THE IMPACT OF PRODUCT DIFFERENTIATION STRATEGY ON SALES PERFORMANCE OF COMMUNICATION FIRM.
( A CASE STUDY OF GLO NIG. LTD)

 

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Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANKER SECURITY GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

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form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 2 HOURS

How to transfer from your bank account to All  Nigeriabanks

1. Access Bank:
—-*901#

2. EcoBank:
—-*326#

3. Fidelity Bank:
—-*770#

4. FCMB:
—-*389*214#

5. First Bank
—-*894#

6. GTB:
—-*737#

7. Heritage Bank:
—-*322*030#

8. Keystone Bank:
—-*322*082#

9. Sky Bank:
—-*389*076*1#

10. Stanbic IBTC:
—-*909#

11. Sterling Bank:
—-*822#

12. UBA:
—-*389*033*1#

13. Unity Bank:
—-*322*215#

14. Zenith Bank:
—-*966#

15. Diamond Bank
—-*710*555#

To know your BVN, dial
—-*565*0#.

E.g for First bank…   *894 *Amount *Acct. No. #

Please dail d code from d number u used to register d account from the bank

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ABSTRACT

The purpose of this study is to highlight the strategy on how different product enhance sales performance in communication industries especially (GLO NIG LTD) and the general public.

The most obvious problems of telecommunication service like GLO (NIG) LTD is how to provide effective service to the nation has been yearning for an improved telecommunication service for a long period of time; Also, the methodology adopted for this research includes the area of study, population, sample and sampling techniques, method of data collection, instrument used for the data collection, validation of the instrument data analysis and techniques. It is evidenced that GLO NIG LTD has implement product differentiation as a strategy to effectively achieve pre-determined objective of customer satisfaction on sales performance of communication firm (GLO NIG LTD).

After much consideration to the leads to operation of business and considering the environment forces came out with the following suggestions that will help to solve some of the obstacles the organization is facing.

TABLE OF CONTENT

CHAPTER ONE
1.0 Introduction…………………………………………………………………………….1
1.1 Background of the study…………………………………………………………… 2
1.2 Statement of the Problem……………………………………………………………2
1.3 Objectives of the study………………………………………………………………3
1.4 Statement of Hypothesis…………………………………………………………… 3
1.5 Significance of the study…………………………………………………………….4
1.6 Scope and limitations of the study…………………………………………………4
1.7 Brief History of Glo………………………………………………………………… 4-6
1.8 Definition of Terms…………………………………………………………………..6

CHAPTER TWO
2.0 Literature Review……………………………………………………………………7
2.1.0 Definition of Marketing Mix…………………………………………………………8
2.1.1 Product………………………………………………………………………………8-9
2.1.2 Price………………………………………………………………………………….9
2.1.3 Promotion……………………………………………………………………………9-11
2.1.4 Place…………………………………………………………………………………12
2.2 Conceptual Meaning of Product…………………………………………………..12
2.3 Classification of Product……………………………………………………………13-16
2.4 Stages in New product Development…………………………………………….16-17
2.5 Meaning of Product Strategies……………………………………………………18-29
2.6 Origin of Product Strategies………………………………………………………29-32
2.7 Product Differentiation Strategies………………………………………………32-34
2.8 Criticisms of Product Strategies……………………………………………… …34-35

CHAPTER THREE
3.0` Research Methodology…………………………………………………………36
3.1. Population Sampling Sizes …………………………………………..…………36..
3.2 Instruments use for collecting data …………………………………………….36
3.3 validation of Instrument ………………………………………………………….37.
3.4 Administrative of instrument …………………………………………………….37
3.5 Statistical Techniques used ……………………………………………………..37-38

