The Effect Of Sales Promotion As A Tool For Achieving Customers Brand Loyalty In The Table Water Industry

Abstract

This topic the effect of sales promotion as a tool for achieving customers brand loyalty in the table water industry was conducted to investigate the extent of relationship between effective sales promotion and customers satisfaction in the table water industry.

However to achieve the goals of the study, the survey research design was used to study the organization where 37 questionnaires were administered to the respondents in order to obtain first hand information. After critical analysis of the data collected, the hypothesis were tested using the variance (ANOVA) statistical tool (method). There is a strong relationship between effective sales promotion and customers satisfaction in the table water industry and that goals of table water producers are related to their performance. Militating factors were discovered to mediate between effective sales promotion and customers satisfaction. Based on the findings, of this study, the following were commended. That various table water firm in the state and country at large to adopt more of sales promotional tools and educative programmes. That proper communication channel and effective sales promo tools should be used to inform consumers. That government agencies should put in place legislations that will guide the operation of manufacturers.

Chapter One

Introduction

1.1 Background of the Study

Sales promotions means – achieving the effect of promoting product sales or introducing new brands within s a short time through different channels. Sales promotions can attract brand switchers and generate good sales within a short span of time. They can encourage consumers to use higher end of more up market products and stimulate consumers desire to try all new product.

The effect of sales promotion makes consumers, buying a particular product are encouraged to buy another product at the same time at a very low price or even free. These gifts may come with the purchase of sent by mail.

The demonstrator distributes sample to spectators and demonstrates how the product is used. This means of promotion is often used in the sales of cosmetics, clothing small electrical applicants and table water etc. The produce provide the sample free of charge to cultivate the confidence of customers in the brand and achieve the purpose of selling the product through trial use. Such sample ma be delivered to peoples’ home, sent by mail, distributed at shops or affixed to other product. Loyalty rewards, companies rewards bulk purchase and long term customers by offering them cash rewards, discounts, gift and other kinds of incentive to encourage them to give continuous supports.

1.2 Statement of Problem

Despite the fact that profounder and proponent in the past and even now have stressed that sales promotion plays a significance role in the growth of business and non business organizations, quite a lot of managers especially in the small and medium scale manufacturing industry shows great degree of ignorance in its application.

The reason for the negligence of sales promotion by most firms can be traced to the bottlenecks associated with its, such as: huge cost, short time frame, and inadequate incentive administered during the programe. Also the negative perception of its by consumers, exploitative and untrue. It is for this reason that the study was undertaken to investigate the extent to which sales promotion affect the marketing growth of the constant table water industries in Imo state.

1.3 Purpose of the Study

The study has its main concern with investing the extent of relationship between sales promotion and organizational objective in the table water industry. Furthermore, it determines the following specific objectives:

The effect of sales promotional timing in enhancing the business growth of an organization.
How adequate sales promotional incentive are in achieving organizational objectives.
Whether the cost structure of sales promotion commensurate with organizational growth of the industry.
If moderating factors (competition, technology, economic factors and government policy) interfere in the relationship between sales promotion and organizational growth in the table water industry.

1.4 Research Questions

How adequate are the sales promotional incentives used in the achievement of organizational objective?
What is the degree of effect of sales promotional timing in enhancing the business growth of an organization?
Does the cost structure of sales promotion commensurate with organizational objectives of the table water industry?
Do moderating factors interfere in the relationship between sales promotion and organizational growth?

1.5 Statement of Hypothesis

Oxford advanced dictionary defines hypothesis as an idea or a suggestion that is based on known facts and used as a basis for reasoning or further investigation. There are two types of hypotheses, (Hi) alternative and (Ho) null hypothesis is the one that say that there is no significance difference between the objective of contention while the alternative hypothesis is the one formulated to contradict the null hypothesis for the purpose of this study we shall put to test.

Ho1: There is no significance relationship between sales promotion and marketing growth in medium scale business enterprise.

Ho2: Moderating variables do not interfere in the relationship between sales promotion and organization performance.

1.6 Significance of the Study

This study was conduced to investigate the relationship existing between sales promotion and organizational performance and believing that the findings will proffer lasting solution to any ineffective operations of Up Dike industry limited.

Furthermore, the findings and recommendations of this study will benefit other companies in the same industries consumers and readers alike will also find this piece inspiring as it will broaden their understanding on the subject matter.

