PROMOTION AS A STRATEGY OF MANUFACTURES TOOLS FOR CONSUMERS LOYALTY

ABSTRACT

This project is designed to give an insight on the influence of sales promotion on consumers   loyalty with reference to makeguns table wate, water, okigu 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.  

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.

1. New product planning and development is a strategy for increase consumer loyalty.
2. There are other strategies for increase consumer loyalty.
3. 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:

1. To know whether makaginus table water embarked on sales promotion.
2. To know the nature and extent of sales promotion carried out by firm.
3. To know if sales promotion activities influence consumer  loyalty.
4. To know which promo-tools bring out the desired result in terms of consumer loyalty.
5. To know if consumers complain about the sales promotion and the nature of such complaint.
6. To know how the firm addressed consumers complaint if any                                    1.4  RESEARCH QUESTIONS

The following questions will be addressed:

1. Does makaginus table water embark on sales promotion?
2. What is the nature and extent of sales promotion research is been carried out by the firm?
3. Do sales promotion activities influence consumer  loyalty?
4. Do promo-tools bring out the desire that result in terms of consumer  loyalty?
5. What is the nature of consumer-complaints about sales promotional strategies of the firm?
6. How does the firm address consumer’s complaints?

 1.5 RESEARCH HYPOTHESIS

Ho. There is a significant relationship between attitude consumer loyalty behaviors during sale Promotion

HI There is no significant relationship between attitude consumer loyalty behaviors during sale Promotion.

Ho. Price reduction has a significant relationship with consumer loyalty behavior during sales promotions.

H1 Price reduction has no significant relationship with consumer loyalty behavior during sales promotions

Ho: There is insignificant relationship between discount level and sales promotion.

H1 There is no insignificant relationship between discount level and sales promotion.

Ho: Sales promotion have  impact on customer retention.

H1: Sales promotion does not have any impact on customer retention.

H0: There is relationship between sales promotion and customer loyalty

H1: There is no relationship between sales promotion and customer loyalty

 1.6 SIGNIFICANCE OF THE STUDY

A research work of this type is important because it helps in drawing out careful analysis and evaluation on the influence of sales promotion on consumer’s loyalty adopted by makaginus  table water and also be of importance to up-coming organization that may like to carryout sales promotion activities, it will help them to actualize their set objectives.

This research also aims at finding out the appropriate sales promotional tools that appear to be most effective in mobilizing and securing customers active participation.

Finally, this research work will be of benefits to the followings

1. Manufactures
2. Marketers
3. scholars

1.7      SCOPE OF THE STUDY

This research is drawn from various organizations and it shows how sales promotional activities are applied in various organizations but the study is limited to promotion as a strategy of manufactures tools for consumer’s loyalty.

1.8       LIMITATIONS OF THE STUDY

The following problems were encountered by the researcher. This research is constrained by lack of time as the researcher carried out the work side by side with other academic work, like assignment, lectures and working for final examination.

Again, materials relating to the work were not enough in the available library. Therefore; the researcher encountered some financial problem in carrying out the research.

However, the research was able to be conducted due to adaptation.

• DEFINITION OF TERMS

Consumer: end user of the product.

Personal selling: Personal selling is a process in which an individual salesperson works one-on-one with a customer to try to match a product to her needs.

Consumer   loyalty:  is defined as a name, term, sign, symbol, design or combination of them that identifies the goods or service of one seller or group of seller and differentiate them from those of competitors.

Advertising: this is a paid form of non-personal communication of idea, product or services that transmitted to the audience through mass media such as television, newspaper, radio and magazine.