PROMOTIONAL STRATEGY OF MR BIGGS KADUNA BRANCH AND ITS IMPACT ON SALES TURNOVER
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PROMOTIONAL STRATEGY OF MR BIGGS KADUNA BRANCH AND ITS IMPACT ON SALES TURNOVER
ABSTRACT
The study looks at Mr. Biggs Kaduna branch’s promotional techniques and their impact on sales. To this goal, the study was directed by the following research questions: To what extent do Mr. Biggs fast food restaurants in Kaduna city use advertising mix elements?
What effect do the promotional mix elements utilised at Mr. Biggs fast food shop in Kaduna metropolis have on consumer purchasing decisions? What role does sales marketing play in increasing sales at Mr. Biggs fast food locations in the Kaduna metropolis?
What are the constraints impeding sales promotion at Mr. Biggs fast food businesses in Kaduna? The survey study design was used, and a questionnaire served as the data gathering tool.
The field data were analysed using statistical mean scores and displayed in a five-likert table. According to the research findings, Mr. Biggs fast food businesses in the Kaduna metropolitan use promotional features on a regular basis.
The effect of the promotional mix utilised at Mr. Biggs fast food shops on consumer purchase decisions is that it creates demand, which increases Mr. Biggs’ sales volume.
The promotional mix is also compelling, causing individuals to buy even when they don’t need the goods, resulting in increased sales for Mr. Biggs. Furthermore, successful use of promotional mix resulted in an increase in sales volume for Mr. Biggs. Sales promotion’s contributions and efforts in enhancing the sales of fast food outlets in Kaduna metropolis include organisations being compelled to conform to promotional quality in order to create good sales.
Sales promotion also establishes standards through competition, as well as raising awareness about Mr. Biggs’ products. The obstacles preventing sales promotion at Mr. Biggs fast food businesses in Kaduna metropolis are mostly financial and technical.
Based on the data, it was recommended that Mr. Biggs Foods do sales promotion directly rather than using marketing consultants. This will enable them have a firm hold on personal selling and use it effectively as aChapter one
INTRODUCTION
1.0 Introduction.
The promotion is regarded as a starting point, and the first step taken by the producers to communicate and contact their customers, in both domestic and foreign markets, where it paves the way for subsequent marketing efforts such as the presentation of the company’s product,
its features, specifications, distribution of the product, and what distinguishes it from other producers’ competing products in the target markets.
Sales promotion is a fundamental component of marketing efforts; the importance of promoting a product, service, or idea cannot be overstated. Obi (2002) defined sales promotion as the related promotional actions that are required to enhance personal selling.
Some examples include distributing sample products to customers, exhibiting or demonstrating products in stores, trade fairs, or shows, and preparing printed materials for salespeople or point-of-sale displays.
A combination of the characteristics listed above characterises a company’s promotional campaign, which aims to persuade customers to patronise and become loyal to the organization’s offerings.
As a result, promotion in marketing refers to the techniques that businesses employ to encourage potential customers to purchase their product or service.
The identification of the most appropriate, effective, and influential promotional elements on consumers’ purchasing decisions that achieve the producers’ objectives may provide strong,
important, and useful indications for both decision makers and marketing planners in fast food firms such as Mr Biggs, which are facing challenges due to competition from other numerous fast food firms in Kaduna.
1.1 Background of the Study
Promotion has become an important driving aspect in the marketing of any organisation, particularly fast food companies. Sales promotion is an element of the promotional mix that is quickly gaining respect in most industries,
particularly in Nigeria’s fast food business. It is not enough, especially in developing nations like Nigeria and the fast food business, to simply hope that consumers will become aware of services.
The firm must engage in promotional initiatives. Over the years, some notable authors have viewed sales promotion as having such roles as the development of small and medium-sized enterprises such as eateries.
In addition to increasing sales, which leads to the ability to compete for a large market share, producing companies have become more interested in and focused on promotional activities.
The promotion is regarded as a starting point, and the first step taken by the producers to communicate and contact their customers, in both domestic and foreign markets,
where it paves the way for subsequent marketing efforts such as the presentation of the company’s product, its features, specifications, distribution of the product, and what distinguishes it from other producers’ competing products in the target markets.
This is because, according to Nagar (2009), only recurring customers are profitable. Repeat purchases are not always associated with a consumer’s devotion to a brand.
However, consumer commitment is critical for recurrent purchases. As a result, business owners must devise marketing strategies that not only reinforce consumer loyalty but also stimulate repeat purchases. One of the functions of sales promotion is to stimulate repeat purchases while also reinforcing consumer commitment.
Sales promotion has an impact on several elements of consumer purchasing decisions, including brand selection, purchase time, quantity, and brand switching. Thus, sales promotion becomes a vital aspect of the marketing strategy for reaching the target market, and marketing managers are responsible for combining promotional strategy elements,
known as the promotional mix, into coordinated plans. Sales promotion efforts are aimed at final consumers and are intended to motivate, persuade, and remind them of the goods and services offered.
Sales promotion, a major factor in marketing, is widely utilised by the beverage drink sectors in Nigeria; nevertheless, as Nigeria experiences an economic downturn, consumer goods prices rise, resulting in an increase in product prices at fast food restaurants.
