CONSUMER PERCEPTION OF PRODUCT SALES PROMOTION

(A SURVEY OF CONSUMERS IN ENUGU METROPOLIS)

ABSTRACT

This study focused on the consumer perception of product sales promotion in Enugu metropolis the need for this study is to know whether sales promotion actually creates awareness for product. The following objectives one being set up by the research.

1)          To determine whether sales promotion affects consumers perception of product.

2)          To find out if consumer’s perception or product sales promotion influences their purchase decisions.

3)          To ascertain whether consumer perception of product include repeat purchase.

4)          To determine if consumer perception of product sales promotion affects their brand preferences.

5)          To find out if consumers perception of sales promotion build brand loyalty.

The researcher used survey method in carrying out this research. A sample size of 400 respondents was randomly selected from the population of the study. The finding of this work one: Sales promotion makes consumers perceive the product quality as being superior and its features as being attractive. It also make them perceive the product price as cheaper and affordable and the product readily available. Perception of sales promotion also affect the brand preference of some consumers. It makes few consumers brand loyal.

TABLE OF CONTENTS

Title page         -       -       -       -       -       -       -       -       -       i

Certification page     -       -       -       -       -       -       -       ii

Dedication       -       -       -       -       -       -       -       -       iii

Acknowledgement    -       -       -       -       -       -       -       iv

Abstract   -       -       -       -       -       -       -       -       -       v

Table of contents     -       -       -       -       -       -       -       vi

List of table      -       -       -       -       -       -       -       -       ix

CHAPTER ONE

INTRODUCTION      -       -       -       -       -       -       -       1

1.1      Background of the Study         -       -       -       -       -       1

1.2      Statement of problems     -       -       -       -       -       4

1.3      Objectives of the study     -       -       -       -       -       5

1.4      Research question/Hypothesis        -       -       -       -       6

1.5      Significance of the study -       -       -       -       -       8

1.6      Scope/Delimitation of the study      -       -       -       9

1.7      Definition of terms   -       -       -       -       -       -       9

CHAPTER TWO      

LITERATURE REVIEW   -       -       -       -       -       -       11

2.1      Meaning of sales promotion     -       -       -       -       11

2.2      Objectives of sales promotion -       -       -       -       13

2.3      Sales promotion target     -       -       -       -       -       17

2.4      Planning and designing sales -       -       -       -       29

2.5      Budgeting for sales promotion         -       -       -       -       33

2.6      Consumer perception      -       -       -       -       -       34

2.7      Perception and consumer behaviour       -       -       38

2.8      Impact of sales promotion on consumer

behaviour on consumer behaviour -       -       -       42

CHAPTER THREE

RESEARCH METHODOLOGY         -       -       -       -       -       45

3.1      Source of Data         -       -       -       -       -       -       -       45

3.2      Population of study          -       -       -       -       -       -       46

3.3      Sample Size determination      -       -       -       -       46

3.4      Sample techniques  -       -       -       -       -       -       47

3.5      Research instruments used     -       -       -       -       47

3.6      Questionnaire administration and response    -       48

3.7      Method of data treatment and analysis    -       -       51

3.8      Limitation of the study     -       -       -       -       -       52

 CHAPTER FOUR   

ANALYSIS AND INTERPRETATION OF DATA        -       -       54

4.1      Data analysis and interpretation     -       -       -       54

4.2      Test of Hypothesis   -       -       -       -       -       -       68

CHAPTER FIVE     

DISCUSSION OF FINDINGS, RECOMMENDATIONS AND CONCLUSION       -       -       -       -       -       -       -       -       74

5.1      Discussion of findings     -       -       -       -       -       74

5.2       Recommendations  -       -       -       -       -       -       75

5.3      Conclusion      -       -       -       -       -       -       -       77

Appendix         -       -       -       -       -       -       -       -       78

Questionnaire -       -       -       -       -       -       -       79

Bibliography    -       -       -       -       -       -       -       84

LIST OF TABLES

4.1      Administration of Questionnaires    -       -       -       54

4.2      Sex Distribution of Respondents     -       -       -       55

4.3      Age distribution of respondents       -       -       -       55

4.4      Marital distribution of respondents         -       -       -       56

4.5      Educational distribution of respondents -       -       56

4.6      Occupational distribution of respondents        -       -       57

4.7      Locational distribution of respondents    -       -       58

4.8      Responses to being regularly Exposed to product sales promotion affecting their consumer perception       -       59

4.9      Response of sales promotion affecting their consumer perception   -       -       -       -       -       -       -       -       60