Finally, students and expert who have interest in this area can build on the outcome of this study.

1.7 Scope and Limitation Of Study

The extent of coverage of this study is defined within the frame of the research topic, the effective of sales promotion in achieving customers brand loyalty in sachet water industry in Owerri Imo state. In carrying out this study, the following were the constraints faced by the researcher minor constraints were time, finance needed to carry out the research successfully.

Major constraints faced include non availability of current literature and difficulty to access the internet for journal and articles, bias responses, refusal of respondents to return questionnaires and audience/shying away from the interview, difficulty in arriving at an appropriate statistical tool to test hypothesis.

1.8 Operation Definition of Terms

Advertising:

Is any paid form of non personal presentation and promotional ides, good or services by an identified sponsor.

Brand:

Is a name, term, sign, symbols intended to identify the goods or services of one seller or groups of sellers and to differentiate them from those at the competitors.

Coupons:

Is a piece of paper from the manufacturer or his intermediary entitling its holder to discount on a particular product. They are certificate that give buyers a saving when purchased a specified product merely to invite quest.

Sales Promotion:

The use of short term incentive to induce sales.

Exhibition:

Putting on display of firm’s goods or services for promotional purpose, particularly the gathering of number of such display which are either on view to the public in general or merely to invite quest.

Organization:

A profit oriented outfit that produces goods and services for the society.

Private/Public Ventures:

Business project or activities performed by individual or government establishment.

World Class Multinational:

Business organization existing in or involving many countries.

Profit/Non Profit Making Organization:

A company or business that makes or will make a profit, business that is not profit oriented socio-economic, political dispensation. The study of society, its economy and politics.

Communication Mix:

Variables used by the marketer to reach the target markets.

Short Term Incentive:

An inducement that encourage an individual in the short period.

Chapter Five

Summary, Conclusion and Recommendation

5.1 Summary

The study has its main concern with investing the effect of sales promotion as a tool for achieving customers brand loyalty in the table water industry in Imo State. Furthermore, it determines the effect of sales promotional timing in enhancing the business growth of an organization, established whether the cost structure of sales promotion commensurate with organizational growth of the industry and ascertained if moderating factors (competition, technology, economic factors and government policy) interfere in the relationship between sales promotion and organizational growth in the table water industry.

Survey research design was the methodology employed for the study and with the aid of convenience sampling technique 37 participant who are staff of selected table water factory in Imo State were selected for study. The research instrument was issued to the respondent of which all were retrieved and validated for the study. Both primary and secondary data were used in the study. To collect the data, a set of questionnaire was designed and administered to a sample of respondents. Data was analyzed using simple percentage, frequencies and tables. Hypotheses was tested using ANOVA statistical package for social science (SPSS v.23).

5.2 Conclusion

Now-a-days people are conscious to look for the best products and that‟s why their fluctuating mind may switch on to new brands with a simple stimulus. In this case an extra incentive can be added to a product by different promotional activities. For a company to surpass her competitors in a highly competitive market, it has to improve and prove some certain level of marketing competences to gain the attention and interest of the consumers.

Consequently, effective sales promotion usually yields positive results: that impact on profit ratio; hence the product that gets to the final consumer must satisfy his or her want.

Findings of the study reveals that There is a strong relationship between effective sales promotion and customers satisfaction in the table water industry and that goals of table water producers are related to their performance. More so, moderating factors (competition, technology, economic factors and government policy) interfere in the relationship between sales promotion and organizational growth in the table water industry.

5.3 Recommendations

The study provides recommendations for the purpose of improving the personal selling on marketing communication mix strategies of table water companies.
In line with the study objective, the researcher suggests that soft drink companies should consider integration of rebates strategies such as public visibility and public attention seeking since these strategies influence the level of sales performance.
The study recommends that it is important for table water companies continue investing in trade discounts activities that help the customer to remain faithful to the company.
That organization should set up more and effective sales promotion department with experience staff with the view of developing more promotional strategies in line with the company’s objectives.
Sales promotions budget should always be adequate in organizations which would also give sales representatives and consumers alike performance to participate.
That there should be enhanced and computerized distribution system, this strategy create performance and proficiency on field managers and supervisors monitoring sales on consumers and complaint.

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