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Effect Of Sales Promotion On The Marketing Of Consumer Goods

(A Case Study Of Nigeria Bottling Compny Plc Enugu)

5 Chapters
|
69 Pages
|
8,212 Words

Sales promotion plays a crucial role in influencing the marketing of consumer goods by enhancing product visibility, driving customer engagement, and stimulating purchasing behavior. In the competitive landscape of consumer goods, implementing effective sales promotion strategies becomes imperative for brands to stand out. These strategies, such as discounts, coupons, and limited-time offers, not only attract potential customers but also create a sense of urgency, prompting quicker decision-making. By strategically integrating sales promotion into marketing initiatives, companies can amplify brand awareness, entice new customers, and foster loyalty among existing ones. The impact of sales promotion on consumer goods marketing goes beyond immediate sales; it creates a dynamic marketing environment where brands can adapt to changing market trends, connect with diverse consumer segments, and ultimately enhance their market position.

ABSTRACT

This research is on the effect of sales promotion on the marketing of consumer goods with reference on Nigerian bottling company Plc Enugu. The problem being investigated are as follows: the effect of sales promotion on consumer goods. The vates at which consumers demand increase/ decrease after sales promotion effects of sales promotion on sales and profit after campaign.
The method used in collecting data were primary and secondary.
Secondary data were collected form journals magazines newspaper and text books.
The analytical method was chi-square (x2) is reach significant testing conclusion on the effects of sales promotion on the marketing of consumer good in Nigeria sales promotion has been found to boost the profit margin of the industries.

TABLE OF CONTENT

Title page
Approval page
Dedication
Acknowledgement
Abstract
Table of contents
List of table.

CHAPTER ONE
INTRODUCTION
1.1 Background of the study
1.2 Statement of the problem
1.3 Purpose of the study
1.4 Scope of the study
1.5 Research hypothesis
1.6 Significance of the study
1.7 Definition of terms

CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 Meaning of sales promotion
2.2 Objective of sales promotion
2.3 Types of sales promotion tools
2.4 Factors that contribute to sales promotion and increase in the sales of consumer good
2.5 Sales promotion activity in Nigeria since independence.
2.6 Effects of sales promotion on business profit

CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
3.1 Research design
3.2 Area of the study
3.3 Population of the study
3.4 Sample size and procedure
3.5 Validation and reliability of the instrument
3.6 Method of data collection
3.7 Methods of analysis
3.8 Instrument for data collection

CHAPTER FOUR
PRESENTATION AND ANALYSIS OF DATA
4.1 Data presentation and analysis
4.2 Educational qualification of respondents
4.3 Occupation of respondents
4.4 Interest in financial/soft drinks
4.5 Reason for not drinking mineral soft drinks
4.6 Choice of brand
4.7 Interest in sales promotion
4.8 Effect of sales promotion on consumer demands
4.9 Reason for increase in the product during promotion
4.10 Impact of sales promotion on consumer goods
4.11 Rate of consumption in the arte of consumption after sales promotion campaign
4.12 Reasons for increase in the rate of consumption after sales promotion campaign

CHAPTER FIVE
DISCUSSION RECOMMENDATION AND CONCLUSION
5.1 Discussion of result/finding
5.2 Conclusion
5.3 Implication of research finding
5.4 Recommendation
5.5 Suggestion for further studies
Bibliography

CHAPTER ONE

INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Sales promotion is an indirect form of marketing promotion inserted to stimulate quick action. As competition between business organizations go up it became imperative to turn attention to consumer needs and wants which one naturally insatiable sales promotion arose to challenge all other marketing activities like personal selling advertising and publicity that stimulate consumer purchasing and dealer attentive ness such as show exhibition coupon contents samples premiums etc are usually short term in nature.
Several authors have stated that need for all business entities to adopt sales promotion until they driven to it by circumstance like sales decline slow growth changes of buying pattern by customer and in measuring competition since profit is a vital requirement of business it is conventional to regard it as first control purpose.
According to Kinner and Beehardt (1985) sales promotion is intended to aid both consumer pull and dealer push. They thus categorized common sales promotion techniques in terms of their consumer forces.
Consumer pull promotion techniques are such activities like sampling price incentive or deal sent off offer refund or rebate contest premium like freeze in pack free in mails self liquidator and resalable containers . while trade push promotions to cheques are such activities like money bonus gifts etc. sales promotion handles middle group between advertising and personal selling. It is usually not directed al large advice as advertising but it is directed at much larger effort.
In recent years sales promotion has grown so rapidly it is this rapid increase therefore that the world economic like Nigeria are in down-turns which has called the attention of the researcher to reach and found out it effects on marketing emphasis on the Nigerian bottling company Plc Enugu the brewer of coke sprite fanta and lemon.

1.2 STATEMENT OF PROBLEM
1. Coca-cola though world renowned multinational company with impressive advertisement profit however the product had not benefited the looks and economies of the Nigeria market.
2. The quality of the product notwithstanding the competitors through personal selling had been improving in their share of the market.
3. Nigeria bottling company had been giving free gifts to their customers for promotional purpose but consumer not withstanding still demand the soft drink of heaper prices.
4. Nigeria bottling company paint the shops of the customers that not withstanding their competitors less impressive promotional efforts were able to self the products in the same shop.

