, in addition to this, certain objectives also made the research necessary these are, to identify the forms of promotional tools used in selling confectionery product. To find out promotional tools on make suggestion as profitability of the strategy. Moreover, the research significant was to provide indebt knowledge in promotional strategy which will serve as a body of knowledge to be referred by the researchers. It will provide some insight into consumers response to various strategies used by business organization. The method being adopted in this research work are used of regression model methods, frequency tables, percentages and also questionnaires were distributed and collected respectively. During the presentation and analysis of data, some findings where made by the researcher which is as follows. That advertising and sales promotion was known by all the respondents as a major tools used in selling confectionery product. Those promotional tools create a high impact on the sales volume of confectionery product. That cost is the major constraint that militates against promotional tools. Finally, some of these suggestions were made by the researcher on how the effective use of promotional tools in marketing of confectionery products can be enhance it can be chanced through efficient product distribution and advertising above other tools. The price of the product should be affordable, the product should be delivered and placed in such a way that consumers will easily see them for easy identification and patronage. There should be an effective communication on any change or increase of product line.