Sales Promotion And Patronage Of Some Industrial Products In Abia State.

ABSTRACT 

The study determined the effect sales promotion on patronage of some industrial products in Umuahia urban. Thus, determined the effect of trade shows on customer patronage of some industrial products in Umuahia urban; examined the effect of Coupon on customer loyalty of some industrial products in Umuahia urban and ascertained the effect of price discount on customer satisfaction of some industrial products in Umuahia urban. The study involved the use of structured questionnaires designed on a 5-point Likert scale to measure the responses of the respondents on the influence of brand equity on marketing performance. Responses generated were analyzed using correlation coefficient with the aid of SPSS. The result provided the following findings that there is relationship between trade show as a dimension of sales promotion and customer patronage as a measure of marketing performance is significant and very strong as a result of some committed and loyal customers of the industrial products under study in Abia State as a result of the customer consistent in re-patronage; there is a moderate relationship between Coupon and customer loyalty, and lastly it was shown that a very weak relationship exists between price discount of industrial products and customer satisfaction. Therefore, the study recommends that industrial product marketers should take cognizance of the impact of each of the dimensions of sales promotion as they influence non-financial elements of marketing performance and allocate resources in order to stand out or match the competition in the dynamic manufacturing industry; government should take additional measures at intra-professional and consumer levels to further ensure the maintenance of ethical standards in sales promotion campaigns in Nigeria; industrialists should reposition their industrial product quality to be in consonance with the expectations of their customers and lastly industrial firms should adopt integrated marketing communication strategy in reaching out their customers about benefits and values attached to their different Products.

TABLLE OF CONTENTS

Title ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgements ﾿ v

Table of contents ﾿ vi

List of tables ﾿ viii

Abstract ﾿ ix

CHAPTER 1

INTRODUCTION ﾿ 1 ﾿

1.1 ﾿ Background to the Study ﾿ 1

1.2 ﾿ Statement of Research Problem ﾿ 3

1.3 ﾿ Objectives of the Study ﾿ 5

1.4 ﾿ Research Questions ﾿ 5

1.5 ﾿ Research Hypotheses ﾿ 6

1.6 ﾿ Significance of the Study ﾿ 7

CHAPTER 2

REVIEW OF RELATED LITERATURE ﾿ 9

2.1 Conceptual Framework ﾿ 9

2.1 Overview of Sales Promotion Strategy ﾿ 9

2.1.1 Price Discount ﾿ 11

2.2 Sales Promotion in Industrial Marketing ﾿ 12

2.2.1 Need for Sales Promotion in Industrial Marketing ﾿ 12

2.2.3 Sales Promotion Methods in Industrial Marketing ﾿ 13

2.2.3.1 Trade Shows (or Exhibitions) ﾿ 13 ﾿

2.2.3.2 Coupon ﾿ 14

2.2.3.3 Samples ﾿ 15

2.2.3.4 Promotional Letters ﾿ 16

2.2.3.5 Sales Contests ﾿ 17

2.2.3.6 Seminars ﾿ 17

2.2.3.7 Promotional Novelties ﾿ 17

2.3.1 Understanding Customer Patronage ﾿ 18

2.3.2 Customer Patronage ﾿ 18

2.3.3 Customer Loyalty ﾿ 18

2.3.4 Customer Satisfaction ﾿ 20

2.4 Sales Promotion and Purchases ﾿ 21

2.5 THEORETICAL FRAMEWORK ﾿ 22

2.6 EMPIRICAL REVIEW ﾿ 24

CHAPTER 3

RESEARCH METHODOLOGY ﾿ 27

3.1 Research Design ﾿ 27

3.2 Area of Study ﾿ 28

3.3 Population of the Study ﾿ 28

3.4.1 Sampling Technique ﾿ 29

3.4.2 Sample Size Determination ﾿ 29

3.5 Validity of Instrument ﾿ 29

3.5.1 Reliability of the Instrument ﾿ 29

3.6 Sources of Data Collection ﾿ 30

3.6 Method of Data Analysis ﾿ 30

3.6.1 Model Specification ﾿ 30

3.6.2 Decision Rule ﾿ 31

CHAPTER 4

DATA PRESENTATION AND DISCUSSION OF FINDINGS ﾿ 32

4.1 Results and Discussions ﾿ 32

4.1.1 Response rate and demographic outcomes ﾿ 32

4.2 Analysis of Research Questions ﾿ 33

4.2.1 Validity ﾿ 33

4.3. Frequencies on Relationship Marketing and Marketing Performance ﾿ 34

4.3 Test of Hypotheses ﾿ 37

4.3.1 Test of Hypothesis ﾿ 37

4.3.2 Test of Hypothesis ﾿ 38

4.3.3 Test of Hypothesis ﾿ 39

4.4 Discussion of Findings ﾿ 39

4.4.1 The Degree of Relationship between Trade show and 

Customer Patronage ﾿ 40

4.4.2 The Extent of relationship between Coupon and customer patronage ﾿ 40

4.4.3The Extent of relationship between Price Discount and 

Customer Satisfaction ﾿ 41

CHAPTER 5

SUMMARY, CONCLUSION AND RECOMMENDATION ﾿ 42

5.1 Summary of Findings ﾿ 42

5.2 Conclusion ﾿ 43

5.3 Recommendation ﾿ 44

5.4 Limitation/Suggestions for Further Studies ﾿ 45

REFERENCES

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