Effect Of Promotional Strategies On Consumer Patronage Of Corrugated Roofing Sheet In Enugu State (A Study Of Emenite Nigeria Limited, Enugu)

ABSTRACT

This research work is the effect of promotional strategies on consumer’s patronage of Corrugated Roofing Sheets in Enugu State (A study of Emenite Nigeria Limited) in this research process the major objective was to determine the effect of promotional strategies on consumer’s patronage of corrugated roofing sheets. The specific objective includes knowing whether consumers of corrugated roofing sheets rely heavily on promotional mix before they make purchase. This also constituted the major research hypotheses which guided the framework. However, the researcher used a population of 3.3 million and a sample of 246 which was arrived through topman’s scientific formula. Thereafter the researcher during this project work, and based on the result of the analysis conducted on the data collected, found out that majority of the respondents were within 27-35 years bracket; majority of the respondents being businessmen/women. Almost all the respondents affirmed that promotional strategy motivated to purchase Emenite Corrugated Roofing sheets. The analysis also revealed that of corrugated roofing sheets more than other promotional elements. Based on thefindings, the researcher concluded that since majority of the respondents has basic formal education, effort should be geared towards improving public relation campaigns and publicity. However, the researcher recommend that the firm should continuously be upgrading budgetary allocation on promotional strategies especially publicity, so as to harness the golden opportunities available within the market.

TABLE OF CONTENTS

Declaration ﾿ i

Certification ﾿ ii

Dedication ﾿ iii

Acknowledgment ﾿ iv

Table of Contents ﾿ v

List of Tables ﾿ vii

Abstract ﾿ viii

CHAPTER ONE

INTRODUCTION

1.1 ﾿ Background of the Study ﾿ 1

1.2 ﾿ Statement of the Problem ﾿ 3

1.3 ﾿ Objective of the Study ﾿ 4

1.4 ﾿ Research Question ﾿ 5

1.5 ﾿ Research Hypotheses ﾿ 5

1.6 ﾿ Significance of the Study ﾿ 6

1.7 ﾿ Scope of the Study ﾿ 7

1.8 ﾿ Limitation of the Study ﾿ 7

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 ﾿ Concept of Promotion ﾿ 8

2.1.1 ﾿ Promotional Strategies ﾿ 8

2.1.2 ﾿ Promotional Mix ﾿ 8

2.2.3 ﾿ Nature and Importance of Promotional tools on Consumers ﾿ 10

2.2 ﾿ Roles of Promotional Mix/tools ﾿ 11

2.2.1 ﾿ Companies use promotional strategies to achieve many objectives ﾿ 11

2.2.2 ﾿ Emenite Limited ﾿ 13

2.3 ﾿ Promotional Budget ﾿ 14

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

3.1 ﾿ Research Design ﾿ 17

3.2 ﾿ Area of the Study ﾿ 17 ﾿

3.3 ﾿ Population of the Study ﾿ 17

3.4.1 ﾿ Sample, Sampling Technique and Sample Size ﾿ 18

3.5 ﾿      Data Collection Procedure ﾿ 19

3.5.1 ﾿ Instruments used in gathering data ﾿ 19

3.5.2: ﾿ Questionnaire Design ﾿ 19

3.6 ﾿      Source of Data ﾿ 20

3.6.1 ﾿ Primary Data ﾿ 20

3.6.2 ﾿ Secondary Data ﾿ 20

3.7 ﾿      Validity and Reliability ﾿ 20

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1Findings ﾿ 40

5.2 ﾿ Conclusions ﾿ 42

5.3 Recommendations ﾿ 43

REFERENCES

APPENDIX