PROMOTIONAL STRATEGY OF MR BIGGS KADUNA BRANCH AND ITS IMPACT ON SALES TURNOVER

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ABSTRACT
The study examines promotional strategies of Mr. Biggs Kaduna branch and its impact on sales. To this end the following research questions guided the study: To what extent are Mr. Biggs fast food outlets in Kaduna metropolis using promotional mix elements? What are the effects of promotional mix elements that is used Mr. Biggs fast food outlet in Kaduna metropolis on consumers purchasing decision making? What is the contribution and efforts of sales promotion in improving the sales of Mr. Biggs fast food outlets in Kaduna metropolis? What are the constraint militating against sales promotion in Mr. Biggs fast food outlets in Kaduna metropolis? The survey study design was utilize and the questionnaire constitute the instrument of data collection. The data obtained from the field were analyzed with the statistical mean scores and presented in a five likert table. The finding of the research indicates that Mr. Biggs fast food outlets in Kaduna metropolis use promotional elements periodically. The effect of promotional mix used in Mr. Biggs fast food outlets on consumers purchasing decision making are that promotional mix creates demand as such increase sales volume in Mr. Biggs. promotional mix is also persuasive which make people to buy even when they don’t need such goods, hence increase sales in Mr. Biggs Furthermore effective utilizati-on of promotional mix lead to a growth in sales volume in Mr. Biggs.

The contributions and efforts of sales promotion in improving the sales of fast food outlets in Kaduna metropolis are that Organization are compel to adhere to Promotional quality in order to make good sales. Sales Promotion also creates standard through competition and Sales Promotion creates awareness about product of Mr. Biggs. The constraints militating against sales promotion in Mr. Biggs fast food outlets in Kaduna metropolis are basically financial constraint and technical constraint. Based on the findings it was recommended that Mr. Biggs food should conduct Sales promotion directly and avoid the use of marketing consultants. This will help them to get a good grip of personal selling and effectively utilize it as a veritable tool of promotion.

CHAPTER ONE

INTRODUCTION

1.0 Introduction
The promotion is considered as a starting point, and the first step, the producers followed to communicate and contact with their customers, in both local and foreign markets alike, where it paves the road to another marketing efforts such as presentation of companies’ product, its features, specifications, distribution of the product, and what distinguishes it from other producers’ competing products in the target markets.
Sales promotion, a key ingredient in marketing campaigns; the need to promote a product, service or an idea cannot be over emphasized. Obi (2002) described sales promotion consists of the related promotional activities that are necessary to supplement personal selling. Some of these include distribution of sample products to customers, exhibitions, or demonstration of products at stores or trade fairs or shows and preparation of printed materials used by sales people or for point-of sale displays. A combination of the above variables defines a firm’s promotional programme that hopes to influence consumers to patronize and become loyal to the organizations offering.
Hence, promotion in marketing represents those tools that companies used to persuade their prospective consumers to buy their product or service. The determination of the most appropriate, effective, and influential promotional elements on the consumers’ purchasing decision making, which achieve the producers’ objectives may have a strong, important, and useful indications for both decision makers, and marketing planners in fast food firms such as Mr Biggs who are confronted with issue arising from competition from other numerous fast food firms in Kaduna.

1.1 Background of the Study

Promotion became an essential motivating factor in the area of marketing in any organization especially in fast food firms. The element in the promotional mix that is rapidly gaining additional recognition in most industries especially in the fast food industry in Nigeria is the sales promotion. It is not enough mostly in developing countries like Nigeria and particularly in fast food industry to merely trust that consumers will become aware of services. The firm has to engage in promotional activities. Over the year some notable author have regard sales promotion as having such roles as the development of small and medium scale enterprise such as eateries, besides, increasing sales which leads to the ability of competing for a large market share, producing companies has interested and make more attention to promotional activities. The promotion is considered as a starting point, and the first step, the producers followed to communicate and contact with their customers, in both local and foreign markets alike, where it paves the road to another marketing efforts such as presentation of companies’ product, its features, specifications, distribution of the product, and what distinguishes it from other producers’ competing products in the target markets.
This is so because it has been established by Nagar (2009) in literature that only consumers with repeat purchases are profitable. It is not every repeat purchase that is connected to consumer’s commitment of a brand.
However, consumer’s commitment is important for a repeat purchase. Therefore, business operators need to develop marketing program that will not only reinforce customer’s commitment but also encourage repeat purchases. A part of the functions of sales promotion is not only to reinforce commitment of consumers but to encourage repeat purchase. Sales promotion has effects on various aspects of consumer’s purchase decisions such as brand choice, purchase time, quantity, and brand switching. Thus, sales promotion becomes an integral part of the marketing strategy for reaching the target market and it is the responsibility of marketing managers to combine elements of promotional strategies, which is promotional mix into coordinated plans. Sales promotion efforts are directed at final consumers and designed to motivate, persuade, and remind them of the goods and receives that are offered.
Sales promotion which is a major force in marketing is widely adopted by beverage drink industries in Nigeria, but as Nigeria is witnessing an economic down turn, there is increase in prices of consumer goods that also lead to an increase in prices of products in fast food Firms.
The importance of the excessive promotion in a competitive market environment has generated a lot of interest in marketers and firms to develop numerous and comprehensive promotional approaches. The objective of this study therefore is to survey the extent to which sales promotional strategies affect the effectiveness of Mr Biggs Fast food.
Hence, the researcher intends to analyze the impact of sales promotion al mix elements on the choice of fast food outlet in Kaduna metropolis.