THE IMPACT OF SALES PROMOTION IN THE PURCHASE INTENT OF GOKO CLEANSER AMONG STUDENT OF FEDERAL POLYTECHNIC, OKO. A CASE STUDY OF DR IGUEDO GOKO CLEANSER AKWA-IBOM
CHAPTER ONE
Nigeria like every other developing countries of the world view sales promotion as one of the major policies for her company and industrial development. These reason are advised in support of this thinking.
First; it suggest that industries offer more employment opportunities to the mass population in the country.
Secondly, sales promotion is implement to attract new customer, to hold present customers to counteract competition and to take advantage of opportunities that are revealed by market research. It is made of activites , both outside and inside activities to enhance company sales. Outside sales promotion activities include advertising, publicity, public relation activities and special sale events. Inside sales promotion activities include window displays, product and promotional material display and promotional programs such as premium award and contest.
Thirdly: Sales promotion earn foreign exchange to the company a nature at large. Sales promotion in Nigeria context seem to be difficult to practice by the industries or company. This is because the feel reluctant to invest in sales promotions, they all nausea the feeling that is a waste of accumulate interest and furthermore, this sales industries find it difficult to go into a large sales promotion could be traced easily from the flourishing enterprises and small scale industries.
Fourthly, Sales promotion includes several communication activities that attempt to provide added value or incentives to consumers, wholesalers, retailers or other organization customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial or purchase.
Therefore, it is no doubt that when consumers are aware of a product they would like to try it thereby increasing the awareness of the company product.
1.1 Background of the Study
Dr. Iguedon Goko cleanser is one of the companies that realize the impact of sales promotion and sales attest, the impact of sales promotion to the sale managers replying to a questionnaire which states that the volume of sales they previously make before they embark in a sale promotions has new doubled thereby making up for the capital invested.
A good sales promotion help a company gains a household name within inside and outside the town in question.
Through this sales promotion the consumer will be aware of the location or the depot location of the company. It is also through the promotion that the position of the company is known and the ways of improving it and updating the product to be generally accepted by the producers and consumers.
1.2 Statement of the Problem
Sales promotion is not an effective promotion for the purchase intent. Other problem are as follows:
The major purpose of the study is to identify the structure, the impact of sales promotion on the purchase intent of Goko cleanser among student of Federal Polytechnic Oko, to identify some problems facing the relactance of the investors to invest in sales promotion and possible their present contribution of the growth and development of Dr. Iguedo Industry. This will serve in interested individuals in making decision regarding sales promotion for future economy development of the state.
This study will also highlight the role of sales promotion and sales recommend on measures to be used in order to improve on sales performance of an organization.
The major objective is to examine how Dr. Iguedo industry creates awareness and the impact of sales promotion in the purchase intent of Goko Cleanser among Student of Federal Polytechnic Oko.
The study will also assess the contribution and efforts of sales promotion to improve the sales of an organization.
This study will also highlight the prospect and importance of sales promotion on the purchase intent of Goko Cleanser among student of Federal Polytechnic Oko in an organization.
1.4 Significance of the Study
Sales promotion has been recognized as a basic tools for building store traffic and stimulating sales by organization or companies.
The effectiveness of this device sudstantinlly however is ultimately dependent on the strength of the individual organization.
The sales promotion on the purchase intent of Goko Cleanser Dr. Iguedo Industry for co-ordinating the nation in relation on personal selling and advertising, it is meant to stimulate consumer to buy their product through the sales promotion.
In some case, the other components of the promotional mix support a sales promotion strategy. For example, an advertising campaign might be used to publicize a sales promotion strategy.
1.5 Research Question
1.6 Formulation Hypothesis
The following hypothesis is to be tested with a chi-Square (x2) approach
1.7 Scope of the Study
Through literatures has not been written on the topic (Sales Promotion). Hence, there is a limitation on the researcher. Some of the information also known to lack of infrastructural development in the area. I am unable to go futher due to the limitation of time.
But I must not fail to stress the level of problem of illiteracy posed in my date collection. Some of the interviews were mainly illiterate and so I found it difficult to ask question in English.
1.8 Definition of Terms
1.9 Operation Definition Of Terms
1.10 Conceptual Definition of Terms
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