1.3 PURPOSE OF THE STUDY
As sales promotion activities sales consumer goods in Nigeria has expanded rapidly in recent time. The researcher carried out the study on the Nigeria bottling company Plc with the view of finding out the effects which sales promotion has on their profit and sales before promotion during and after promotion.
Purpose of the study can be seen in the following perspectives.
1. What are the effect of sales promotion on marketing of consumer goods with emphasis on Nigeria bottling company Plc Enugu
2. The effect sales of promotion on profit and sales of Nigeria bottling company Plc.
3. The effect of sales promotion on the demand of consumers
4. Acceptability of sales promotion and marketing strategy by the consumer

1.4 SCOPE OF THE STUDY
The scope of this very wide if it has to be carried out in the entire Nigerian bottling company.
This study is therefore limited to Enugu the research work was carried out at the premises of the Nigerian bottling company Plc Enugu
The marketing manager who of course knows the work schedules took the researcher over to the sales manager who also sacrifices his working hours to lecture me on the activity of consumer good. This research work is based on the findings at Nigerian bottling company Plc Enugu department.

1.5 RESEARCH QUESTIONS
1. What plan/procedure/strategy does Nigeria bottling company use in marketing of consumer goods?
2. Are there any militating tenor hindering the strategy used by Nigeria bottling company Plc.
3. Does Nigerian bottling company Plc promotional strategy for marketing of their goods form with its goods?
4. Are there any relationship between sales promotion and consumer demand

1.6 RESEARCH HYPOTHESIS
It is in consideration of the problem stated above and the objectives of the study enumerated that the researcher propounded the following hypothesis.
Hi: Sales promotion has a positive effects on the profit and sales of
industries
Hi: There is significant relationship between sales promotion and consumers
demand
Ho: Sales promotion does not have a positive effects on the profit and sales of industries
Hi: There is no significant relationship between sales promotion and consumers demand

1.7 SIGNIFICANCE OF THE STUDY
The researcher is of the opinion that this study on the effect of sales promotion on the marketing of good will be of immense benefit to the following.
a. Manufacturing companies and the various arms of the intermediaries for instance the issue varied in the research work and recommendations made will assist the management of the manufacturing companies identify their respective problem areas and consequently measures to rectifying them
b. Government this study will enable the appropriate government agency/ministry changed with overseeing company matters to make policies that will have for reaching impact on the activities of manufacturing company in Nigeria. This will ensure simplify in their operation and still uphold the ethics of the profession.
c. Public having explained the activities of manufacturing company in sales promotion on marketing of consumer goods in the country and the inherent benefit of their services will motivate them to take advent age of the benefit provided by the company in the market.

1.8 DEFINITION OF TERMS
Franchise: It is formal permission given to a company that wants to sell to goods or services in a particular area.
Promotion: A number of people or things taken from a larger group an used in test to provide information about the group
Incentives: Something that encourages somebody to do something

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Effect Of Sales Promotion On The Marketing Of Consumer Goods:

Sales promotion can have a significant impact on the marketing of consumer goods. It is a marketing strategy that involves offering incentives or discounts temporarily to encourage consumers to make a purchase or take a specific action. Here are some of the key effects of sales promotion on the marketing of consumer goods:

Increased Sales: Sales promotions, such as discounts, coupons, or limited-time offers, can stimulate immediate purchases. Consumers are often more motivated to buy when they perceive a good deal, leading to an increase in sales volume during the promotional period.

Customer Acquisition: Sales promotions can attract new customers to a brand or product. For example, a buy-one-get-one-free offer might encourage consumers to try a product they haven’t purchased before. This can help expand the customer base.

Brand Awareness and Visibility: Promotions can enhance brand visibility and awareness. When companies run promotions, they often advertise them through various channels, such as social media, email marketing, or in-store displays. This increased visibility can lead to higher brand recognition.

Inventory Management: Sales promotions can be used strategically to manage inventory levels. For example, a business might offer discounts on seasonal items to clear out excess stock or to make room for new products.

Customer Loyalty and Retention: Repeat promotions, loyalty programs, or rewards can foster customer loyalty. When consumers receive discounts or incentives regularly, they are more likely to continue purchasing from a brand.

Competitive Advantage: Sales promotions can help a company gain a competitive edge in the market. If a company offers more attractive promotions than its competitors, it may draw customers away from rivals.

Product Trial and Sampling: Promotions can encourage consumers to try new products or variants. Sampling or free trial offers can be especially effective in introducing consumers to unfamiliar products.

Short-Term Revenue Boost: Sales promotions can generate a short-term boost in revenue, which can be beneficial for businesses facing financial challenges or aiming to meet specific sales targets.

Data Collection: Promotions can be used to collect valuable consumer data. For instance, businesses often require customers to sign up for newsletters or loyalty programs to access discounts, allowing them to gather information for future marketing efforts.

Market Research: Promotions can serve as a testing ground for new marketing strategies. Companies can gauge consumer response to different types of promotions and adjust their marketing plans accordingly.

Clearing Slow-Moving Stock: Businesses can use promotions to sell slow-moving or outdated inventory, preventing losses due to unsold goods.

However, it’s important to note that while sales promotions can have many positive effects on consumer goods marketing, they should be used judiciously and in alignment with the overall marketing strategy. Overreliance on promotions can erode brand value and profitability in the long term, as consumers may come to expect discounts and be less willing to pay full price. Therefore, it’s essential to strike a balance between promotions and maintaining the brand’s perceived value.