Examined The Impact Of Sale Promotion On Manufacturing Industry (A Case Study Of Nigeria Bags Manufacturing Company Ikeja Lagos)

Project and Seminar Material for Business Administration and Management BAM

Examined The Impact Of Sale Promotion On Manufacturing Industry (A Case Study Of Nigeria Bags Manufacturing Company Ikeja Lagos)

Chapter One


1.1 Background to the Study

The survival of any business organization defends on a very large scale of the patronage that it enjoy form those who consumer the product those promotion mean to push forward to advance in idea in such a way to gain acceptance and approval for it.

And also one of the crucial component in the setting of the consumer product is promoted which is used in pervasion and communication which could either be inform of advertisement personal selling, sales promotion as a competitor in the market hope to influence as many consumers as possible to choose their product over alternative product. Sales promotion is an effective strategy in an organization and is an important ingredient in most promotional program through which consumer are persuade and convinced to buy a product or services and common supported by sales promotion, this belief is strengthened by porter (1996). Whose work have attempted to spell out experimental analyses of the theory same promotion in relation to consumption.

Also according to ray wild (year) promotion is concerned primarily with the persuasion gained largely at securing increasing the sales of the actual market prior to this study, the researcher was able to observe restriction in the use of sale promotion show that the effective promotion strategies will diminish market effort while the presence of the effective promotion strategic will improve customer satisfaction. Important of sale promotion at profit and close monitoring of the research work will be readable and usefully to all manufacturing company as a whole.

1.2 Statement of the Research Problem

May business organization are facing serious problem how to reach their predetermined goal and objectives due to the competition merged with our distressed and inflationary condition the study is therefore to assist Nigeria manufacturing.

Particularly consumer manufacturing competes and managers or various organization to be acquainted with secret to success in an uncertain and competitive environment. This can be achieved by aiming at bringing to the limelight the effectiveness of sales promotion as opposed to ancient belief.

Business organization use sale promotion to stimulate and create awareness on the existence of the product and services through advertising this is because it is viewed as a key decision variable in influencing consumption pattern of the consumer.

1.3 Objective of the Study

Especially this study will evaluate: the effectiveness of sale.

  1. Promotion on consumption behavior of consumer using the Nigeria bag manufacturing in Inaja as a reference point. It shall
  2. Also dwell on the relationship between sale promotion and consumer palter of censure.

1.4 Signification of Study

Based on the series of beliefs that sale promotion does not correlate with increase relative consumption and those changes in consumer attitude a product or service is due to some factors like trial usage idea rather than sale promotion. While other believe that sale promotion would lead consumer form the stage of awareness to the interest stage hence the desire stage and finally to purchase which is the action.

The signification of the study is to identify and explain extent to which various sale promotion on sumor product can influence the consumption pattern and purchase in the part of the consuming.

1.5 Scope of the Study

The research study is limited to Nigeria bag Manufacturing Company. This study coyer the entire organization but will be represented by only 20/ of the whole population.

This research work is an attempt to bring to light some in effectible factor that would lead to marketing promotional strategy with particular attention of Nigeria bag manufacturing company.

1.6 Limitations to the Study

The availability, reliability, sufficiency, of data, textbook and other material determining in a great way the success of this research work.

Also, the cooperation of interviewed official and other information individual tell much on the success of the study.

Objective of the Study
  1. However, time and financial constraints as well as the non-disclosure of some of the organizations strategy reduced considerably the effort of the researcher.
  2. It is notable however that the above mentioned constraint do not in any way invalidate this research work as the researcher was able to get relevant and needed information.

1.7 Definition of Terms


It is define as an exercise aimed at information persuasion and communication about goods or services to potential consumers in a manner designed to illicit positive action.

Sales promotion can be defined as a marketing activity outside personal selling, advertising and publicity. It is also used as a complement way to other promotional strategy and action.

Sales promotion can be defined as a marketing activity it is persona selling advertising and publicity. It is also used as a complement way to other promotional strategy and action.


Can be defined as a someone who buy and used product be service.


