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PROJECT TOPIC:THE EFFECTS OF SALES PROMOTION ON CONSUMER BUYING DECISION

THE EFFECTS OF SALES PROMOTION ON CONSUMER BUYING DECISION

 

 

ABSTRACT

This research was under taken to elicit the effect of sales promotion on consumer buying decision using Coca-Cola Bottling Company as a case study. The main objective of this study is to know how sales promotion have helped in consumer buying decision and to also know it have succeeded in increasing the buying and drinking habit of Coca-Cola products. In this case the survey method was used in collecting data and this method permitted to survey the respondents at their own convenience, with questionnaire administered to them, it was found out the competition, free sample, sweep takes or demonstration were the effective tools in mobilizing and securing consumer active participation and interest in sales promotion on brand product and services conclusion one can say the form all our findings, competitive sales promotion do not move brand loyal to change their brand, sales promotional competition most especially sales promotion and sweep takes are goods marketing tool if the objective is to yield faster and measurable responses in sale of brand, product or service it was therefore recommended that as companies move from transaction oriented view of their customer to a  relationship building one companies have to develop strategies which will be aimed at keeping their customers to remain loyal probably through creating and sponsoring quality programmed games and so forth.

 

CHAPTER ONE

INTRODUCTION

1.1    BACKGROUND TO THE STUDY

          Sales promotion is one to the promotional mix variable which forms the basic of all marketing and promotional activities.

The rapid growth of sales promotion is due to the fact that product managers are faced with greater pressure to increase their current sales and sales promotion as viewer as an effective short-term sales tools. Again product manager faces more competition and competing brands are les differentiated increase, managers use sales promotion to differentiate their offer, more ever, sales promotion help to complement advertising efficiency which has been on decide as result of using cost media clutter and legal resents. It is used in combination with other promotional tools.

In other words, it is viewed as paling a secondary role to the major tools of advertising and personal selling.

 

THE EFFECTS OF SALES PROMOTION ON CONSUMER BUYING DECISION

 

1.2    STATEMENT OF PROBLEM

          The main concern of this study is to review the effect of a company sales promotions method on the sales of product in the market. Basically the main issue is to know the extent to which promotion efforts has led to increase in sales volume and profitability.

 

THE EFFECTS OF SALES PROMOTION ON CONSUMER BUYING DECISION

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