AN EVALUATION OF THE EFFECT OF SALES PROMOTION ON ORGANIZATIONAL PERFORMANCE
(A CASE STUDY OF MTN)
NUMBERS PAGES: 72 RESEARCH TYPE:-PROJECT AMOUNT :- ₦2500
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ABSTRACT
This project was designed critically to examine the effects of sales promotion on market performance. The researcher wants to know it sales promotion as promotional tool in marketing mix, has a major influence on the consumer buying decision the researcher limited the study to the impact sales promotion has on the subscribers of MTN product in order to achieve this objective, the research carried out field survey and on elaborate study of the two variable in question i.e sales promotion and market performance.
Information relevant to the study were collected via primary data that is through the use of questionnaires, and secondary data’s gotten from books and journals of management. The questionnaires were administered, randomly and the method of analysis includes the use of simple percentage and chi-square table. Chi–square table was used to test the relevant hypothesis formulated for the study the result hypothesis for the study. the result, showed that there exist a significant relationship between promotion has a tremendous effect on market performance and demand has been seen to increaser with sales promotion activities thereby leading to long term survival of the organization in conclusion, sales promotion should not be regarded as the solution to every organization problem but as a means of capturing and retaining a major share of the market.
TABLE OF CONTENTS
Title Page . . . . . . . . . i
Approval Page . . . . . . . . . ii
Dedication . . . . . . . . . . iii
Acknowledgment . . . . . . . . . iv
Abstract . . . . . . . . . . v
Table of contents . . . . . . . . vi
CHAPTER ONE
INTRODUCTION
- Background to the Study . . . . . . 1
- Statement of the Problem . . . . . . 4
- Objectives of the Study . . . . . . . 4
- Significance of the Study . . . . . . 5
- Statement ofHypothesis . . . . . . 5
- Scope of the Study . . . . . . . 5
- Limitations and Constraints of the Study . . . . 6
- Definition of Key Terms . . . . . . 7
CHAPTER TWO
LITERATURE REVIEW
2.1 The Concept of Sales Promotion . . . . . 9
2.2 Types of Sales Promotion Strategies . . . . 10
2.3 Trade Sales Promotion . . . . . . . 10
2.4 Purpose of Sales Promotion . . . . . . 12
2.5 Major Decisions on Sales Promotion. . . . . 13
2.6 Limitations of Sales Promotion . . . . . 14
2.7 Problems that may be Encountered in Carrying out Sales Promotion .
2.8 The Effect of Sales Promotion on Organization Performance 16
2.9 Background of the Case Study (M.T.N Nigeria Plc) . . 20
2.10 Sales Promotional Programmes of the Mobile
Telecommunications Network Nigeria in Nigerian
Marketing Environment . . . . . . 21
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Research Design . . . . . . . . 27
3.2 Area of the Study . . . . . . . 27
3.3 Population of the Study . . . . . . 28
3.4 Sample of the Study . . . . . . . 28
3.5 Method of Data Collection . . . . . . 29
3.6 Administration and Retrieval of Instrument . . . 30
3.7 Problems of Methodology . . . . . . 30
3.8 Method of Data Analysis . . . . . . 31
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1 Presentation and Analysis of Data . . . . . 32
4.2 Test of Hypotheses . . . . . . . 49
4.3 Discussion of Findings . . . . . . . 52
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary . . . . . . . 55
5.2 Conclusion . . . . . . . . 56
5.3 Recommendations . . . . . . . 56
Bibliography/References . . . . . . 58
Appendices . . . . . . . . 59