CHAPTER FOUR
4.0 Data Presentation an Analysis…………………………………………………39-41
4.1 Proof of Hypothesis ………………………………………………………………43-46.
CHAPTER FIVE
5.0 Summary of Findings, Conclusion & Recommendation………………………….47
5.1 Summary of Findings…………………………………………………………….47
5.2 Conclusion…………………………………………………………………………47
5.3 Recommendations………………………………………………………………..47-49
Bibliography……………………………………………………………………….50-51
CHAPTER ONE
1.0 INTRODUCTION:
The World is fast becoming a global village and a necessary tool for this process is communication of which communication is a key player.
The development in the telecommunication industry all over the world is very rapid as one innovation replaces another in a matter of weeks. A major breakthrough is the wireless telephone system which comes in either fixed wireless telephone lines or the global system of mobile communication (GSM) communication without doubt is a major driver of any economy. Emerging trends in socio economic growth shows a high premium being placed on information and communication technology (ICT) by homes, organization and nations.
Nigeria is not left out in this race for rapid development as the nations economy has been subject to years of economic reversal via mismanagement and bad leadership. The Nigeria telecommunication sector was grossly underdeveloped before the sector was deregulated under the military regime of General Ibrahim Babagida in 1992 with the establishment of a regulatory body; the Nigeria Communication Commission (NCC). So far the NCC has issued various licenses to private communication operators this include (7) seven fixed telephone providers that have activated 90,000 lines; 45 Internet Service Providers with a customer of about 17,000. Several VSAT service providers are in operations and have improved financial intermediation by providing on-line banking services to bank in Nigeria. These licenses allowed Private Telephone Operators ( PTOs) to roll out both fixed wireless telephone lines and analogue mobile phones. The return of democracy in 1992 paved the way for the granting of GSM license to (3) three service providers: MTN NIGERIA, CELTEL WIRELESS NIGERIA AND NITEL PLC now TRANSCORP in 2001.

1.1 BACKGROUND OF THE STUDY:
The journey to success in Nigeria’s telecommunication industry has been long and tortuous facilities in Nigeria were first established in 1886 by the colonial administration. At independence in 1960, with a population of roughly 40 million people. The country only has about 18,724 phone lines for use. This translated to a tele density of about 0.5 telephone network consisted of 121 exchange of which 116 were of the manual (magneto) type and only 5 were automatic.

Between 1960 and 1985, the telecommunication sector consisted of the department of Post & Telecommunication ( P&T) in charge of internal network and a limited liability company, the Nigeria External Telecommunication NET Limited is responsible for the external telecommunications (Services) NET provides the gateway to the outside world. The installed switching capacity at the end of 1985 was about 20,000 lines as against the planned target of about 460,000. All the exchanges were analogue, telephone penetration remained poor equaling 1 telephone line to 440 inhabitants well below the target of 1 telephone to 100 inhabitants recommended by ITU for developing countries. The quality of services was largely unsatisfactory.

1.2 STATEMENT OF THE PROBLEM
The most obvious problems of telecommunication service like GLO (NIG) LTD is how to provide effective services to the nation has been yearning for an improved telecommunication services for a long period of time. In response to that, the Federal Government provided for the creation of a company that will function purely on commercial basis.

THE IMPACT OF SALES PROMOTION ON CUSTOMERS PATRONAGE (A SURVEY OF CUSTOMERS IN KADUNA NORTH LOCAL GOVERNMENT).

 

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Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANKER SECURITY GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 2 HOURS

How to transfer from your bank account to All  Nigeriabanks

1. Access Bank:
—-*901#

2. EcoBank:
—-*326#

3. Fidelity Bank:
—-*770#

4. FCMB:
—-*389*214#

5. First Bank
—-*894#

6. GTB:
—-*737#

7. Heritage Bank:
—-*322*030#

8. Keystone Bank:
—-*322*082#

9. Sky Bank:
—-*389*076*1#

10. Stanbic IBTC:
—-*909#

11. Sterling Bank:
—-*822#

12. UBA:
—-*389*033*1#

13. Unity Bank:
—-*322*215#

14. Zenith Bank:
—-*966#

15. Diamond Bank
—-*710*555#

To know your BVN, dial
—-*565*0#.

E.g for First bank…   *894 *Amount *Acct. No. #

Please dail d code from d number u used to register d account from the bank

CALL OKEKE CHIDI C ON :  08074466939,08063386834.

AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

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ABSTRACT

This research work titled “the impact of sales promotion on customers patronage (A survey of customers in Kaduna North local government).The objective of the study is identify the best promotional tools to use in carrying out sales promotion and drawing the attention of the customer and the ignorance of sales promotion by the dealers. The objective of the study is to find out if customers respond positively to sales promotion and to find out if sales promotion activities influences the patronage of a company’s product the researcher used questionnaire for data collection for the study and sample size of 50 out of the total population of 100. the findings of the study revealed that sales promotion activities influences the patronage of a company’s product and the promotional tools to use for creating awareness is the combination of different techniques. Lastly the study recommends that sales promotion activities should be carried out using different techniques and there is need for proper understanding of sales promotion.

TABLE OF CONTENTS

Title Page – – – – – – – – – i
Declaration – – – – – – – – ii
Dedication – – – – – – – – – iii
Approval Page- – – – – – – – – iv
Acknowledgement- – – – – – – – v
Abstract- – – – – – – – – – vi
Table of contents- – – – – – – – vii
CHAPTER ONE
INTRODUCTION
1.1 Background to the study – – – – – – 1
1.2 Statement of the problems- – – – – – – 2
1.3 Objective of the study- – – – – – – – 7
1.4 significance of the study – – – – – – – 8
1.5 research question- – – – – – – – 10
1.6 Scope of the study- – – – – – – – 10
1.7 limitation of the study- – – – – – – 11
1.8 Definition of terms- – – – – – – – 12
CHAPTER TWO
Literature Review
2.1 Introduction- – – – – – – – – 15
2.2 Historical perspective of research area – – – – – 15
2.3 The objective of sales promotion – – – – – – 16
2.4 Nature of sales promotion- – – – – – – 22
2.5 Sales promotion technique – – – – – – – 25
2.6 Evaluating and controlling of sales promotion- – – 30
2.7 Definition of sales promotion – – – – – 36
2.8 Summary of the chapter – – – – – – – 44
CHAPTER THREE
Research Methodology
3.1 Introduction – – – – – – – – – 47
3.2 Research design – – – – – – – – 47
3.3 Area of the study – – – – – – – – 48
3.4 Population of the study – – – – – – – 49
3.5 Sample size and sampling technique- – – – – 49
3.6 Instrument of data collection- – – – – – 50
3.7 Validation of instrument – – – – – – – 51
3.8 Reliability of data instrument- – – – – – 52
3.9 Method of data collection- – – – – – – 53
3.10 Method of data analysis- – – – – – – 53
CHAPTER FOUR
Data Presentation and Analysis

4.1 Introduction – – – – – – – – – 55
4.2 Characteristics of respondent – – – – – 55
4.3 Data presentation – – – – – – 58
4.4 Data analysis – – – – – – 59
4.5 Summary of finding – – – – – – — 63
4.6 Discussion of finding – – – – – – – – 64
CHAPTER FIVE
Summary, Conclusion and Recommendation
5.1 Summary – – – – – – – – – 66
5.2 Conclusion – – – – – – – – – 67
5.3 Recommendations – – – – – – – – 68
References – – – – – – – – – – 70
Appendix

CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY.
Sales promotion involves the marketing activities other than advertising, publicity or personal selling, that stimulate consumers’ purchase and dealer effectiveness. The success of any organization largely depends on customers’ patronage.

Before any product or service can be sold, the use of promotional technique and communication is very necessary for achieving the target objectives of that organization. The customers are very important in this present era, this is because without the consumers there will be no marketing and promotional activities of products for effective sales promotion, the consumers have to be aware of that product before it can be patronized for rapid sales.

Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product (i.e initiative that are not covered by the other elements of the marketing communications or promotional mix). Sales promotion are varied often, they are original and creative and hence a comprehensive list of all available techniques is virtually impossible (since organizational sales promotion are launched daily). There are some of the examples of popular sales promotion activities for examples-: tasting of food and drink at sampling points in supermarkets.

Discounted prices: the reduction in the price of a product within a short period of time. Competitions and prize draw, in Newspapers, Magazines, on the Television, Radio and Internet, sales promotion is growing rapidly in recent years because of the consumer behavior towards the patronizing of products and services.

