CHAPTER ONE
1.1
BACKGROUND
TO THE STUDY
The survival of any business organization defends on a
very large scale of the patronage that it enjoy form those who consumer the
product those promotion mean to push forward to advance in idea in such a way
to gain acceptance and approval for it.
And also one of the crucial component in the
setting of the consumer product is
promoted which is used in pervasion and communication which could either be
inform of advertisement personal selling, sales promotion as a competitor in
the market hope to influence as many consumers as possible to choose their
product over alternative product. Sales promotion is an effective strategy in
an organization and is an important ingredient in most promotional program
through which consumer are persuade and convinced to buy a product or services
and common supported by sales promotion, this belief is strengthened by porter
(1996). Whose work have attempted to spell out experimental analyses of the
theory same promotion in relation to consumption.
Also according to ray wild (year)
promotion is concerned primarily with the persuasion gained largely at securing
increasing the sales of the actual market prior to this study, the researcher
was able to observe restriction in the use of sale promotion show that the
effective promotion strategies will diminish market effort while the presence
of the effective promotion strategic will improve customer satisfaction.
Important of sale promotion at profit and close monitoring of the research work
will be readable and usefully to all manufacturing company as a whole.
1.2
STATEMENT
OF THE RESEARCH PROBLEM
May business organization are facing serious problem
how to reach their predetermined goal and objectives due to the competition
merged with our distressed and inflationary condition the study is therefore to
assist Nigeria manufacturing.
Particularly consumer manufacturing competes and
managers or various organization to be acquainted with secret to success in an
uncertain and competitive environment. This can be achieved by aiming at
bringing to the limelight the effectiveness of sales promotion as opposed to
ancient belief.
Business organization use sale promotion to
stimulate and create awareness on the existence of the product and services
through advertising this is because it is viewed as a key decision variable in
influencing consumption pattern of the consumer.
1.3OBJECTIVE OF THE STUDY
Especially
this study will evaluate: the effectiveness of sale.
(1)Promotion
on consumption behavior of consumer using the Nigeria bag manufacturing in
Inaja as a reference point. It shall
(2)Also
dwell on the relationship between sale promotion and consumer palter of
censure.
1.4
SIGNIFICATION
OF STUDY
Based on the series of beliefs that sale promotion
does not correlate with increase relative consumption and those changes in
consumer attitude a product or service is due to some factors like trial usage
idea rather than sale promotion. While other believe that sale promotion would
lead consumer form the stage of awareness to the interest stage hence the
desire stage and finally to purchase which is the action.
the signification of the study is to identify and explain extent to which
various sale promotion on sumor product can influence the consumption pattern
and purchase in the part of the consuming.
1.5 SCOPE OF THE STUDY
The research study is limited to Nigeria bag Manufacturing
Company. This study coyer the entire organization but will be represented by
only 20/ of the whole population.
This
research work is an attempt to bring to light some in effentible factor that
would lead to marketing promotional strategy with particular attention of
Nigeria bag manufacturing company.
1.6LIMITATIONS TO THE STUDY
The
availability, reliability, sufficiency, of data, textbook and other material
determining in a great way the success of this research work.
Also,
the cooperation of interviewed official and other information individual tell
much on the success of the study.
OBJECTIVE
OF THE STUDY
1.
However, time and financial constraints as well as the non-disclosure of some
of the organizations strategy reduced considerably the effort of the
researcher.
2.
It is notable however that the above mentioned constraint do not in any way
invalidate this research work as the researcher was able to get relevant and
needed information.
1.7
DEFINITION
OF TERMS
PROMOTION:
it is define as an exercise aimed at information persuasion and communication
about goods or services to potential consumers in a manner designed to illicit
positive action.
Sales
promotion can be defined as a marketing activity outside personal selling,
advertising and publicity. It is also used as a complement way to other
promotional strategy and action.
Sales
promotion can be defined as a marketing activity it is persona selling
advertising and publicity. It is also used as a complement way to other
promotional strategy and action.
CONSUMER:
can be defined as a someone who buy and used product be service.
STRATEGY:
can be defined as the means and skill of planning servicer of action for
archiving an aims especially success against an opponent.
MANUFACTURING:
can be defined as mean and process or business of producing good in factories.
INDUSTRY:
the production of good especially in factories.