Can be defined as the means and skill of planning servicer of action for archiving an aims especially success against an opponent.


Can be defined as mean and process or business of producing good in factories.


The production of good especially in factories.

Chapter Five

Summary, Conclusion and Recommendation

5.0 Introduction

Sales promotion is a non personal one way mass communication directed at specified market.
According to Philip Kotler, in his book “Principle of Marketing, 3rd Edition”. Sales promotion is a non personal firm of communication conducted through paid sponsorship. It involve in presentation and promotion of product, services or ideas by identifiable individual or organization.

Biatery and Welson define sales promotion as any paid form of personal presentation of product or idea of commercial signification to prospective buyers. It involves all activities in presenting to a group, an impersonal oral or usually open sponsored message, regarding product of goods, idea of the message called sales promotion.
The American Association recommends this definition of sales promotion as any paid form of non personal presentation and promotion of good ideas and services.

Kotler (1996) in his book, “Marketing Management” defines sales promotion as an indirect one of impersonal form of communication via mass medium and paid for by an identified sponsor.

Sales promotion offers the advantage of reaching large audience for a relatively low exposure, using a wider channel to reach different target market.

Water Dill Scots (1996) said that sales promotion message should be presented in such a way that is important with this behaviors’ is reflected in the budgetary allocation by company toward sales promotion.

5.1 Summary

Base on the data analysis carried out in the proceeding chapter, some important discoveries were made in table six, the frequency was 37 while the total percentage was 92.5. The Nigeria Bag Manufacturing Company is giving attention to the sales promotion. Table eleven also shows that relationship between the sales promotion and profit level whether there is impact of sales promotion on level of profit. The response of respondent dearly should be in the table where the frequency 35 of those courses very and their percentage (%) of 87% this means that majority of the people support the belief that promotion has significant impact on sales and profit level.

It is also possible to increase sales volume profit levels, achieve a better market share and improve the organization market performance as well as influence consumer behaviour positively towards a product through effective product promotion strategy.

It has been shown that constant promotional methods creates and lead to permanent consumer acceptance toward a product finally, any organization that intends to achieve these above stated objectives must regard promotion as strategies and therefore attach special strategy has enhance the performance of the company. It is also recommended that as a strategy the four element of promotion mix should be sued as various times to complement each other.

Competition action should be closely monitored to enable the company (BAGCO) plan it own promotion.
Marketing promotion expert should be employed to repackage the operation finally and also important to cooperation with manufacturers should assist them to efficiently perform their functions by supplying them with enough stock, materials and relevant information needed and they should keep monitoring their activities so that they do not misuse the opportunities.

5.2 Conclusion

Base on the analysis in chapter 3 and the summary, it is important for the company’s continual growth survival and profitability. There should be implementation mix element.

A large percentage of the person are of the opinion that the company’s improve performance and favorable public, image are due to the marketing promotional strategies employ by the company.

5.3 Recommendations

It could be gathered or seen from the beginning of this research work that the benefit of advertising or sales promotion to the company, the economy and consumer are so strange and important that few cone can exist and succeed without it. The NBM company is no exception, it is the light of this that the following recommendations were made.

The company should continue with intensive promotion efforts and utilized all form of aggressive marketing strategy in the present growth to make its product and services know to other potential customers all over the state and even across the nation.

Considering the fact that sales promotion is an effective means of bringing the product nearer to the people, Nigeria Bag Manufacturing Company should continue to intensify its efforts in this direction so that it will influence the consumption patterns of the consumer towards its own product.

It also recommend that more of its adverts to be placed on every available medium so as to bring their product more nearer to the public.

The company should direct funds to it market research programme continuously to find out changes in consumption pattern of the consumer.

Sponsorship of drama and sport programme should be incorporated as a means of a promoting the co-operate image of the company before and after advertisement.

In determining its total annual advertising budget, the company should from time to time set a reasonable budget in term of market shares. Sales volume and the cost. If the aforementioned recommendations can be adequately looked into, a lot of product awareness and position influence will be reflected on the consumption pattern of the consumers.

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