The impact of sales promotion on customers patronage can be examined among the consumers of kaduna north local government which the survey would be focused on household product such as soup detergent, noodles, cosmetics and toothpaste which are produced by different manufactures and use different sales promotion techniques to market their products.

Sales promotion is a promotional tool directed towards awareness creation of a product and to make more sales, the attitude of a consumers towards patronized of company’s product is less effective because of ignorance of sales promotion. The medium used to pass the information regarding the products also constitute for the product to be known to consumer which leads to less patronage by the consumers, product that the are displayed in that market, the sales force make use of a particular technique which may not draw the attention of the consumer towards purchase.

Sales promotion stimulates trial, increase consumer demand or impure product availability, and the firm use it to stimulate consumer purchase or aid dealer effectiveness. Sales promotion when directed at consumers is used to obtain the trail of a product to introduce a new or improved product to encourage repeat or greater usage by current users.

When directed at sales people it innovates sales force, stabilize fluctuating sales pattern, it educates sales force about product improvement. And when directed at resellers, it increases resellers inventories, to improve product distribution to obtain display and other support for products.

1.2 STATEMENT OF THE PROBLEM
The problem faced in the marketing is lack of awareness of the product by the consumers. The consumer purchases product that are displayed in the market but there is no proper communication between the sellers and consumers. The dealers in that market buys products from sales men but lack knowledge of the product in the market the problem faced are:
i. lack of awareness of the products by the consumers
ii. placement of the products in the shops without carrying out sales promotion and not minding if the p

THE RELEVANCE OF SALES PROMOTION TO BUSINESS ORGANIZATIONS

 

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Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANKER SECURITY GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 2 HOURS

How to transfer from your bank account to All  Nigeriabanks

1. Access Bank:
—-*901#

2. EcoBank:
—-*326#

3. Fidelity Bank:
—-*770#

4. FCMB:
—-*389*214#

5. First Bank
—-*894#

6. GTB:
—-*737#

7. Heritage Bank:
—-*322*030#

8. Keystone Bank:
—-*322*082#

9. Sky Bank:
—-*389*076*1#

10. Stanbic IBTC:
—-*909#

11. Sterling Bank:
—-*822#

12. UBA:
—-*389*033*1#

13. Unity Bank:
—-*322*215#

14. Zenith Bank:
—-*966#

15. Diamond Bank
—-*710*555#

To know your BVN, dial
—-*565*0#.

E.g for First bank…   *894 *Amount *Acct. No. #

Please dail d code from d number u used to register d account from the bank

CALL OKEKE CHIDI C ON :  08074466939,08063386834.

AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

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MONEY BACK GUARANTEE

 

CHAPTER ONE
1.1 INTRODUCTION
The success of any business organization depends largely on consumer patronage. For any product or services of an organization to be suitable, it need to be communicated to the consumer. Not wit the product or services, are communicated to consumer, their existence cannot be recognized, hence patronage may not be realized.

Organization promote their good and service to the market and to the users of those product and service. They make use of a variety of promotional method, such as advertising personal selling publicity, of sales promotional such promotional tool may be use by any types of organization, whether commercial or non profit making, to communicate to, and persuade a target recipient or potential consumers that they should avail them suit to the product or service on offer.

Furthermore, A study of marketing communication, is therefore relevant to different types of organization, promotional activities are undertaking by commercial companies, trade association, government bodies, educational institutions, health advisory councils, political parties charities etc. it is an important area of study for the marketer, because of the large financial investment (expenditure) made in promotional activities. The advertising industry, in particular is a large and important sector in any western economy.

This industry is also showing signs of rapid growth in the lesser developed economies and in some socialist countries.

Modern marketing calls for modern firms to develop a good product, pricing it attractively and making it readily accessible to target consumer, this companies must design and create awareness about the existence, futures and forms how there will benefit the target market.

