PROMOTION AS A STRATEGY OF MANUFACTURERS TOOLS FOR CONSUMERS LOYALTY(A CASE OF MAKAGINUS TABLE WATER, OKIGWE IMO STATE)
ABSTRACT
This project is designed to give an insight on the influence of sales promotion on consumers loyalty with reference to makeginus table water, water, okigwe imo state. Based on the above purpose, some literatures were reviewed to enlighten on the meaning of sales promotion, on the meaning of sales promotion, including the steps necessary for its initiation an adoption. More concise and comprehensive information were gathered through primary and secondary data which help to elaborate more on this project topic. On the area of population and determining of sample size, survey research methods were adopted 60 questionnaires were distribute to the management , employees and customers of the firm. Data collected were analyzed and the following findings were made, that there is significant relationship between sales promotion and consumers loyalty. The findings also indicate that, there is significant relationship between consumer complaints and the nature of such complaints. Finally, the findings were summarized and the following recommendations were made; that the firm should embark on sales promotion. They should also adhere to their customer’s complaints, they should ensure that they produce product of higher quality, they should also ensure that they handle sales promotional programmes as an appropriate and acceptable marketing strategies in pursuance of their targets.
TABLE OF CONTENT
Title page – – – – – – – – – i
Approval Page – – – – – – – – ii
Dedication – – – – – – – – iii
Acknowledgement – – – – – – – iv-v
Abstract – – – – – – – – – vi
Table of contents – – – – – – – vii-ix
CHAPTER ONE
1.0 Introduction – – – – – – – 1
1.1 Background of the Study – – – – – 2-5
1.2 Statement of the Problem – – – – 6
1.3 Objectives of the Study – – – – – 7
1.4 Research Question – – – – – – 8
1.5 Significance of the Study – – – – – 8
1.6 Scope of the Study – – – – – – 9
1.7 Limitation of Sales Promotion – – – – 10
1.8 Definition of the Terms – – – – – 11
CHAPTER TWO
2.0 Literature Review- – – – – – – 12
2.0 Introduction – – – – – – – – 12
2.1 The Definition of Sales Promotion – – – 13
2.2 Consumers Loyalty – – – – 14-15
2.3 Schemes That reach Consumer Directly – – 16-18
2.4 Reasons for the Growth of Sales Promotion – 19-20
2.5 Problems SOLVED THROUGH Sales Promotion – 21
2.6 Planning and Develop Designing of the Sales
Promotion Programme – – – – – 22
2.6 Objectives of sales Promotion – – – – 23
References – – – – – – – 25
CHAPTER THREE
3.0 Research Design and Methodology – – – 26
3.1 Introduction – – – – – – – 26
3.2 Research Design – – – – – – 27
3.3 Source of Data – – – – – – – 27
3.4 Population And sample Size – – – – 28-29
3.5 Sample Techniques – – – – – – 30
3.6 Validity And reliability of Measuring Instrument 30-33
CHAPTER FOUR
4.0 Presentation and Analysis of Data – – – 33
4.1 Introduction – – – – – – – 34
4.2 Presentation of data – – – – – – 34
4.3 Analysis of Data – – – – – – 35-39
4.4 Interpretation of Results – – – – – 40-41
CHAPTER FIVE
5.0 Summary of Finding, Conclusion and – –
Recommendations – – – – – 42
5.1 Introduction – – – – – – – 43
5.2 Summary of Findings – – – – – 43
5.3 Conclusion – – – – – – – 44
5.4 Recommendation – – – – – – 45-45
References – – – – – – – 47-48
Appendix – – – – – – – – 49
Questionnaires – – – – – – – 50-54
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
In the previous years, sales promotion has not become popular. But in recent years it has grown so rapidly. It is this rapid increase that has promoted the attention to undertake this research and find out how sales promotion influences the consumer loyalty with special emphasis on makaginus table water. Sales promotion is an indirect form of intended to stimulate quick action. It is one of the variables in the promotional mix that organization uses to stimulate customers purchasing and dealer’s effectiveness such as displaying, shows, exhibition, demonstrations, coupons, contests, premiums, samples trade allowance and other routines selling effort are usually short term in nature. According to Kotler (2013) sales promotion is one of the promotional activity or material that act as a direct inducement to reseller, sales persons or consumer. It offers added value or incentive to buy or sell the procedure. A range of technique used to engage the purchaser.
The production of makaginus table water product in Nigeria is purely through franchising, that is selling its product as it is in all the consumer, and there is no change in marketing, advertising, taste and promotional activities. Also, the study of sales promotion as an element of promotional mix has been sadly inflicted both in the academic study of marketing and in makaginus table water. But incidentally, a major factor in the success of marketing of consumer goods it is not encouraging; therefore it is an unavoidable responsibility of this study to address these problems to the notice and comprehension of makaginus table water.
1.2 STATEMENT OF THE PROBLEM
The problem in new product planning and strategies for increase market share are as follows.
- New product planning and development is a strategy for increase consumer loyalty.
- There are other strategies for increase consumer loyalty.
- The survival of any manufacturing firm depending generally on strategy of manufactures planning and development.
1.3 OBJECTIVES OF THE STUDY
The following objectives were agreed to guide this study:
- To know whether makaginus table water embarked on sales promotion.
- To know the nature and extent of sales promotion carried out by firm.
- To know if sales promotion activities influence consumer loyalty.
- To know which promo-tools bring out the desired result in terms of consumer loyalty.
- To know if consumers complain about the sales promotion and the nature of such complaint.
- To know how the firm addressed consumers complaint if any.
1.4 RESEARCH QUESTIONS
The following questions will be addressed:
- Does makaginus table water embark on sales promotion?
- What is the nature and extent of sales promotion research is been carried out by the firm?
- Do sales promotion activities influence consumer loyalty?
- Do promo-tools bring out the desire that result in terms of consumer loyalty?
- What is the nature of consumer-complaints about sales promotional strategies of the firm?
- How does the firm address consumer’s complaints?
