TABLE OF CONTENTS
Cover page---- - - - --i
Declaration ---------ii
Certification ---------iii
Dedication---------iv
Acknowledgements--------v
Table of Contents--------vi
Abstract---------ix
Appendices---------x
CHAPTER ONE: INTRODUCTION
1.1Background to the Study-------1
1.2Statement of the Research Problem-----2
1.3Research Questions-------4
1.4Objectives of the study-------4
1.5Significance of the study-------5
1.6Scope of the study. -------6
References ---------7
CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction--------9
2.2 Profitability level of a firm. --- - - - 9
2.3 Sales Promotion and Profitability Level of a Firm ---11
2.4 Advertising and Profitability Level of a Firm ----14
2.5 Personal Selling and Profitability Level of a Firm ---17
2.6 Publicity and Profitability Level of a Firm ----20
2.7 Theoretical Framework -------22
2.7.1The Dynamic Theory of Profitability----22
2.7.2Defining Advertising Goals for Measured Advertising Results -23
2.7.3 Lavidge and Steiner’s Hierarchy-of-Effects Theory---23
References---------24
CHAPTER THREE: METHODOLOGY
3.1 Introduction--------28
3.2 Research design--------28
3.3 The population--------29
3.4 Sample Size and Sampling Technique ----29
3.5 Operationalization and Measurement of Variables ---29
3.6 Research Instrument -------32
3.7 Sources of data--------33
3.8 Methods of data analysis-------33
References ---------34
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS OF DATA
4.0 Introduction--------35
4.1Data Presentation and Analysis for Demographic Variables --36
4.2Data Presentation and Analyses for the Research Variables--37
4.2.1 Descriptive Statistics of Research Variables----39
4.2.2 Simple Percentage Test------39
4.2.3 Pearson Correlation Matrix------45
4.2.4 Multiple Regressions -------48
4.3Reliability and Validity------54
4.4Discussion of findings------56
CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.1 Introduction--------59
5.2 Conclusion--------60
5.3 Policy Recommendations/Implementation----62
5.4 Suggestions for Further Studies------64
