Our Blog

List of recently published project topics and materials

PROJECT TOPIC :IMPACT OF SALES PROMOTION IN THE MARKETING OF CONSUMER PRODUCT IN NIGERIA (A CASE STUDY OF UNILEVER NIGERIA PLC ABA)

PROJECT TOPIC :IMPACT OF SALES PROMOTION IN THE MARKETING OF CONSUMER PRODUCT IN NIGERIA (A CASE STUDY OF UNILEVER NIGERIA PLC ABA)

ABSTRACT

This study dealt on impact of sales promotion in the marketing of consumer product in Nigeria. The main objectives of the study were to find out the effects of sales promotion on consumer purchase of a product, and to find out the type of sales promotion incentive used by the companies. Data were sourced and analysed using chi-square statistics method, Topman’s formular was used to determine the sample size for consumer while Bouley’s formular was used to determine the sample size for relevant staff / management.

After the analysized of data the following was found out. Sales promotion contributes to consumer’s frequency of purchase and also Unilever PLC increase its sales promotion when there is a setback on business activities.

The major conclusion drawn from the study is that all the various elements of sales promotion incentives must be studied, analyzed, planned and implemented in a coordinated, integrated and effective manner, so as to achieve optimum sales and total marketing success in the market place.

CHAPTER ONE

  INTRODUCTION

BACKGROUND OF THE STUDY

The changes in the economic existence of people and improvement in their standard of living with the increasing need of the people have led to the development of Marketing opportunity in the business world. Producers, in order to satisfy the consumer develop new products to meet the changing of the people. But, as the economy grows and expands, there is need for a better understanding of product use and an increase in the sales volume of the firm. Kotler (1980:513), noted that “important information differentiated product which are thought to have similar volume”

Scheme (1998:482), equally noted that this necessity gave rise to Marketing communications which is a means of informing, persuading and reminding customers about the nature and availability of the product. It is therefore, a communicative tool which comes in different forms such as advertising, public relations and sales promotion.

Kotler (1980:514), defined communication as a process of exchanging ideas and meanings.  Communication process therefore, provides a basis for all activities of the organization that are perceived in the market.

This research will specialize on one aspect of promotional activities which is sales promotion. Different authorities and author have given different views of what a sales promotion means and only few of such concepts are described here. Kotler (1985:578) redefined it as a short-term incentive used to encourage purchase or sales of a product or service. Evans and Berman (1990:457), defined sales promotion as paid Marketing communication activities other than personal selling, advertising, public relations that stimulate consumer purchases.

Sales promotion has witnessed a rapid increase. Kotler and Armstrong (1993:423), observed that sales promotion has been increasing by 12 percent annually compared to advertising increase of only 7 – 8 percent.

It is this rapid increase therefore especially, now that the Nigerian economy is in down turn that has prompted or called the attention of the writer to research and find out “the impact of sales promotion in the Marketing of consumer product in Nigeria,” with a particular emphasis on the Unilever Nigeria Nigeria Plc maker of Omo detergents etc.

 

1.2 STATEMENT OF THE PROBLEM

Unilever Nigeria Plc has noted for her advertisement seems to have succeeded, but since 1997, there has been an incessant fall in Marketing of her products. In an oral interview with the oral regional manager of south east customers service Mr. Patrick? He noted that the company is influenced with regard to the decline in the Marketing of its products.

Mr. Edward Okoro the regional sales manager for south east customers service also stated that the companies influences with regard to house hold products seems to have many competitors.

Salam : retired that the unrestrictive inversion of competing broads that are cheaper and sometimes regarded to be higher quality than those of Unilever Nigeria Plc (U.N.P) market share for instance, its Omo detergent, appeared the worse hit, constantly being adulterated or faked by the new entrants, Omo in sachet, which rivals such important detergent, as Klin, is well known in the market.

These arises due to the fact that there is a proliferation of goods mostly consumer goods belonging to the same product lines. Since the early 1990s, to current. It has been observed that Unilever Nigeria Plc has been embarking on sales promotion which covers a limited area at a higher cost, so, considering the enormous task is active to determine the cost effectiveness of this expensive prone and response.

Therefore, this study seeks to find out the effects of sales promotion on profit and sales volume, and also to offer sound suggestions on how to improve upon the sales promotion incentives.

 

1.3 PURPOSE OF THE STUDY

In Nigeria, there are enormous increase in sales promotion activity of consumer products in recent times. The writer aims at carrying out a study of Unilever Nigeria Plc Aba, Abia state, Nigeria with a view to find out “the impact of sales promotion in the Marketing of consumer products”.

The main purpose is to find out what impacts of sales promotion activities have on the profit and sales volume of Unilever Nigeria Plc, Aba. Before promotion, during promotion and after promotion.

The purpose of this study are therefore, as follows.

  1. To find out the effects of sales promotion on profit and sales volume of consumer goods with special emphasis on the demand of the companies products.
  2. To find out the type of sales promotion used or engaged by the companies product.
  3. To determine the acceptability of sales promotion as an important Marketing strategy by the consumer of the product.
  4. To find out relationship between a firm strategy and its products acceptance.
  5. To offer suggestions as to the profitability of the sales promotion as a strategy of the promotion mix elements.

 

1.4 SIGNIFICANCE OF THE STUDY

This study is not a mere academic exercise. It will be great benefit to the following:

Firstly, the Unilever Nigeria Plc will benefit immensely from this study. This because it will help the company to know the actual sales promotion tools to be used for each of their consumers.

