Effect Of Sales Promotion On Organizational Sales Performance (Study Of Pz Cussons Nigeria Limited)

ABSTRACT

The study investigated on the effect of sales promotional on organizational sales performance. The objective of the study are to ascertain the effect of customer sales promotion on organizational sales performance and to examine the effect of trade sales promotion on organizational sales performance. To achieve the objectives of the study, correlational research design was adopted. The researcher adopted primary data in getting the required information. In testing the hypothesis correlation coefficient was used. The findings revealed that there is significant relationship between customer sales promotion and organizational sales performance. The findings also revealed that that there is significant relationship between trade sales promotion and organizational sales performance. The researcher recommends that Companies should ensure the formulation of strategic promotional policies structured to increase and improve sales. It is recommends that while formulating strategic promotional policies, concern should be drawn from the promotional strategies of their competitors in the industry

TABLE OF CONTENTS                                                                                               

TITLE PAGE ﾿ i

DECLARATION ﾿ ii

CERTIFICATION ﾿ iii

DEDICATION ﾿ iv

ACKNOWLEDGEMENT ﾿ v

TABLE OF CONTENTS ﾿ vi

LIST OF TABLES ﾿ x

ABSTRACT ﾿ xi

CHAPTERONE

INTRODUCTION ﾿ 1

1.1 Background to the Study ﾿ 1

1.2 Statement of the Problem ﾿             ﾿ 2

1.3 Objectives of the Study ﾿             ﾿ 3

1.4 Research Questions ﾿ 4

1.5 Research Hypothesis ﾿ ﾿ 4

1.6 Scope and Limitations of the Study ﾿ 5

1.7 Significance of the Study ﾿ 5

1.8 Limitation of the Study ﾿ 5

CHAPTER TWO

 REVIEW OF RELATED LITERATURE ﾿ 6

2.1  Conceptual Framework                                                      ﾿ 6

2. 2  History of Modern Sales Promotion  ﾿ 9

2.3   The Role of Sales Promotion in an Organisational              ﾿ 10

2.4   Objectives of Sales Promotion                                              ﾿ 11

2.5   Characteristics of Sales Promotion                                      ﾿ 13

2.6  Measuring the effectiveness of sales promotion                  ﾿ 15

2.7   Sales Promotion                                                                ﾿ 15

2.7.1 ﾿ Consumer Promotion ﾿ 17

2.7.2 ﾿ Trade Promotion ﾿ 19

2.7.3 ﾿   Sales Force Promotion ﾿ 20

2.7.4. ﾿   Advantages of Sales Promotion ﾿ 21

2.8     Problems of Sales Promotion ﾿ 22

2.9 ﾿ Sales Promotion Promotion Strategy and Management ﾿ 26

CHAPTER THREE

RESEARCH METHODOLOGY ﾿ 27

3.1 Research Design ﾿ 27

3.2Area of the Study ﾿ 27

3.3 Sources of data/method of collection ﾿ 28

3.4Population of the Study                          ﾿ 28

3.5Determination of sampling procedure and sample size        ﾿ 28

3.6Validity of instrument ﾿ 29

3.7Reliability of the instrument ﾿ 30

3.8Method of Data Analysis ﾿ 30

3.9 Model Specification ﾿ ﾿ 30

CHAPTERFOUR

DATAPRESENTATION,ANALYSISANDDISCUSSIONOFFINDINGS ﾿ 44

4.1DataPresentation ﾿ 44

4.2DataAnalysis ﾿ 49

4.3TestofHypothesis ﾿ 51

4.4DiscussionofFindings ﾿ 54

CHAPTERFIVE

SUMMARYOFFINDINGS,CONCLUSIONANDRECOMMENDATIONS ﾿ 57

5.1SummaryofFindings ﾿ 57

5.2Conclusion ﾿ 58

5.3Recommendations ﾿ 59

5.4SuggestionsforFurtherStudies ﾿ 60

REFERENCES ﾿