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IMPACT OF SALES PROMOTION ON SALES TURNOVER OF ENTREPRENEURSHIP FIRM
Categories
Table of contents
CHAPTER ONE: Introduction 1
1.1 Background to the Study 1
1.2 Statement of the Problem 5
1.3 Objective of the Study 6
1.4 Research Questions 6
1.5 Research Hypotheses 7
1.6 Significance of the Study 7
1.7 Scope of the Study 8
1.8 Limitation of the Study 8
1.9 Operational Definition of Terms 8
CHAPTER TWO: Literature Review 9
2.0 Introduction 9
2.1 Conceptual Review 9
2.2.1 Overview of Sales Promotion 9
2.1.2 Types of Sales of Promotion 13
2.1.3 Concept of Sales Turnover 14
2.1.4 Nature of Entrepreneurship 15
2.2 Theoretical Literature 17
2.2.1 Combination Theory 17
2.3 Empirical Review 18
CHAPTER THREE: Research Methodology 24
3.0 Introduction 24
3.1 The Study Area 24
3.2 Population of the Study 24
3.2.1 Population Distribution 24
3.2.2 Sample Size and Procedure 25
3.3 Research Design 25
3.4 Type of Data and Instrument for Data Collection 25
3.5 Validity and Reliability of Research Instrument 25
3.6 Method of Data Analysis 26
CHAPTER FOUR: Results and Interpretation 27
4.0 Introduction 27
4.1 Analysis of Demographic Data 27
4.2 Analysis of Main Instrument 30
4.3 Testing of Hypotheses 41
CHAPTER FIVE: Discussion, Conclusion and Recommendations 44
5.0 Introduction 44
5.1 Discussion of Findings 44
5.2 Conclusion 46
5.3 Recommendations 46
5.4 Suggestion for Further Studies 47
References 48
Appendix: Questionnaire 52
LIST OF TABLES
Table Title Page
4.1.1 Gender Distribution of Respondents 27
4.1.2 Age Distribution of Respondents 27
4.1.3 Marital Distribution of Respondents 28
4.1.4 Working Experience Distribution of Respondents 28
4.1.5 Distribution of Respondents by Academic Qualification 29
4.2.1 We use sales promotion in our firm 30
4.2.2 Sales promotion stimulate consumers repeat purchase 30
4.2.3 Sales promotion is used to persuade consumers to purchase more products 31
4.2.4 Sales promotion is used to prompt consumer to increase buying frequency 31
4.2.5 Sales promotion creates consumer loyalty and increase the purchase
rate of a product 32
4.2.6 Sales promotion is used to expand or increase market coverage 33
4.2.7 Sales promotion is used to entice new customers that have been shopping at our competitors 33
4.2.8 Sales promotion attract new customers when they are actively in the market
for products and services 34
4.2.9 Sales promotion is used to re-activate old customers 34
4.2.10 Sales promotion provides the opportunity for additional profits through
sale of related items 35
4.2.11 Sales promotion build store traffic which results in sales turnover 35
4.2.12 Sales promotion is used to increase sales of a product in organization 36
4.2.13 Sales promotion is used to improve the sales of rare products 36
4.2.14 Sales promotion improve entrepreneurship firms profitability 37
4.2.15 Sales promotion can be used to improve the financial performance of
Entrepreneurship firms 38
4.2.16 Sales promotion is used to improve market share of entrepreneurship firms 38
4.2.17 Sales promotion increase consumption rate of a product 39
4.2.18 Sales promotion contribute to sales volume of a product 39
4.2.19 Sales promotion can be used to promote sales turnover in entrepreneurship
Firm 40
Abstract
This research investigated the impact of sales promotion on sales turnover of entrepreneurship firm. Three research questions were raise to guide the study while three research hypotheses were tested. The research employed descriptive survey research. Questionnaire was used as the prime instrument for data collection. The questionnaires was administered on one hundred and twenty five (125) staffs top management staffs drawn from twenty-five entrepreneurship firms in Sagamu Local Government Area and analysed using simple percentage for research questions and Pearson Moment Correlation Coefficient analysis was used to test the hypothesis. The results showed that there was impact of sales promotion on consumers repeat purchase of entrepreneurship firm products. It revealed that there is significant relationship between sales promotion and sales turnover of entrepreneurship firm. It also showed that there was impact of sales promotion on profitability of entrepreneurship firm. It was concluded that sales promotion cannot be underestimated in achieving stated objectives especially in this global competitive environment. However, entrepreneurship firm needs to adopt sales promotion as a tool for consumers repeat purchase.
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