ABSTRACT
This study was focused on the affect of sales promotion on sales volume of Vitafoam product in Enugu metropolis. The researcher find out various ways through which the company employed sales promotion to create awareness of their product, stimulate and arouse customers and dealers favourable behacviour towards the company and its products. This study was portrayed to determine the relationship between sales promotion effect and consumer patronage of the various brands.
Based on the objective of the study three hypothesis were formulated. The population of the study were drawn from the dealers and customer of Vitafoam company in Enugu Metropolis. Taro Yamanis formular was used to determine the sample size. The researcher made use of both primary and secondary data, structured questionnaire and personal interviews were used to elicit data from the respondents simple tables and percentage wee used to analyse data collected.
Based on the analysis, the following findings were made:
Most consumer are influenced by Vitafoam sales promotion.
The ales promotion message of Vitafoam company influence their product,.
Sales promotion by Vitafoam company Plc helps to create consumer awareness of their products.
Dealers confirmed that they sell more of Vitafoam product during promotional activities.
Vitafoam company Plc sales promotion has induced consumers to purchase their product.
The researcher recommends that the company should maintain and improve their sales promotion campaign and more sales promotional activities should be integrated with other promotional tools. In conclusion that Vitafoam company sales promotional activities influence consumers to buy more of their products and also their distributors.
TABLE OF CONTENT
Title Page
Certification
Dedication
Acknowledgement
Abstract
Table of Content
CHAPTER ONE
1.1Background of the Study
1.2Statement of the Problem
1.3Objective of the Study
1.4Research Question
1.5Formulation of Hypothesis
1.6Significance of the Study
1.7Scope of the Study
1.8Definition of Terms
CHAPTER TWO
2.0Literature Review
2.1Historical Development of Sales Promotion
2.2Sales Promotion Tools
2.3Objective of Sales Promotion
2.4Marketing Promotional Mix
2.5Pretesting and Post-testing the Sales
Promotion Programme
2.6Budgeting for Sales Promotion
2.7Historical background of Vitafoam
CHAPTER THREE
3.1Sources of Data
3.2Area of Study
3.3Population of the Study
3.4Determination of Sample Size
3.5Sampling Techniques
3.6Reliability of Research Instrument
CHAPTER FOUR
4.0Presentation, Analysis and
Interpretation of Data
4.1Presentation of Analysis and Data
4.2Test of Hypothesis
CHAPTER FIVE
5.0Discussion of Findings, Conclusion and
Recommendation
5.1Summary of Major Findings
5.2Conclusion
5.3Recommendation
Bibliography
Appendix