Sale promotion is one of the most important promotion tools in marketing of good and services, mutating communicate mix consist of the subject of marketing tools, that are primarily communicational in nature. They are tools normally classify under promotion, which is one of the controllable variable (which can called the promo tools) the promotional variables includes various forms of advertising, packaging, sale presentation, sale aids, (cataloques, trading stams premiums, free sample coupons) and publicity programme.

Consumer is regarded as a king in marketing concept so marketing activities today based on how best to satisfy the consumer the marketing effort of any company should base on how best to ensure that after development of a product presentation or an acceptable price, choice of a better promotional strategy which will involves much sales promotion to urge the consumer faster to the product. The sales promotion is an inducement for a consumer to buy.

Beside it, it is not mostly in a developing country like Nigeria. For a manufacturer to merely produce and that consumer will be aware of such product. The firm has to engage in promotional activities. And over the year some notable authors have regarded sales promotion as having played such role as:
– Stimulating a new user of a product.
– Encouraging more frequent use of a product
– Posting sales in a particular geographical area of region
– Encouraging the use of other goods.
– Appealing to special segment of market
– Attracting bargain hunting, non brand conscious buyer
– Encourage seasonal sale or stimulating off-peaks period sale security self space of a particular product
– Encouraging movement of slow selling line
– Off-setting price competition
– Assigning sale force presentation of their product because maturation and encouragement has been create.
– It enhances implus buying (implanted buying)
– Encouraging products and services improvement and development of new product or goods and services.

1.2 OBJECTIVES OF THE ESSAY
The main objective of this essay is met part of the requirement of the award of National Diploma in Business studies of Kaduna Polytechnic. The study is aimed also of achieving the following specific objecting.

1. To pin point the role and importance of sales promotion in the marketing of goods and services.
2. To examine the techniques of sales promotion
3. To highlight the procedure of controlling and evaluating the sales

THE ROLE OF ADVERTISING ON THE PERFORMANCE OF SALES OF BEVERAGES IN NIGERIAN BOTTLING COMPANY, KADUNA

 

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Note: our case study can be change to suit your desire location . we are here for your success.

                                   ORDER NOW

Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANKER SECURITY GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 2 HOURS

How to transfer from your bank account to All  Nigeriabanks

1. Access Bank:
—-*901#

2. EcoBank:
—-*326#

3. Fidelity Bank:
—-*770#

4. FCMB:
—-*389*214#

5. First Bank
—-*894#

6. GTB:
—-*737#

7. Heritage Bank:
—-*322*030#

8. Keystone Bank:
—-*322*082#

9. Sky Bank:
—-*389*076*1#

10. Stanbic IBTC:
—-*909#

11. Sterling Bank:
—-*822#

12. UBA:
—-*389*033*1#

13. Unity Bank:
—-*322*215#

14. Zenith Bank:
—-*966#

15. Diamond Bank
—-*710*555#

To know your BVN, dial
—-*565*0#.

E.g for First bank…   *894 *Amount *Acct. No. #

Please dail d code from d number u used to register d account from the bank

CALL OKEKE CHIDI C ON :  08074466939,08063386834.

AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

WE HAVE SECURITY IN OUR BUSINESS.   

MONEY BACK GUARANTEE

 

 

 

ABSTRACT
The study is to examine the role of advertising on the performance of sales of beverages with a particular reference to Nigerian Bottling Company, Kaduna. Most organizations are facing problem with selecting advertising as a medium to reach the consumer successfully. Selecting the right media to target the right customer is an essential step in advertising. Advertising plays a vital role in creating awareness, but many organizations lack understand the demographic, psychographic, cultural, technical, economic and political factors for choosing the right media. The objectives of the study are to examine the impact of advertising on the performance of sales of Beverages in an organization, to also find out the extent to which advertising can help to differentiate products of similar type in the market and to find out whether advertising brings inputs purchases. The researcher use primary and secondary source of data collection. Questionnaire was administered to the respondents to seek their opinion on the role of advertising. The findings reveal that advertising enhances the long-run survival of products of Nigerian Bottling Company. The study also reveals that advertising also enable organizations to compete freely in a business environment. It was recommended that Top management should be involved in the continuous evaluation and monitoring of advertising to ensure that the goals and objectives set are achieved and appropriate corrective actions are taken in the event of deficiencies and the company should harmonize all departments so as to realize the goals and objectives of advertising.

