IMPACT OF SALES PROMOTION IN THE PURCHASE INTENT OF GOKO CLEANSER
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IMPACT OF SALES PROMOTION IN THE PURCHASE INTENT OF GOKO CLEANSER
Chapter one
INTRODUCTION
Nigeria, like all other developing countries throughout the world, views sales promotion as one of the most important policies for her company and industrial development. These reasons are offered in favour of this viewpoint.
First, it suggests that sectors provide more job chances for the country’s general populace.
Second, sales promotion is used to recruit new consumers, retain existing customers in order to compete, and capitalise on opportunities identified by market research.
It consists of both external and internal actions aimed at increasing corporate sales. Outside sales promotion activities include advertising, publicity, public relations, and special sales events.
Inside sales promotion activities include window displays, product and promotional material displays, and promotional programmes such as premium awards and contests.
Third, sales promotion generates foreign exchange for the organisation at large. Sales marketing in the Nigerian setting appears to be tough for industries or businesses to implement.
This is because they are hesitant to invest in sales promotions; they all have the impression that it is a waste of accumulated interest, and this sales industry’s difficulty in entering a large sales promotion can be easily traced back to flourishing enterprises and small-scale industries.
Fourth, sales promotion encompasses a variety of communication actions aimed at providing added value or incentives to consumers, wholesalers, retailers, or other organisation customers in order to increase immediate sales. These initiatives may seek to increase product interest, trial, or purchase.
As a result, there is no doubt that when consumers are aware of a product, they are more likely to try it, increasing awareness of the company’s offering.
1.1 Background of the Study.
Dr. Iguedon Goko cleanser is one of the companies that recognises the impact of sales promotion and sales attests to the impact of sales promotion by responding to a questionnaire stating that the volume of sales they previously made before embarking on a sale promotion has now doubled, more than compensating for the investment.
A successful sales promotion can help a company become a household name both within and outside of the area in question.
This sales promotion will raise consumer awareness of the company’s location or depot location. Promotion also makes the company’s viewpoint known, as well as strategies to improve and update the product so that it is widely accepted by manufacturers and consumers.
1.2 Statement of Problem
Sales marketing is ineffective in terms of buying intent. Other issues are as follows:
Organisations frequently face issues such as a lack of management and a failure to employ 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.
The challenge of poor sales and low demand has prompted producers to utilise sales promotion in conjunction with other promotion methods such as advertising, personal selling, publicity, and public relations.
What is the degree of patronage in relation to the effectiveness of the promotional strategy? If the company’s sales campaign does not generate a positive response for the product, it will lose its target audience.
In addition, the research seeks to determine the most effective form of product sales promotion in order to increase consumer approval.
The company’s inventory management and control system is ineffective, and as a result, many customers are unaware of the product or brand that the company produces.
In a rising country like Nigeria, manufacturers cannot just produce and expect consumers to buy their products or services without considering the benefits or drawbacks. Thus, sales advertising became unavoidable.
Manufacturers are confronted with issues of product substance and competition. As a result, many manufacturers now strive to stimulate and capture consumers’ attention with customer loyalty, increasing market share by using sales promotion tools on goods and services.
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