Secondly, it will help the company to ascertain the effect of sales promotion on consumer purchase of their products.

PROJECT TOPIC :IMPACT OF SALES PROMOTION IN THE MARKETING OF CONSUMER PRODUCT IN NIGERIA (A CASE STUDY OF UNILEVER NIGERIA PLC ABA)

Thirdly, the study will be of immense benefits to customer as adequate measures that will be recommended, which will go a long way to boost the satisfaction and value delivery ability of Unilever Nigeria Plc.

Furthermore, this research work is significant because it will provide a basis on which further research works could be undertaken in future.

Above all, the study will be of benefit to the reader as adequate knowledge and understanding will be gained from the information contained in the study.

 

1.5 HYPOTHESES

In the course of this study the following hypotheses will be formulated.

  1. NULL HYPOTHESIS (Ho): Sales promotion does not have a positive effect on the profit of firms.

Alternative hypothesis (Hi): Sales promotions have a positive effect on the profit of firms.

  1. NULL HYPOTHESIS (Ho): sales promotion does not increase the demand for a product.

Alternative Hypothesis (Hi): Sales promotion increase the demand for a product.

  1. NULL HYPOTHESIS (Ho): Sales promotion is not always on the increase when there is a setback on business activities.

Alternative Hypothesis (Hi): Sales promotion is always on the increase when there is a setback on business activities.

 

1.6 SCOPE AND LIMITATION OF THE STUDY

This study is limited to the Unilever Nigeria Plc located with Aba Metropolis of Abia state of Nigeria and consumers of Unilever within Aba metropolis and its environments.

The scope of the study focused primarily on the impact of sales promotion on marketing of consumer product in Nigeria and the philosophies behind the company’s decision to use sales promotion incentives.

It is important to note that there were limitations imposed by constrain variables, which includes: 

  1. Finance: Finance was a major constraint that hampered the study. This was due to the fact that the researcher has no source of financial support, besides his parents and relatives. To this end the researcher had difficulty in coping with the financial demands of the study.
  2. Time: This is another very big or major constraining variable that limited the study. This was due to the fact that the study was carried out at the peak of lectures and other academic activities consequently; the researcher had difficulties in meeting up appointments with respondents.
  3. UNCOOPERATIVE ATTITUDE OF RESPONDENTS: This was another constraint to the study. Most of the respondents more importantly employees of the case organization were not easily convinced to co-operate and release valuable data that could help me carry out the study.

 

1.7 BRIEF HISTORY OF UNILEVER NIGERIA PLC

The name lever brothers refers to William Lever and James Lever. They are two brothers of the same parents. William lever was born at Bolton in England on the 19th of September 1856 while the date of birth of the late James lever could not be ascertained by the researcher.  

Both brothers (William and James) formed the company in 1881 and move up to port sunlight in 1889. They also visited some places of interest like Solomon’s Islands, pacific Ocean, Congo and even British West Africa in Search of raw materials.

In 1920, lever Brothers, purchased they Royal Niger Company for 8m (8million pound Sterling). The aim was to facilitate the quest for raw materials. In 1929, there was the formation of Unilever by merging Margarine Union which involved Dutch Margarine makes throughout Europe.

Lever Brother came to Nigeria towards the end of 1923 and subsequence founded their company in 1924. In 1929, it opened as West Africa Soap Company.

In 1954, there was the formation of Van Dean Berghs which was declare open by Lady Kofi Abayomi this became their subsidiary company in 1957, the branch was extended to Aba now in Abia state.

 

1.8 DEFINITION OF TERMS

  1. Sales promotion according to Evans and Berman (1990:457) those Marketing Communication activities, other than personal selling, advertising, public relation that stimulate consumer purchases.
  2. Detergent: Is defined a substance that removes dirt, or as a chemical substance used for clearing especially clothing and dishes.

(i) Soap and Soapy Detergents: These includes house Soaps, toilet soaps, bar soap and so on.

(ii) Soapless detergent: This appears in form of powder, and liquid detergent meant in this research.

  1. Advertising: Is any paid form of non-personal presentation of idea, goods or services by an identified sponsor.
  2. Personal selling: Oral presentation is a conversation with one or more perspective purchasers for the purpose of making sales.
  3. Public relation: Is defined as a communication functions which evaluates public attitude, identities the policies and procedures of an individual or organization with the public interest, and execute a program of action to earn public understanding and acceptance.

PROJECT TOPIC :IMPACT OF SALES PROMOTION IN THE MARKETING OF CONSUMER PRODUCT IN NIGERIA (A CASE STUDY OF UNILEVER NIGERIA PLC ABA)

TO GET THE FULL PROJECT TOPIC AND MATERIAL DELIVERED TO YOUR INBOX OR DOWNLOAD INSTANTLY, PAY N5000 Via: BANK
BANKACCOUNT NAME
ACCOUNT NUMBER
DIAMOND BANK
FREEMANBIZ COMMUNICATION
007 031 2905
FIDELITY BANK
FREEMANBIZ COMMUNICATION
560 028 4107
GTBFREEMANBIZ COMMUNICATION013 772 5121
ZENITH BANK
FREEMANBIZ COMMUNICATION
101 326 3297
OR Pay Online with ATM
After Payment, you can use the chat app at the right hand side of your browser to download the material immediately or Text Name, Title of project paid for, your email address to 08060755653.FOR PAYPAL USERS OR INTERNATIONAL

Was the material helpful? Comment below. Need the material? Call 08060755653.