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THE ROLE OF EFFECTIVE SALES PROMOTION OF CONSUMER PRODUCTS IN A COMPETITIVE ECONOMY IN NIGERIA
ABSTRACT
The study is designed to find out the role of effective sales promotion of consumer products in a competitive economy in Nigeria. The study attempts to find out the effectiveness of sales promotion activities on sales volume and the consumer buying behaviour. The study also dwells on opportunities and limitations of sales promotion activities in Nigeria and its implication for marketing and broad economic policies, using Cadbury Nigeria, Plc, Kaduna as a case study. The researcher employed both primary and secondary sources of data collection. The main instrument of data collection was a consumer opinion survey questionnaire and personnel interview with the company sales and marketing personnel. A total of 200 hundred questionnaires were administered and the researcher used Kaduna State selecting the major towns to represent much broader areas. .After the statistical tests, the first hypothesis was accepted based on the observed significant correlation of sales promotion activities with the sales per unit of volume. This implies to some extent that the two variables are dependent. The study was concluded with some recommendations.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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