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PROJECT TOPIC- HOW EFFICIENT AND EFFECTIVE SALES PROMOTION STRATEGY COULD HELP IN INCREASING SALES OF KUMAC ENTERPRISES IN ENUGU URBAN

PROJECT TOPIC- HOW EFFICIENT AND EFFECTIVE SALES PROMOTION STRATEGY COULD HELP IN INCREASING SALES OF KUMAC ENTERPRISES IN ENUGU URBAN

 

Abstract

The central focus of this research is on impact of sales promotion on the sales of fast food a case of Kumac Enterprises Enugu Urban. The main objective of the study is to ascertain the efficiency and effectiveness of sales promotion strategy in increasing sales of Kumac Enterprises in Enugu Urban. The motivation for the study came from the increasing rate of competition in fast food industry which seem to have promoted the firms in the industry to adopt strategies for boosting sales. In bid to achieve the stated objectives, 113 staff and customers of Kumac Enterprises Enugu Urban were selected and studied using questionnaire and their responses were analyzed using statistical tools like frequency, tables and percentages. The researcher involved the use of primary and secondary data. Various findings as shown in chapter five were made which includes; samples, context and cash rebates are the sales promotional tools that appeal more to the customers, Kumac Enterprises employs all the sales promotional tools, sales promotion helps to stimulate demand and sales promotion there is an important strategy  for stimulating market demand. The researcher recommended that Kumac should without further delay strive to increase consumers’ patronage through the use of sales promotional tools.

CHAPTER ONE

INTRODUCTION

  • BACKGROUND OF THE STUDY

Sales promotion over the years having been known to impact heavily on the sales of goods and services, and therefore impacts on the sales of fast food in Enugu Urban. This is so because the goal of sales promotion is to trigger purchase or start the process leading to purchase.

The competitive tasks are to attract trail, induce brand switching, retain customers, increase usage, achieve better geographical distribution, get rid of old stock and sustain market share, (Shaughnessy 1988).

The sales promotional strategy is a controlled integrated program of communication method and materials designed to present an organization and its products to prospective customers, to communicate need satisfying attributes of product, facilitate sales and thus contribute to long-run profit performance, (Engel 1987).

The urbanization process that our nation started witnessing during the era of oil boom in the early 70’s did not just take its toll on social amenities but also had its impact on the habit of urban dwellers. This era introduced a new dimension to our life styles; hustle and bustle became the order of the day. In order to adjust to the hectic life pattern of the emerging urban society, the average urban dweller (male or female) had to leave home before breakfast, to eat at work and also to eat dinner in the traffic.

This brought about the fast food business. At the time of its emergence, it was known as the Quick Service Restaurant which evolved from the coffee shops of the Kingsway departmental stores. The Kingsway rendezvous came as a replacement of these coffee shops in the 70’s. The trend continues such that it needs to be pointed out that the competition was much, partly because of the large market but more importantly, to meet the needs of the customer and also to make profit from the business of fast food.

This process led to the emergence of such fast food enterprises in Enugu urban like Bubbles, Kumac, Mr Bigg’s, Genesis, Crunches, Citi Chef, Citi Centre, etc.

The fast food enterprises do not only provide consistently high quality products expected by numerous customers, but also offers a unique eating experience, embodying the highest standards of hygiene, menu variety, attractive décor and excellent customer service.

PROJECT TOPIC- HOW EFFICIENT AND EFFECTIVE SALES PROMOTION STRATEGY COULD HELP IN INCREASING SALES OF KUMAC ENTERPRISES IN ENUGU URBAN

  • Statement of Problem

The fast food enterprises in Enugu urban are very competitive, hence it is important that operators get to know what means or methods will ensure their continuous stay and relevance in the market.

As a result, one of the most important problems facing fast food enterprises in Enugu urban is that of what sales promotional strategy to adopt and what promotional tools are to be used in its sales promotion activities.