TABLE OF CONTENTS

CHAPTER ONE: Introduction
1.1 Background of the Study – – – – – – – 1
1.2 Statement of General Problem – – – – – – 3
1.3 Objectives of the study – – – – – – – 4
1.4 Research Questions- – – – – – – – 5
1.5 Significance of the Study – – – – – – – 5
1.6 Research Hypothesis – – – – – – – 6
1.7 Scope of the study – – – – – – – – 6
1.8 Limitation of the Study – – – – – – – 7
1.9 Definition of Terms- – – – – – – – 7

CHAPTER TWO: Literature Review
2.1 Introduction – – – – – – – – – 9
2.2 Background of Nigerian Bottling Company Plc Kaduna- 9
2.3 Concept of Advertising – – – – – – – 13
2.4 Scope of Advertising – – – – – – – 22
2.5 Mediums of Advertising- – – – – – – – 24
2.6 The Ethical Argument on Advertising – – – – – 31
2.7 Advertising and Similar Studies – – – – – 35
2.8 Economic Argument on Advertising – – – – – 40
2.9 Strengths And Weaknesses of Advertising – – – – – 43
2.10 The Role of Advertising in an NBC – – – – – 44

CHAPTER THREE: Research Methodology
3.1 Introduction – – – – – – – – – 47
3.2 Research Design – – – – – – – – 47
3.3 Population of the study – – – – – – – 47
3.4 Data Collection Instrument and Administration – – – 49
3.5 Instrument and Measurement – – – – – – 50
3.6 Methodology Problem – – – – – – – 51
3.7 Summary – – – – – – – – – 52

CHAPTER FOUR: Presentation and Analysis of Data
4.1 Introduction – – – – – – – – – 52
4.2 Data Presentation – – – – – – – – 52
4.3 Discussion of Result – – – – – – – 56
4.4 Test of Hypothesis – – – – – – – – 58
CHAPTER FIVE: Summary, Conclusion and Recommendations
5.1 Summary – – – – – – – – – 62
5.2 Conclusion – – – – – – – – – 63
5.3 Recommendations – – – – – – – – 64
References – – – – – – – – – 65
Appendix
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Advertising has become a part of our everyday life. However we are seeing many advertisements in TV, newspaper, magazine, radio, Internet etc. and we are affected by those advertisements consciously or unconsciously. Advertising is fascinating and provocative. Advertising creates customer awareness of the product and builds positive psychological associations that can enhance the buyer satisfaction (Wanoff, 1997). Consumer’s interest is provoked and sustained in the product. The purpose of advertising is to make potential buyers respond more favourably to the firm’s offering. Advertising provides information to customers creates and modifies their desires and provides reasons for preferring a particular product. Captivating and persuasive advertisements create wants through passive compulsion, which makes the consumers to buy the product. Advertising creates demand, and thereby, accelerates the growth in the gross domestic product. It also helps society by improving competition, lowering prices, encouraging more product choices, supporting the media and providing information. Advertising seems to go beyond merely selling products or ideas and can shape social trends and attitudes in powerful ways. However, advertising has been accused of harming society on the ground that it creates an unnecessary hype for the products and also manifests wants for superfluous products and services (Ammani, 2008)

 

The role of advertising in the sales of a Beverage Company in Nigeria cannot be underestimated, therefore, advertising is defined “as a tool which marketers use to communicate message to consumer, the general public and special public such as voters, and to the carriers of the messages like Televisions, Newspapers and magazines known as the media,. Unlike personal selling some sales promotion and public relations techniques advertising are in impersonal means of communication. It is an impersonal promotion to groups and paid for by an identified sponsor.
Advertising has grown in recent times due to relative increase in productivity and consequent changes in the uncontrollable marketing environment where corresponding changes in technology, socio-cultural pattern, economic venture and legal advancement also take place. It is not enough to produce and simply anticipate that consumers would become aware of the particular product, especially in a developing country like Nigeria. The producer has to engage in promotional activities. Robin Peterson asserts that advertising has played vital roles, which includes making consumers to be aware of existence of new products in the market, services or idea and the continued existence of old product that are already in the market. It will not be easy for the members of the public to be aware of these without advertising. It also informs and educates the people on how to make use of that particular product or service
Advertising also informs people where to obtain goods and services
It also improves the quality of goods and services. Lastly, advertising makes consumers increase the volume of their purchase.

