SALES STRATEGY ON CONSUMER PRODUCTS:
Abstract
This study is designed to find out the overall effectiveness of Trade and Consumer Jobbers Schemes. The research attempts to determine the effectiveness of Trade Jobbers Scheme as distinct from Consumer Jobbers Scheme (and vice versa) using the percentage contribution to sales of core equities. Colgate-Palmolive (Nigeria) Services, was chosen as the case study. The main instruments of data collection were sales record on all products from October 1997 to October 1998, Trade Jobbers monthly sales summary and Consumer Jobbers monthly sales summary. The sales result test, which attempts to measure tha sales volume of core equities during the Trade Jobbers Scheme established a positive correlation between sales volume of core equities and the Trade and Consumer Jobbers Schemes. It was also established that a positive correlation exists between the sales volume of 2 of the core equities and the Consumer Jobbers Scheme and thridly between the sales of core equities and Trade and Consumer Jobbers Scheme when ran concurrently. It was concluded that the Trade Jobbers Scheme yields higher sales volume if it is focused on core equities, while the consumer Jobbers Scheme is more effective if it focusses on few brands and a synergistic effect is achieved if both schemes are used concurrently.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
SALES STRATEGY ON CONSUMER PRODUCTS:
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