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IMPACT OF SALE PROMOTION ON SMALL SCALE ORGANISATION
Categories
Table of contents
TABLE OF CONTENTS
Title Page i
Certification ii
Dedication iii
Acknowledgements iv
Abstract vi
Table of Contents vii
List of Tables x
List of Figures xiii
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study 1
1.2 Statement of Problem 4
1.3 Objectives of the Study 4
1.4 Research Questions 5
1.5 Research Hypotheses 5
1.6 Significance of the Study 6
1.7 Scope of the Study 6
1.8 Limitation of the Study 6
1.9 Operational Definition of Terms 7
CHAPTER TWO: LITERATURE REVIEW
2.0 Introduction 8
2.1 Conceptual Review 8
2.1.1 Concept of Sales Promotion 8
2.1.2 Types of Sales Promotion 11
2.1.3 Impact of Sales Promotion on Organisation Performance 13
2.2 Empirical Review 14
2.3 Theoretical Review 17
2.4 Historical Background of the Case Study (Fan Milk Nigeria Plc) 19
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction 22
3.2 Research Design 22
3.3 Population of the Study 22
3.4 Sample and Sampling Techniques 22
3.5 Research Instrument 23
3.6 Procedure of Administration of Instrument 23
3.7 Method of Data Analysis 24
CHAPTER FOUR: RESULTS AND INTERPRETATION
4.1 Analysis of Consumer’s Questionnaire 25
4.2 Analysis of Organisation’s Questionnaire 34
4.3 Testing of Hypothesis 44
CHAPTER FIVE: DISCUSSION, CONCLUSION AND
RECOMMENDATIONS
5.1 Discussion of Findings 46
5.2 Conclusion 47
5.3 Recommendations 48
References 49
APPENDIX I: Organisations’ Questionnaire 52
APPENDIX II: Consumers’ Questionnaire 54
LIST OF TABLES
Table Title Page
4.1.1 Gender Distribution of Respondents 25
4.1.2 Age Distribution of Respondents 25
4.1.3 Marital Distribution of Respondents 26
4.1.4 Occupational Distribution of Respondents 26
4.1.5 Distribution of Respondents by Qualification 27
4.1.6 I am aware of what is called sales promotion 27
4.1.7 Sales promotion tools such as special sales, price off and 28
coupons, stimulate consumers to repeat purchase.
4.1.8 Couponing, free samples and premiums are sales promotion 28
techniques that persuade the consumers to repeat purchase.
4.1.9 Cent-off coupons stimulate consumers repeat purchase 29
4.1.10 If I am satisfied with the sample of a product, I continue to 29
buy when promo stops.
4.1.11 Scratch and win instant type of sales promotion prompt 30
consumers repeat purchase.
4.1.12 Incentive type of promotions like premium and pricing deals attract 30
more consumers and increase the repurchase rate of occasional users.
4.1.13 An impact coupon would be appropriate for firms to create loyal user 31
and build up more repeat purpose.
4.1.14 Sweepstake and gifts are among the sales promotions that induce 31
buyers to continue to buy
4.1.15 The major promotion tools that lead consumers to buy repeatedly 32
are cash refund offer, patronage awards and free goods.
4.1.16 The use of coupon that can be redeemed on the next purchase 32
occasion is believed to encourage repeat purchase.
4.1.17 Sales promotion is used to attract consumers to repeat purchase 33
4.2.1 Gender Distribution of Respondents 34
4.2.2 Age Distribution of Respondents 34
4.2.3 Marital Distribution of Respondents 35
4.2.4 Distribution of Respondents by Department 35
4.2.5 Working Experience of Respondents 36
4.2.6 Academic Qualification of Respondents 36
4.2.7 Sales promotion tools such as special sales, price off and coupons 37
are used to stimulate consumers to repeat purchase.
4.2.8 Couponing, free samples and premiums are sales promotion techniques 37
used by organisation to persuade the consumers to repeat purchase.
4.2.9 Fan Milk use cent-off coupons to stimulate consumers repeat purchase 38
4.2.10 Scratch and win instant type of sales promotion is used by organisation to 38
stimulate consumers repeat purchase.
4.2.11 Incentive type of promotions like premium and pricing deals are used 39
to attract new triers, reward loyal customers and increase the
repurchase rate of occasional users.
4.2.12 An impact coupon would be appropriate for firms to create loyal users 39
and build up more repeat purpose.
4.2.13 The major promotion tools that lead consumers to buy repeatedly are 40
cash refund offer, patronage awards and free goods.
4.2.14 Sales Promotion is used to achieve organisation set goal. 40
4.2.15 Sales Promotion is used to persuade the end users to purchase a particular 41
product always
4.2.16 Combination of various types of promotional strategies helps 41
Fan Milk Nigeria Plc to achieve their set goals.
4.2.17 Sales promotions such as sales allowance and patronage awards 42
can create immediate impact on sales.
4.2.18 Scratch and win promotion strategy affect the general buying 42
behaviour of Fan Milk product consumers especially in off-season.
4.2.19 Sales promotion is normally used to boost sales thereby increasing the profit. 43
LIST OF FIGURE
Figure Title Page
2.1 Types of sales promotion. 13
2.2 Organogram of Fan Milk Nigeria Plc, Ibadan Depot 21
Abstract
ABSTRACT
This research investigated the impact of sales promotion on small scale organisation with focus on Fan Milk Nigeria Limited. Three research questions were raise to guide the study while two research hypotheses were tested. The research employed descriptive survey research. Two sets of questionnaires was designed for the study. The questionnaires was administered on fifty staffs and fifty consumers using random sampling techniques and analysed using simple percentage for research questions and chi-square method of analysis to test the hypothesis. The findings of the study revealed that there is a significant impact of sales promotion on customers repeat purchase of a product. It also showed that there is a significant impact of sales promotion on the achievement of organisation set goals. The study concluded that sales promotion techniques adopted can determine consumers repeat purchase. It was therefore recommended that manufacturing organisations should always engage in more promotional mix strategies and should also be creative to consumers in order to enhance and boost sales revenue.
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