Effects Of Sales Promotion On Organization.

Abstract

The business environment has become very competitive in the 21st century due to the

growth in technology, infrastructure and access to information around the

globe. This has made the environment very complex and consumer preferences keep

changing because of the low switching cost in the market. Due to this increasing demand of consumers in the market, management of business

organizations have to increase their resources with attention focused more on attracting

and retaining its customers (Kotler, 2003).

The ever increasing competition in the global market has prompted organizations to

be determined and ensure satisfaction of customer needs and wants more efficiently and effectively than ones competitors (Kotler, 1988).Sales

promotion is an initiative undertaken by organizations to promote and increase

sales, usage or trial of a product or services (Aderemi, 2003). Sales promotion

refers to the provision of incentives to customers or to the distribution channel

to stimulate demand for a product. It is an important component of an organizations overall marketing strategy along with advertising, public

relations and personal selling. Sales promotion acts as a competitive weapon by

providing an extra incentive for the target audience to purchase or support one

brand over the other. It is particularly effective in spurring product trials

and unplanned purchases (Aderemi, 2003).

Sales promotion is a marketing activity that adds to the basic value proposition behind

a product (i.e. getting more for less) for a limited time in order to stimulate

consumer purchasing, selling effectiveness or the effort of the sales force

(Aderemi, 2003). Thisimplies that, sales promotion may be directed either at

end consumer or at selling intermediaries such as retailers or sales crews.

CHAPTER ONE

INTRODUCTION

1.1 Background information

1.2 Statement of the problem

1.3 Objectives of the study

1.4 Research Questions

1.5 Justification

1.6 Scope of the study.

1.7 Limitations of the study

CHAPTER TWO

LITERATURE REVIEW

2.0 Introduction

2.1 Theoretical Review

2.3Critique of the existing literature

2.4 Summary

2.5 Research gaps

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

3.1 Research design

3.2 Population

3.6 Data collection procedure

3.7 Pilot test

3.8 Data processing and analysis

CHAPTER FOUR

RESEARCH FINDINGS AND DISCUSSION

4.1 Introduction

CHAPTER FIVE

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

REFERENCES

APPENDIX 1

APPENDIX II

QUESTIONNAIRE

APPENDIX III

WORK PLAN

APPENDIX IV

BUDGET

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Effects Of Sales Promotion On Organization.

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