PROMOTION AS A STRATEGY OF MANUFACTURES TOOLS FOR CONSUMERS LOYALTY
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PROMOTION AS A STRATEGY OF MANUFACTURES TOOLS FOR CONSUMERS LOYALTY
ABSTRACT
This project is intended to provide insight into the impact of sales promotions on consumer loyalty with a focus on Makeguns Table Water, Okigu, Imo State. Based on the aforementioned goal, some literatures were evaluated to shed light on the meaning of sales promotion, as well as the measures required for its commencement and implementation.
Primary and secondary data were used to acquire more succinct and comprehensive information, allowing for a more in-depth exploration of this project issue. Survey research methodologies were used to determine the area of population and the sample size. Sixty questionnaires were distributed to the firm’s management, employees, and consumers
Data was collected and analysed, and the following conclusions were drawn: there is a considerable association between sales promotion and consumer loyalty. The findings also show that there is a strong link between consumer complaints and the type of those concerns.
Finally, the findings were summarised, and the following recommendations were made: the firm should begin sales marketing. They should also respond to their customers’ complaints,
ensuring that they produce higher-quality products, and handle sales promotions as appropriate and acceptable marketing techniques in order to meet their targets.
Chapter one
Introduction:
1.1 Background of the Study.
In previous years, sales marketing did not gain popularity. However, in recent years, it has expanded dramatically. This quick increase has sparked interest in doing this research to determine how sales promotions influence consumer loyalty, with a focus on Makaginus table water. Sales promotion is an indirect method of encouraging speedy action.
It is one of the variables in the promotional mix that organisations use to encourage customer purchases and dealer effectiveness, such as displaying, shows, exhibitions, demonstrations, coupons, contests, premiums, samples, trade allowances, and other routines. Selling efforts are typically short-term in nature.
According to Kotler (2013), sales promotion is a type of promotional activity or content that serves as a direct inducement to resellers, salespeople, or customers. It provides additional value or motivation to purchase or sell the procedure. A variety of techniques used to captivate the buyer.
The manufacture of makaginus table water in Nigeria is solely through franchising, which means that the product is sold to all consumers with no changes in marketing, advertising, flavour, or promotional activities.
Furthermore, the study of sales promotion as a component of the promotional mix has been badly neglected in both academic marketing research and makaginus table water production.
However, a significant role in the success of consumer products marketing is not encouraging; hence, it is the inevitable task of this study to bring these issues to the attention and grasp of makaginus table water.
1.2 Statement of the Problem
The following are the challenges in new product development and market share plans.
New product planning and development is a strategy for increasing customer loyalty.
There are further ways for increasing consumer loyalty.
The survival of every manufacturing firm is largely dependent on the strategy of production planning and development.
1.3 GOALS OF THE STUDY
The following objectives were agreed upon to steer this investigation.
To find out if Makaginus table water launched a sales promotion.
To understand the type and breadth of the firm’s sales promotion.
To determine whether sales promotion activities effect consumer loyalty.
To understand which promotional tools produce the desired result in terms of consumer loyalty.
To determine whether or whether consumers have complained about sales promotions, as well as the substance of their complaints.
To know how the firm resolved consumer complaints, if any
1.4 RESEARCH QUESTIONS.
The following questions will be answered:
Does Makaginus Table Water engage in sales promotion?
What type and extent of sales promotion research is conducted by the firm?
Do sales promotion efforts affect customer loyalty?
Do promotional methods generate desire, resulting in consumer loyalty?
What is the nature of consumer complaints concerning the firm’s sales marketing strategies?
How does the company handle consumer complaints?
1.5 Research Hypothesis
Ho. There is a considerable association between attitude and consumer loyalty behaviours during sale promotions.
HI There is no significant association between attitudes and consumer loyalty behaviours during sales promotions.
Ho. Price reductions have a huge impact on consumer loyalty during sales promotions.
H1 There is no substantial association between price reductions and consumer loyalty during sales campaigns.
Ho: There is no substantial association between discount level and sales promotion.
H1 There is no insignificant correlation between discount level and sales promotion.
Ho: Sales promotion has an impact on client retention.
H1: Sales promotion has little effect on client retention.
H0: There exists a link between sales promotion and client loyalty.
H1: No association exists between sales promotion and client loyalty.
1.6 Significance of the Study
A research project of this nature is important because it aids in the careful analysis and evaluation of the impact of sales promotion on consumer loyalty adopted by Makaginus table water.
It is also useful to upcoming organisations that wish to carry out sales promotion activities because it will assist them in realising their set objectives.
This study also seeks to identify the most successful sales promotional tactics for mobilising and ensuring active client engagement.
Finally, this study endeavour will benefit the following:
Manufacturers, Marketers, and Scholars
1.7 Scope of the Study
This study is based on data from numerous organisations and demonstrates how sales promotional activities are used in various organisations; nevertheless, the study is limited to promotion as a technique for manufacturers to increase consumer loyalty.
1.8 Limitations of the Study
The researcher encountered the following problems. This research is limited by time constraints because the researcher completed it concurrently with other academic tasks such as assignments, lectures, and final examination preparation.
Again, there were insufficient work-related materials in the available library. As a result, the researcher ran into financial difficulties while doing the research.
However, the research was possible to be carried out thanks to adaption.
Definition of Terms
Consumer: the final user of the product.
Personal selling is a procedure in which a salesman works one-on-one with a consumer to try to match a product to her specific needs.
Consumer loyalty is defined as a name, word, sign, symbol, design, or combination thereof that identifies and distinguishes the goods or services of one seller or group of sellers from those of competitors.
Advertising is a paid method of non-personal communication of ideas, products, or services that is delivered to the public via mass media such as television, newspapers, radio, and magazines.
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