CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Marketing is the link between a societies need and it’s porttern of industrial response. This implies that the success and future growth of any organization will depend largely upon the acceptability of its products or services by it potential customers. The recent difficult economic times, however house led companies to use promotional tools such as sales promotion, public relation, advertising and publicity more aggressively.
Promotion is a communication process, this had it’s way as devised tool of educating potential customers about their company’s activities products/services availability and the benefits devisable in using products.
The dynamic and complete business world (environment) makes it pertinent for marketing organizations to device strategies in delivering satisfaction to that target market and their potential customers.
These strategies are to influence the customers purchase decision which is the crut of the topic under study. Hence the study is aimed at assessing the effect of promotion on consume purchase decision (A study of Beverage Industry)
The effectiveness of this promotional mix mentioned above and the decision shall be examined in this research work.
1.2 STATEMENT OF THE PROBLEM
Many marketing practitioners (companies) have not developed and understood an effective promotional strategy that will create the required awareness about their product and to ascertain the effect it has on consumers purchase decision in accepting their product is a problem. There are too many companies that are involved in the product of similar in the minds of consumers on how to differentiate these products. It is a problem.
The problem of indiscriminate introduction of new products into the marketing by some firm without the knowledge of the loss of customer’s and lack of product acceptability by these customers in the market.
There are criticism that promotional activities in organization be discontinued due to its addition to extra cost to products and its negative contribution to the socioeconomic well being of our society that it mislead people into buying what they don’t need and cannot afford.