EFFECTS OF SALES PROMOTION ON CONSUMER PATRONAGE (A CASE STUDY OF HARDIS AND DROMEDAS NIGERIA, EMENE, ENUGU STATE.)

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