PROMOTION AS A STRATEGY OF MANUFACTURING TOOLS FOR CONSUMERS LOYALTY (A CASE OF MAKAGINUS TABLE WATER, OKIGU IMO STATE)

Thesis Overview

INTRODUCTION1.1   BACKGROUND OF THE STUDYIn the previous years, sales promotion has not become popular. But in recent years it has grown so rapidly. It is this rapid increase that has promoted the attention to undertake this research and find out how sales promotion influences the consumer loyalty with special emphasis on makaginus table water. Sales promotion is an indirect form of intended to stimulate quick action. It is one of the variables in the promotional mix that organization uses to stimulate customers purchasing and dealer’s effectiveness such as displaying, shows, exhibition, demonstrations, coupons, contests, premiums,   samples trade allowance and other routines selling effort are usually short term in nature. According to Kotler (2013) sales promotion is one of the promotional activity or material that act as a direct inducement to reseller, sales persons or consumer. It offers added value or incentive to buy or sell the procedure. A range of technique used to engage the purchaser. The production of makaginus table water product in Nigeria is purely through franchising, that is selling its product as it is in all the consumer, and there is no change in marketing, advertising, taste and promotional activities. Also, the study of sales promotion as an element of promotional mix has been sadly inflicted both in the academic study of marketing and in makaginus table water. But incidentally, a major factor in the success of marketing of consumer goods it is not encouraging; therefore it is an unavoidable responsibility of this study to address these problems to the notice and comprehension of makaginus table water.1.2       STATEMENT OF THE PROBLEMThe problem in new product planning and strategies for increase market share are as follows.

1. New product planning and development is a strategy for increase consumer loyalty.
2. There are other strategies for increase consumer loyalty.
3. The survival of any manufacturing firm depending generally on strategy of manufactures planning and development.

OBJECTIVES OF THE STUDYThe following objectives were agreed to guide this study:

1. To know whether makaginus table water embarked on sales promotion.
2. To know the nature and extent of sales promotion carried out by firm.
3. To know if sales promotion activities influence consumer loyalty.
4. To know which promo-tools bring out the desired result in terms of consumer loyalty.
5. To know if consumers complain about the sales promotion and the nature of such complaint.
6. To know how the firm addressed consumers complaint if any.

RESEARCH QUESTIONSThe following questions will be addressed:

1. Does makaginus table water embark on sales promotion?
2. What is the nature and extent of sales promotion research is been carried out by the firm?
3. Do sales promotion activities influence consumer loyalty?
4. Do promo-tools bring out the desire that result in terms of consumer loyalty?
5. What is the nature of consumer-complaints about sales promotional strategies of the firm?
6. How does the firm address consumer’s complaints?

RESEARCH HYPOTHESISHo. There is a significant relationship between attitude consumer loyalty behaviors during sale PromotionHI There is no significant relationship between attitude consumer loyalty behaviors during sale Promotion.Ho. Price reduction has a significant relationship with consumer loyalty behavior during sales promotions.H1 Price reduction has no significant relationship with consumer loyalty behavior during sales promotionsHo: There is insignificant relationship between discount level and sales promotion.H1 There is no insignificant relationship between discount level and sales promotion.Ho: Sales promotion have impact on customer retention.H1: Sales promotion does not have any impact on customer retention.H0: There is relationship between sales promotion and customer loyaltyH1: There is no relationship between sales promotion and customer loyaltySIGNIFICANCE OF THE STUDYA research work of this type is important because it helps in drawing out careful analysis and evaluation on the influence of sales promotion on consumer’s loyalty adopted by makaginus table water and also be of importance to up-coming organization that may like to carryout sales promotion activities, it will help them to actualize their set objectives.This research also aims at finding out the appropriate sales promotional tools that appear to be most effective in mobilizing and securing customers active participation.Finally, this research work will be of benefits to the followings

1. Manufactures
2. Marketers
3. scholars

1.6       SCOPE OF THE STUDYThis research is drawn from various organizations and it shows how sales promotional activities are applied in various organizations but the study is limited to promotion as a strategy of manufactures tools for consumer’s loyalty.1.7       LIMITATIONS OF THE STUDYThe following problems were encountered by the researcher. This research is constrained by lack of time as the researcher carried out the work side by side with other academic work, like assignment, lectures and working for final examination.Again, materials relating to the work were not enough in the available library. Therefore; the researcher encountered some financial problem in carrying out the research.However, the research was able to be conducted due to adaptation.DEFINITION OF TERMSConsumer: end user of the product.Personal selling: Personal selling is a process in which an individual salesperson works one-on-one with a customer to try to match a product to her needs.Consumer loyalty: is defined as a name, term, sign, symbol, design or combination of them that identifies the goods or service of one seller or group of seller and differentiate them from those of competitors.Advertising: this is a paid form of non-personal communication of idea, product or services that transmitted to the audience through mass media such as television, newspaper, radio and magazine.