 

In essence, advertising is among the various devices that designed to pull or push products through the market. And the resulted effect of the use of advertising is an increase in the sales volume as compared to the past records in which advertising were not used. Thus, advertising can be seen as a form of promotion/communication mix which greatly enhances the sales of a product.

1.2 Statement of General Problem
Most organizations are facing problem with selecting advertising as a medium to reach the consumer successfully. Selecting the right media to target the right customer is an essential step in advertising. Advertising plays a vital role in creating awareness, but many organizations lack understand the demographic, psychographic, cultural,

THE IMPACT OF PERSONAL SELLING ON THE SALES VOLUME OF AN ORGANISATION.
(A CASE STUDY OF UNILEVER NIGERIA PLC KADUNA)

 

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ABSTRACT

The project work deals with the impact of personal selling on the sales volume of an organisation and an attempt is made to have an insight into Unilever Nigeria Plc Kaduna branch. The study centers on finding out the extent which the tool has a positive effect on sales volume of the organisation. The personal selling effort is responded to favourably by the consumers and company distributors because salesmen can be more persuasive and are hard to dismiss. Thus, the medium was chosen because of its full acceptance and support in achieving company goals and objectives. Also salesmen can adapt to the various needs of their customers and can tailor their messages to diverse characteristics.

TABLE OF CONTENTS

CHAPTER ONE

• Introduction

1.1     Background of the Subject Matter

1.2     Historical Background of Unilever Nigeria Plc

1.3     Statement of General Problem

1.4     Hypothesis

1.5     Rationale for the study

1.6     Scope of the study

1.7     Limitation

CHAPTER TWO

2.0     Literature Review

2.1     Definition of Marketing and Consumer Market

2.2     Promotion Defined

2.3     Promotional Mix and Planning

2.4     Concept of Personal Selling

2.5     Nature and Importance of Personal Selling

2.6     The Personal Selling Process

2.7     Types of Salesmen

2.8     Functions of Salesmen

2.9     Training the Salesman and Problems Faced by Salesmen

 

CHAPTER THREE

3.0     Research Methodology

3.1     Research Method

3.2     Research Instruments/Tools used

3.3     Research Population and Sample Size

3.4     Sampling Procedure

3.5     Justifications for Samples Selection and Sample Size

3.6     Method of Data Analysis

 

CHAPTER FOUR

• Introduction

4.1     Presentation and Analysis of Research data

4.2     Discussion of Results

4.3     Proof of Hypothesis

4.4     Summary of new findings

 

CHAPTER FIVE

• Summary, Conclusion and Recommendations

5.1     Summary

5.2     Conclusion

5.3     Recommendations

Bibliography

Appendices I: Management Questionnaire

Appendices II: Customer Questionnaire

 

CHAPTER ONE

1.0     INTRODUCTION

Personal selling consist of individual, personal communication i.e. face to face communication of information from the seller to prospective buyer. Personal selling is person-to-person communication in which the receiver provides immediate feedback to the source message through words gestures, expressions e.t.c such instant feedback allows the source to make instantaneous changes in encoding to adopt message to the receiver i.e if a sales person detects that a prospective buyer dislikes the features or the price of a products he or she can stress the advantages and benefits of the product’s feature to justify the price or even show the customers some other products which may be substituted, supplementary or complementary. Unlike advertising, personal selling focuses on communication and encouraging exchange and it also provide the human touch that is lacking in advertising.

 

Personal selling enable marketers to tailor their presentation to fit the needs, wants, motives and behaviour of individuals customers to a particular sales approach, personal selling often results to particular purchase. The need for personal selling increases with the complexity of products and services for these reasons, manufacturer like to promote their goods and services through personal selling.

