ABSTRACT
This work was to reflect on the attitude of consumers to sales promotion in Enugu Metropolis. This study became necessary considering the huge some of money which organization generally spent on sales promotion in order to affect consumers attitude. aking cognizance of the above, it is therefore became imperative to know if the game worth of the candle, that is of what impact or otherwise does sales promotion have no the attitude of consumers in Enugu metropolis and also whether consumers in Enugu approve/ disapprove sales promotion. The population of the study is Enugu metropolis; three hundred was used as a sample, they were selected in ogbete main market, due to the difficulties to study entire population within Enugu, convenient technique was used in the selection. Data were collected using questionnaire, which were analyzed and used in testing the formulated hypothesis and also the research made fining and recommendation which if are judiciously adhered to, more consumers in Enugu will engage in sales promotion activities, which tend to increase companies profit and awareness.
TABLE OF CONTENTS
Title pageii
Approval pageiii
Dedicationiv
Acknowledgement v
Abstract vi
Table of Contentsvii
CHAPTER ONE
Introduction
1.1Background of the study 1
1.2Statement of problems 3
1.3Objective of the study5
1.4Research Questions 6
1.5Statement of Hypothesis 7
1.6Scope of the Study8
1.7Limitation of Study 9
1.8Significance of the study9
1.9Definition of Terms 10
1.10Scope of the study
CHAPTER TWO
2.1Review of literatures12
2.2Sales Promotion Strategies and objectives14
2.3Types of Sales Promotion 16
2.4Sales Promotion as An Important Tool 25
2.5Factors Influencing the Use of Sales 26
2.6Attitudes27
2.7Nature of Attitude29
2.8Attitude Formation 36
CHAPTER THREE
3.0Research Methodology48
3.1Research Design 48
3.2Sources of Data 48
3.3Population of the study 49
3.4Sample Selection Procedure50
3.5Questionnaire Design 51
3.6Method of Data Treatment and Analysis 53
CHAPTER FOUR
4.1Data presentation and Analysis54
4.2Testing of Hypothesis 66
4.3Discussion 82
CHAPTER FIVE
5.1Summary of Findings84
5.2Recommendations86
5.3Conclusion 88
5.4Suggestion for further Research 89
Appendix
Bibliography