ABSTRACT
This study was focused on the affect of sales promotion on sales volume of Vitafoam product in Enugu metropolis. The researcher find out various ways through which the company employed sales promotion to create awareness of their product, stimulate and arouse customers and dealers favourable behacviour towards the company and its products. This study was portrayed to determine the relationship between sales promotion effect and consumer patronage of the various brands.
Based on the objective of the study three hypothesis were formulated. The population of the study were drawn from the dealers and customer of Vitafoam company in Enugu Metropolis. Taro Yamanis formular was used to determine the sample size. The researcher made use of both primary and secondary data, structured questionnaire and personal interviews were used to elicit data from the respondents simple tables and percentage wee used to analyse data collected.
Based on the analysis, the following findings were made:
Most consumer are influenced by Vitafoam sales promotion.
The ales promotion message of Vitafoam company influence their product,.
Sales promotion by Vitafoam company Plc helps to create consumer awareness of their products.
Dealers confirmed that they sell more of Vitafoam product during promotional activities.
Vitafoam company Plc sales promotion has induced consumers to purchase their product.
The researcher recommends that the company should maintain and improve their sales promotion campaign and more sales promotional activities should be integrated with other promotional tools. In conclusion that Vitafoam company sales promotional activities influence consumers to buy more of their products and also their distributors.
TABLE OF CONTENT
Title Page
Certification
Dedication
Acknowledgement
Abstract
Table of Content
CHAPTER ONE
1.1 Background of the Study
1.2 Statement of the Problem
1.3 Objective of the Study
1.4 Research Question
1.5 Formulation of Hypothesis
1.6 Significance of the Study
1.7 Scope of the Study
1.8 Definition of Terms
CHAPTER TWO
2.0 Literature Review
2.1 Historical Development of Sales Promotion
2.2 Sales Promotion Tools
2.3 Objective of Sales Promotion
2.4 Marketing Promotional Mix
2.5 Pretesting and Post-testing the Sales
Promotion Programme
2.6 Budgeting for Sales Promotion
2.7 Historical background of Vitafoam
CHAPTER THREE
3.1 Sources of Data
3.2 Area of Study
3.3 Population of the Study
3.4 Determination of Sample Size
3.5 Sampling Techniques
3.6 Reliability of Research Instrument
CHAPTER FOUR
4.0 Presentation, Analysis and
Interpretation of Data
4.1 Presentation of Analysis and Data
4.2 Test of Hypothesis
CHAPTER FIVE
5.0 Discussion of Findings, Conclusion and
Recommendation
5.1 Summary of Major Findings
5.2 Conclusion
5.3 Recommendation
Bibliography
Appendix