Personal selling is seen as an effective tool used by organizations to receive the desired response from its customers and prospects. Effective personal selling will include effective communication. Educating customers, problem solving, stimulating and or motivating and ultimately soliciting of favourable response. Personal selling has become necessary in today’s organizational operations due to the nature of the economy, which is becoming highly competitive. The effective implementation of personal selling may go a long way to assist organizations in achieving their overall sales objectives and goals.

 

1.1     BACKGROUND OF THE SUBJECT MATTER

Personal selling is simply to make a sale on individual’s basis. Sales person serves as the link between the selling and buying system. Today, sales persons are required to have more education and technical training than their predecessors. Sales people have many resources at their at their disposal and are better equipped to develop long term relationship with buyers. They are backed by a team of specialists, including market researchers, financial experts and engineers. Salesman of today they are very good diagnosticians of customers needs and they are also problems consultants who make well considered recommendations. They (sale people) are at home to all facets of a prospective customers business that will in any way relate to the goods and services to be sold.

 

• HISTORICAL BACKGROUND OF UNILEVER

Unilever is a company engaged in the manufacturing and marketing at detergents, soaps, creams, toothpaste, squash drinks, edible oil and fats, tea and coffee. Unilever Nigeria Plc formerly Lever Brother Nigeria Plc RC 113) was established in April 1923 as Lever Brother (West Africa). Limited in 1955. It changed to Lever Brothers Nigeria Plc in 1973 and subsequently to Unilever Nigeria Plc in 2000. Lipton of Nigeria limited was merged with the company on the 31^st of July 1985. In compliance with the Nigeria Enterprises promotion act of 1972, forty percent (40%) of the company equity capital was sold to Nigeria citizens and institutions by Unilever (common wealth holding Limited). This percentage was increased to 60% in 1978, spread over 31,000 individuals and institutional Nigerian share-holders. The balance of 40% is currently hold by Unilever (Common Wealth Holdings) Limited. The company started with the production of bar soaps using local palm oil, this has now extended to international brands such as Lux, Astral and Asepso soaps.

 

Also produced by Unilever Nigeria Plc are Omo and surf detergents, pepsodent and close-up tooth pastes and tree top squash drinks.

 

Aba factory built in 1957, producing detergents at Agbara is food factory which was commission in 1983 and Oregun, the latest after the merger of Unilever over seas with Lever Brother Nigeria Plc, where the manufacturing of personal products brands is consolidated.

Unilever is the oldest surviving manufacturing outfit in Nigeria today. The business as conceived by the founder Lord Lever Iulme, was basically to manufacture soaps over the years, however, it has diversified into the production and marketing of non-soap detergents, food and personal products. Unilever Nigeria Plc is a multi-local and multi-national company. Through selective acquisition and mergers, the company’s range of quality product has broadened with breath and depth. These include Omo, Lux, fresh Esteem, hair care range, Vaseline, blue band, Breadeen, Royco Lipton Yelow label tea etc.

 

A major restructuring of the company was effected early in 1998, for a more effective control and management, the post of chairman and managing director formerly held by an individuals was split, thus, on 1^st January 1998, Mr. Felix Ohiwere was appointed chairman and Mr. R.E Clanke become Vice chairman and chief Executive.

 

The company also changed from its individual structure to functional one. Unilever Nigeria Plc now has a functional director of corporate relations, personnel, logistics, finance, marketing and customer services and technical duties. The organizational structure, the company now runs makes it slimmer and fitter for the very Nigeria socio-economic operating environment.

The company remains a good, responsible and responsive corporate citizen that has the interest of the communities, public and stake-holders very much in their heart.

 

Quality is the company’s watchword and no effort is spared in ensuring every product that comes off the production line is high quality in accordance with international quantity standard. They also embark on sales promotion to market their product

 

1.3     STATEMENT OF GENERAL PROBLEM  

The current economic situation has forced most business organisations to sell and operate within a dynamic and competitive environment. This has made salesmen to e