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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