The relevance of excessive advertising in a competitive market environment has sparked a lot of enthusiasm among marketers and businesses to produce a variety of complete promotional strategies.
The purpose of this study is to determine the extent to which sales promotional methods influence the effectiveness of Mr Biggs Fast Food.
As a result, the researcher proposes to investigate the impact of sales promotion mix elements on the selection of fast food outlet in Kaduna metropolitan.
1.2. Statement of Problem
In a developing economy like Nigeria, it is insufficient for fast food companies to expect customers to buy their products or services without thinking what they will gain or lose from them. Thus, sales advertising becomes unavoidable. Organisations that operate fast food restaurants face the issue of product quality and competition.
As a result, many fast food companies are increasingly attempting to stimulate and capture consumers’ attention through customer loyalty, as well as grow market share through the use of sales promotion tools for goods and services.
Organisations frequently face issues such as a lack of management knowledge and the failure to hire qualified and experienced marketers or sales promotion professionals.
More sales promotions conducted by organisations are typically poorly organised and implemented, resulting in the goal being defeated and having a direct impact on sales volume and profit.
This dilemma of low sales and low demand has encouraged producers to employ sale promotion in conjunction with other promotional mixes such as personal selling, publicity, and public relations. The study will answer topics such as how sales promotion affects an organization’s sales success.
1.3. Goal or Purpose of Study
The primary goal of this research will be to examine the impact of the sales promotional mix aspect on the selection of fast food establishments in Kaduna metropolis. Other specific objectives include:
i. Determine the extent to which fast food outlets in Kaduna city use promotional mix elements.
ii. Determine the impact of promotional mix elements employed by fast food businesses in Kaduna metropolitan on consumer purchasing decisions.
iii. Evaluate the contribution and efforts of sales promotion in increasing the sales of fast food establishments in Kaduna metropolitan.
iii. Investigate the constraints preventing sales promotion in fast food restaurants in Kaduna.
1.4. Research Questions.
i. To what extent do fast food restaurants in Kaduna city use promotional mix elements?
ii. What influence do the promotional mix elements used by fast food shops in Kaduna metropolitan have on consumer purchasing decisions?
iii. How does sales promotion contribute to enhancing the sales of fast food establishments in the Kaduna metropolis?
iv. What are the barriers to sales promotion at fast food restaurants in the Kaduna metropolis?
1.5 Significance of the Study
The purpose of this study is to address promotional mix as a primary marketing element that is responsible for communicating with consumers. Under certain conditions,
its effectiveness and success are heavily dependent on the rational selection of the appropriate promotional element, and as a result, promotional mix elements have a special significance importance in influencing consumers’ purchasing decisions.
The importance of using marketing communications grows with the amount and intensity of competition, the diversity of economic and social activities, the increase in consumer awareness, and the consumers’ multiplicity of options,
so it is critical to select promotional communication means that have the ability to reach the target consumers and persuade them to make a purchase decision.
As a result, the study will help fast food companies develop marketing strategies, particularly in the area of promotion. The study will also be beneficial to students, especially if they use this result as a springboard for future research. The study will also contribute to existing knowledge about the promotional mix.
1.6. The scope of the study
This study will examine the impact of promotional mix elements on the selection of fast food establishments in Kaduna city. As a result, the study will determine the extent to which fast food outlets in Kaduna metropolis use promotional mix elements,
as well as the effect of promotional mix elements used by fast food outlets in Kaduna metropolis on consumer purchasing decisions, and assess the contribution and efforts of promotion to improve fast food outlets’ sales. The study will also look at the barriers to sales promotion at fast food restaurants in the Kaduna metropolitan area.
1.7 Definition of Terms.
Sales promotion can be characterised or defined as the employment of short-term incentives on a regular basis to excite or encourage people to purchase products.
Consumer: A person who purchases and utilises goods and services for personal or household purposes, or for resale.
Sale promotion is any paid type of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor in radio, television, or film.
Consumer items: items intended for use by an endless consumer or a household.
Marketing is a managerial function focused with identifying, anticipating, and satisfying client needs. It manages and directs all business actions involved in accessing and turning consumer purchasing power into effective demand for a certain product or service, as well as transporting the product or service to the final consumer in order for the organisation to meet its profit target.
Public relations: A conscious attempt to develop and promote a positive corporate image and relationships with the general public, employees, consumers, shareholders, local communities, trade unions, and so on.
Personal selling is the process of making spoken commercial representations during a buyer/seller interview. This is colloquially referred to as face-to-face selling or the buyer/seller interaction.
The promotional mix is a combination of tools used by manufacturers to encourage consumers to change their purchasing habits. They include sales promotion, personal selling, publicity, and public relations.
Marketing communication is the dissemination of information from marketing to the market with the goal of raising awareness and obtaining a positive attitude towards the firm and its products or services.
Marketing mix is a marketing strategy approach that combines product, price promotion, distribution, processing, and pack gaining in an integrated marketing campaign.
Competitors: These are corporate rivals, typically in charge of sales, who sell or encourage buyers to purchase the company’s products or services and are overseen by the national or regional sales manager.
Dealers are middlemen in distribution routes who buy things and resell them, although not necessarily to the general public. This is generally connected with merchants, however it is frequently referred to as a valuable promotional tool for major distributors.
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