The Impact of Sales Promotion on the Purchase of Consumers Goods.
Abstract
The study appraised the impact of sales promotion on the purchase of consumer goods. The research was carried out to evaluate some of the objectives at which sales promotion affect the purchase of consumer goods.
- Determine among the classes of people living in Nsukka, the particular class that is influenced or can be influenced with sales promotion on the consumer
- Determine if illiteracy can have any impact on the application of sales promotion on the purchase of consumer
- Recommend ways of mitigating the problems of sales promotion.
the survey method of research was used in the study. A sample of the population was drawn out due to the difficulties involved when trying to study the whole population.
The study made an extensive use of questionnaire which comprises of open ended Questions, dichotomous questions and multiple choice questions The study had sample sizes of 400 drawn from the population of the residents of the Nsukka urban.
The sample comprises of the University of Nigerian,Nsukka community, the Nsukka Host Community and the traders.
Table Of Contents
Title Page – – – i
Certification – – – ii
Approval page – – – iii
Dedication – – – iv
Acknowledgment – – v
Abstract – – – – viii
Table of Contents – – x
List of Tables – – – -xiv
CHAPTER ONE
- Introduction – – – – – – – 1
- Background of the Study – – – – – 1
- Statement of the Problems – – – – 7
- Research Questions – – – – – – 9
- Purpose of the Study – – – – – – 10
- Objective of the Study – – – – – – 10
- Formulation of Hypotheses – – – – 11
- Significance of the Study – – – – – 11
- Scope of the Study – – – – – – – 13
- Limitations of the Study – – – – – 14
- Definition of Terms – – – – – – 14
References – – – – – – – 16
CHAPTER TWO
- Meaning of Sales Promotion – – – – – 17
- Classification of Sales Promotion – – – 21
- Types of Sales Promotion – – – – – 23
- Consumer Sales Promotion – – – – 23
- Traders Sales Promotion – – – – – 28
- Objectives Sales Promotion – – – – 32
- Sales Promotion Capabilities – – – – 34
- Limitations of Sales Promotion – – – – 36
- History of Sales Promotion – – – – 37
- Purpose of Sales Promotion – – – – 39
- Theories of Sales Promotion – – – – 40
- Sales Promotion Media – – – – – 41
- Consumer Behaviour – – – – – 43
- Meaning and Types of Consumer Goods – – 45
- Rationale of Sales Promotion – – – – 46
- Sales Promotion Plan Preparation – – – 47
- Factors Affecting the Selection of Sales Promotion Blend – – 49
- Sales Promotion does Something Different to Stimulate Change – 53
- Sales Promotion Spending it Big and Getting
Bigger – – – 54
- Sales Promotion for Final Consumer or Users – 54
- Categories of Sales Promotion – – – –
References – 56
CHAPTER THREE
- Scope of the Study – – – – – – 58
- Research Design – – – – – – – 58
- Sources of Data – – – – – – 59
- Questionnaire Design – – – – – 61
- Population of the Study – – – – – – 61
- Sample Size Determination – – – – – 62
- Sampling Process or Procedure or Techniques – 63
- Method of Data Presentation – – – – – 64
- Method of Data Analysis – – – – – – 64
- Level of Significance – – – – – – 67
- Decision Rule – – – – – – – 68
References – – – – – – – – 69
CHAPTER FOUR
- Data Presentation and Analysis – – – 70
- Data Presentation – – – – – – 70
- Data Analysis – – – – – – – 73
- Testing of Hypothesis – – – – – – 83
CHAPTER FIVE
- Summary of Finding, Concussion and Recommendation – 88
- Summary of Findings – – – – – 88
- Conclusion – – – – – – – 90
- Recommendation – – – – – – 91
Bibliography – – – – – – – 92
Introduction
Background Of Study
Sales promotion is one of the four aspects of promotional mix or marketing mix, (the other three parts of the promotional mix are advertising, personal selling, and publicity/public relations).
Sales promotion includes the media and non-media marketing communication mix or tools employed for a predetermined, limited time to increase consumer demand, stimulate market demand or improve product availability (American Marketing Association).
Some of the examples of sales promotion which are good in carrying out the above definition are contests, point of purchase displays, rebates, rebates, free travel such as free flights (American Marketing Association).
Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as wholesalers and retailers).
Bibliography
Bakanauskas, Arvydas, Pileliene, Lina, (2007): Impact of Sales Promotion Efforts on Customers Choice : publication on social research.
Baker M. I. Brown, and A. J. Parkinson (1983): Marketing Theory and Practice: 2nd Edition, Hong Kong Macmillan.
Blattberg, Robert C. and Scott A. Neslin (1990): Sales Promotion: Concepts, Methods and Strategies: Prentice Hall.
Carrick, P. M. Jnr. (1959): “Why Continued Advertising is Necessary: Journal of Marketing.
Eboh C. E. (1998) :“Social and Economic Research; Principles and Methods”: Lagos, Academic Publications and development resources ltd.
http://www.En.wikipedia.org/wiki/consumer goods(accessed:April,2010).