Every fast food enterprise depends on effective promotion to ensure its continued and profitable existence. It follows that for this reason, one can only say that sales promotion is the “life” of fast food enterprise. The problem, therefore, is how sales promotion can be used to positively impact on the sales of fast food enterprises and how it can impact on the sales of fast food enterprises in Enugu urban.

The inefficiency of some promotional strategies to increase sales of fast food enterprises is posing a great problem to fast food enterprises in Enugu urban and fast food enterprise in general. The problem is what should be done to minimize the cost of this sales promotion such that its cost does not outweigh the potential benefits to fast food enterprises in Enugu urban.

  • objectives of the study

The major objective of the study is to find out how efficient and effective sales promotion strategy could help in increasing sales of Kumac enterprises in Enugu urban. Other objectives which the researcher intends to achieve are:

  • To ascertain the promotional tool which Kumac enterprise uses in its sales promotion.
  • To find out the various sales promotional strategies adopted by Kumac enterprises.
    • research questions

The researcher intends addressing the following questions:

  • How efficient and effective would sales promotion strategy help in increasing the sales of the product of Kumac enterprises in Enugu urban?
  • Which sales promotional tool does a Kumac fast food enterprise use in its sales promotion?
  • What are the various sales promotional strategies adopted by Kumac enterprises?

 

  • scope of the study

This study is intended to evaluate the sales promotion in fast food enterprises. The scope is holistically limited to Kumac Enterprises because they enjoy a great number of patronages.

  • limitations of the study

This research work experienced some constraints in the course of the study. These constraints were largely that of limited time scope within which this research work is to be carried out. Another notable constraint is that of limited resources with which to carry out this research work.

Therefore, this study will be restricted to Kumac Enterprises located in the heart of Enugu urban due mostly to the fact of its enjoyment of greater patronage from the vast majority of the population for balance of survey.

  • significance of the study

It is an over statement to say that sales promotion plays a very important role in fast food consumption. The success and failure of any fast food enterprises to a large extent depends on the ability to effectively use sales promotion to achieve its organizational goals.

In as much as fast food enterprises in general will benefit from this study, smaller or growing fast food businesses will benefit the more. Since this research study will enable them to know and ascertain how they can benefit from the sales promotional tools, how much sales promotion to employ, when to employ it and also how to employ it.

This work will also aid fast food enterprises to ascertain what percentage of their revenue to be employed on sales promotion and other ways to promote their business. It will help other researchers who want to develop this particular study by giving them background knowledge with which they could kick off on their research on a related topic or an extension of this particular study.

This study will also promote other establishments that are profit oriented as it will guide them on their business decisions. Above all it will help students to gain insight into the fast food business in case they want to go into establishing their own fast food joints or business. This study will serve as guide to them. It will teach them the marketing strategies to use and the sales forces to use for effective and efficient running of the business.

 

  • definition of terms

  • Sales Promotion: Sales promotion is the activities that intends to increase the sales of a product or service. (Bovee & Thill 1992).
  • Sales Force: Simply means those people in organization who call on prospect and consumers, they promote sales volume for the company bearing in mind the long-run profit plan of the company. (Carthy and Spiro, 1979).
  • Marketing Strategy: Is how companies define their business and divide themselves into separate manageable strategic business units, companies consider when or whether to engage in a business and how companies forecast demand. (Shaughnassy J. O. 1988).
  • Promotional Strategy: Is the strategic means by which companies involve in promotion of their product. (Engel, Warsh, Kinnear 1991).
  • Metropolis: A large important city often the capital city. (Hornby 2000).
  • Inventory: A written list of all the objects, furniture, etc. in a particular building. (Hornby 2000).
  • Effective: Producing the result that is wanted or intended producing a successful result (Hornby 2000).
  • Efficient: Doing something well and thoroughly with no waste of time, money or energy. (Hornby 2000).

PROJECT TOPIC- HOW EFFICIENT AND EFFECTIVE SALES PROMOTION STRATEGY COULD HELP IN INCREASING SALES OF KUMAC ENTERPRISES IN ENUGU URBAN

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