An Evaluation Of The Ethical Issues In Sales Promotion Practices Of La-Casera Company, In Enugu Metropolis, Enugu State

ABSTRACT

The Evaluation of the Ethical issues in sales promotion practices at La-casera company form where the illustrative case is drawn, the essence is to empirically investigate the degree of consciousness paid to ethics in sales promotion practices at La-casera company. One of the objectives has to do with determining whether effective ethical standard in sales promotion could lead to actualization of promotional objectives and marketing goals. On the light of this work, three hypotheses were generated in this study. The population of the study was 16 comprises the staff of La-casera company in Umuahia. The major instruments for data collections were questionnaire and oral interview. All the data were presented in common percentage distribution Tables. In view of the findings of this work, one of the Conclusions gotten is that marketing ethics play an important role in sales promotional techniques. The following recommendations were made that La-casera company should put earnest effort to ensure that its market share percentage is protected since its sales promotion programmes are much ethically standard. Secondly in order to increase and boost their sales volume so as to achieve customer retention, effort is also needed on its part. Finally, La-casera company must utilize marketing strategies in order to maintain its good will to the public’s in general.

TABLE OF CONTENTS

Title page ﾿ i

Certification ﾿ ii 

Dedication ﾿ iii

Acknowledgements ﾿ iv

Table of contents ﾿ v

List of tables ﾿ vi

Abstract ﾿ vii

CHAPTER ONE: INTRODUCTION

1.1 ﾿ Background of the Study ﾿ 1

1.2 ﾿ Statement of the Problem ﾿ 3

1.3 ﾿ Objectives of the Study ﾿ 3   

1.4 ﾿ Research Question ﾿ 4       

1.5 ﾿ Significance of the Study ﾿ 5

1.6 ﾿ Scope of the Study ﾿ 6

1.7 ﾿ Limitations of the Study ﾿ 6

 CHAPTER TWO:  LITERATURE REVIEW 

2.1 ﾿ Meaning of Marketing ﾿ 7

2.2 ﾿ Marketing Management Orientations ﾿ 8

2.2.1 ﾿ Production Concept ﾿ 8

2.2.2 ﾿ Product Concept ﾿ 8

2.2.3 ﾿ Selling Concept ﾿ 9

2.2.4 ﾿ Marketing Concept ﾿ 10 

2.2.5 ﾿ Social Marketing Concept ﾿ 10

2.2.6 ﾿ Marketing Mix ﾿ 11

2.3 ﾿ Meaning of Sales Promotion ﾿ 13 

2.4 ﾿ Objectives of Sales Promotion ﾿ 14

2.5 ﾿ Sales Promotion Techniques ﾿ 14

2.5.1 ﾿ Consumer Promotion ﾿ 14 ﾿

2.5.2 ﾿ Trade Promotion ﾿ 15

2.6 ﾿ Impact of Sales Promotion in Marketing Consumer 

Product ﾿ 16

2.7 ﾿ Ethics ﾿ 17

2.8 ﾿ Ethical Norms and Values for Marketing: Preamble ﾿ 18

2.8.1 ﾿ General Norms ﾿ 18

2.8.2 ﾿ Ethical Values ﾿ 19

2.9 ﾿ Business Ethics ﾿ 21

2.10 ﾿ Code of Ethics ﾿ 21

2.11 ﾿ Brief History of La- Casera Company Limited ﾿ 22 

CHAPTER THREE: RESEARCH METHODOLOGY 

3.1 ﾿ Research Design ﾿ 24 

3.2 ﾿ Area of the Study ﾿ 24

3.3 ﾿ Population of the Study ﾿ 24

3.4 ﾿ Sample size determination ﾿ 25

3.5 ﾿ Sources of Data ﾿ 25

3.6 ﾿ Instruments for Data Collection ﾿ 25

3.7 ﾿ Data Analysis ﾿ 26 

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.2: Psychographic Data ﾿ 31 ﾿

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings ﾿ 44

5.2. Conclusion ﾿ 45 ﾿

 5.3. Recommendations ﾿ 46 ﾿

        References