THE IMPACT OF SALE PROMOTION ON THE MANUFACTURING INDUSTRY (A CASE STUDY OF NIGERIA BAGS MANUFACTURING COMPANY IKEJA LAGOS)
TABLE OF CONTENT
Title page i
Table of contents vi
1.1 Background to the study 1
1.2 Statement of the research problem 2
1.3 Objectives of the study 3
1.4 Significant of the study 3
1.5Scope of the study 3
1.6 Limitations to the study 4
1.7 Definition of terms 4
CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction 6
2.2 Importance of promotion as a marketing mix 7
2.3 The need for promotion 7
2.4 Promotion and communication process 9
2.5 Communication process 10
2.6 Determination of cost implication in promotion 11
2.7 Effective of marketing strategy 12
2.8 Factory encourage the use of sales promotion 13
2.9 Selection of sales promotion method 15
2.10 Planning sales promotion programme 17
2.11 The promotion strategy 18
2.12 Objectives of sales promotion 18
2.13 Promotion objective 20
2.14 Production adoption groups21
3.0 Research methodology 25
3.1 Sample and sampling method 26
3.2 Method of data collection 27
3.3 Method of data analysis 28
3.4 Historical background of the case study 29
4.1 Introduction 38
5.1 Summary 47
5.2 Conclusion 48
5.3 Recommendations 49
1.1 BACKGROUND TO THE STUDY
The survival of any business organization defends on a very large scale of the patronage that it enjoy form those who consumer the product those promotion mean to push forward to advance in idea in such a way to gain acceptance and approval for it.
And also one of the crucial component in the setting of the consumer product is promoted which is used in pervasion and communication which could either be inform of advertisement personal selling, sales promotion as a competitor in the market hope to influence as many consumers as possible to choose their product over alternative product. Sales promotion is an effective strategy in an organization and is an important ingredient in most promotional program through which consumer are persuade and convinced to buy a product or services and common supported by sales promotion, this belief is strengthened by porter (1996). Whose work have attempted to spell out experimental analyses of the theory same promotion in relation to consumption.
Also according to ray wild (year) promotion is concerned primarily with the persuasion gained largely at securing increasing the sales of the actual market prior to this study, the researcher was able to observe restriction in the use of sale promotion show that the effective promotion strategies will diminish market effort while the presence of the effective promotion strategic will improve customer satisfaction. Important of sale promotion at profit and close monitoring of the research work will be readable and usefully to all manufacturing company as a whole.
1.2 STATEMENT OF THE RESEARCH PROBLEM
May business organization are facing serious problem how to reach their predetermined goal and objectives due to the competition merged with our distressed and inflationary condition the study is therefore to assist Nigeria manufacturing.
Particularly consumer manufacturing competes and managers or various organization to be acquainted with secret to success in an uncertain and competitive environment. This can be achieved by aiming at bringing to the limelight the effectiveness of sales promotion as opposed to ancient belief.
Business organization use sale promotion to stimulate and create awareness on the existence of the product and services through advertising this is because it is viewed as a key decision variable in influencing consumption pattern of the consumer.
1.3 OBJECTIVE OF THE STUDY
Especially this study will evaluate: the effectiveness of sale.
(1) Promotion on consumption behavior of consumer using the Nigeria bag manufacturing in Inaja as a reference point. It shall
(2) Also dwell on the relationship between sale promotion and consumer palter of censure.
1.4 SIGNIFICATION OF STUDY
Based on the series of beliefs that sale promotion does not correlate with increase relative consumption and those changes in consumer attitude a product or service is due to some factors like trial usage idea rather than sale promotion. While other believe that sale promotion would lead consumer form the stage of awareness to the interest stage hence the desire stage and finally to purchase which is the action.
the signification of the study is to identify and explain extent to which various sale promotion on sumor product can influence the consumption pattern and purchase in the part of the consuming.
1.5 SCOPE OF THE STUDY
The research study is limited to Nigeria bag Manufacturing Company. This study coyer the entire organization but will be represented by only 20/ of the whole population.
This research work is an attempt to bring to light some in effentible factor that would lead to marketing promotional strategy with particular attention of Nigeria bag manufacturing company.
1.6 LIMITATIONS TO THE STUDY
The availability, reliability, sufficiency, of data, textbook and other material determining in a great way the success of this research work.
Also, the cooperation of interviewed official and other information individual tell much on the success of the study.
OBJECTIVE OF THE STUDY
1. However, time and financial constraints as well as the non-disclosure of some of the organizations strategy reduced considerably the effort of the researcher.
2. It is notable however that the above mentioned constraint do not in any way invalidate this research work as the researcher was able to get relevant and needed information.
1.7 DEFINITION OF TERMS
PROMOTION: it is define as an exercise aimed at information persuasion and communication about goods or services to potential consumers in a manner designed to illicit positive action.
Sales promotion can be defined as a marketing activity outside personal selling, advertising and publicity. It is also used as a complement way to other promotional strategy and action.
Sales promotion can be defined as a marketing activity it is persona selling advertising and publicity. It is also used as a complement way to other promotional strategy and action.
CONSUMER: can be defined as a someone who buy and used product be service.
STRATEGY: can be defined as the means and skill of planning servicer of action for archiving an aims especially success against an opponent.
MANUFACTURING: can be defined as mean and process or business of producing good in factories.
INDUSTRY: the production of good especially in factories..