ABSTRACT
Transportation is popularly referred to as an engine to every nation’s economy. But, in spite of the importance of transportation, the request for a good transport system remains an illusion. This is as a result of ineffective promotional strategies that the transport operators adopt. Therefore, this research work “Analyzing promotional strategies for Road Transportation Services- a study of ABC Transport Services in Umuahia” aims at determining the impact of public relations strategy and other promotional strategies used by the company; The impact of quality of services offered by the company on customers’ patronage as well as the impact of fares charged by the company. Related literatures written by some authors who have gotten real-world experiences on the field such as Kotler, Olakunori and Ejionueme and many others were reviewed. The study was carried out using pilot survey. Out of 50 people randomly selected, 30 have patronized the company, while 20 have not patronized the company using Topman’s formula. The responses of the consumers were presented and analyzed using chi-square(x statistical) method. The findings show that customers are satisfied with the fares charged by the company. Public relations activities adopted by the company have impacted positively on its profitability. The study therefore recommends that more vehicles should be procured and spoilt ones be repaired to ensure the availability of the vehicles on a continuous basis. The company should maintain its pricing strategies to enable it keep and sustain its customers: The Company should as well employ other strategies such as: Sales promotion, advertising, personal selling and publicity not only to increase its customer’s patronage but also to effectively compete with other transport industries.
TABLE OF CONTENTS
Title page……………………………………………………………………………………i
Certification………………………………………………………………………………...ii
Dedication………………………………………………………………………………….iii
Acknowledgement……………………………………………………………………........iv
Table of content …………………………………………………………………………….v
List of tables…..…………………………………………………………………………….vi
Abstract ….………………………………………………………………………………...vii
CHAPTER ONE: INTRODUCTION
1.1 Background of study1
1.2 Problem of the study 3
1.3 Objectives of the study 4
1.4 Research question 4
1.5 Research hypothesis 4
1.6 Significance of study 5
1.7 Scope of the study 6
1.8 Definition of terms 6
CHAPTER TWO: REVIEW OF RELEVANT LITERATURE
2.1 The concept of promotion 8
2.2 Roles of promotion 8
2.3 Components of promotional strategies 8
2.3.1 Advertising 8
2.3.2 Sales promotion 10
2.3.3 Personal selling 11
2.3.4 Public relation 11
2.4 Types of promotional strategies 12
2.5 Impact of promotional strategies on customer’s patronage 15
2.6 Meaning of transportation 15
2.6.1 Various modes of transportation 16
2.6.2 Problems& Prospects of Road Transportation Services 21
CHAPTER THREE: RESEARCH METHODOLOGY
3.0 Introduction 23
3.1 Research design 23
3.2 Sources of data 23
3.3 Population of the study 24
3.4 Determination of the sample size 24
3.5 Sampling procedure 26
3.6 Selection and construction of a research instrument 27
3.7 Method of data analysis 27
CHAPTER FOUR: DATA PRESENTATION. INTERPRETATION AND ANALYSIS
4.0 Introduction 28
4.1 Data presentation 28
4.2 Test of Hypothesis 40
CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.1 Preamble 46
5.2 Summary of the findings 46
5.3 Conclusion 48
5.4 Recommendations 48
Reference
Appendix I
Appendix II
NKWOCHA, M (2020). ANALYZING PROMOTIONAL STRATEGIES FOR ROAD TRANSPORTATION SERVICES: (A STUDY OF ABC TRANSPORT SERVICESUMUAHIA METROPOLIS IN ABIA STATE). Repository.mouau.edu.ng: Retrieved Dec 23, 2024, from https://repository.mouau.edu.ng/work/view/analyzing-promotional-strategies-for-road-transportation-services-a-study-of-abc-transport-servicesumuahia-metropolis-in-abia-state
MOUAU/11/20930, NKWOCHA. "ANALYZING PROMOTIONAL STRATEGIES FOR ROAD TRANSPORTATION SERVICES: (A STUDY OF ABC TRANSPORT SERVICESUMUAHIA METROPOLIS IN ABIA STATE)" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 07 May. 2020, https://repository.mouau.edu.ng/work/view/analyzing-promotional-strategies-for-road-transportation-services-a-study-of-abc-transport-servicesumuahia-metropolis-in-abia-state. Accessed 23 Dec. 2024.
MOUAU/11/20930, NKWOCHA. "ANALYZING PROMOTIONAL STRATEGIES FOR ROAD TRANSPORTATION SERVICES: (A STUDY OF ABC TRANSPORT SERVICESUMUAHIA METROPOLIS IN ABIA STATE)". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 07 May. 2020. Web. 23 Dec. 2024. < https://repository.mouau.edu.ng/work/view/analyzing-promotional-strategies-for-road-transportation-services-a-study-of-abc-transport-servicesumuahia-metropolis-in-abia-state >.
MOUAU/11/20930, NKWOCHA. "ANALYZING PROMOTIONAL STRATEGIES FOR ROAD TRANSPORTATION SERVICES: (A STUDY OF ABC TRANSPORT SERVICESUMUAHIA METROPOLIS IN ABIA STATE)" Repository.mouau.edu.ng (2020). Accessed 23 Dec. 2024. https://repository.mouau.edu.ng/work/view/analyzing-promotional-strategies-for-road-transportation-services-a-study-of-abc-transport-servicesumuahia-metropolis-in-abia-state