Effects Of Sales Promotion On Organization.

Abstract The business environment has become very competitive in the 21st century due to the growth in technology, infrastructure and access to information around the globe. This has made the environment very complex and consumer preferences keep changing because of the low switching cost in the market. Due to this increasing demand of consumers in the market, management of business organizations have to increase their resources with attention focused more on attracting and retaining its customers (Kotler, 2003).
The ever increasing competition in the global market has prompted organizations to be determined and ensure satisfaction of customer needs and wants more efficiently and effectively than ones competitors (Kotler, 1988).Sales promotion is an initiative undertaken by organizations to promote and increase sales, usage or trial of a product or services (Aderemi, 2003). Sales promotion refers to the provision of incentives to customers or to the distribution channel to stimulate demand for a product. It is an important component of an organizations overall marketing strategy along with advertising, public relations and personal selling. Sales promotion acts as a competitive weapon by providing an extra incentive for the target audience to purchase or support one brand over the other. It is particularly effective in spurring product trials and unplanned purchases (Aderemi, 2003).
Sales promotion is a marketing activity that adds to the basic value proposition behind a product (i.e. getting more for less) for a limited time in order to stimulate consumer purchasing, selling effectiveness or the effort of the sales force (Aderemi, 2003). Thisimplies that, sales promotion may be directed either at end consumer or at selling intermediaries such as retailers or sales crews.


CHAPTER ONE
INTRODUCTION
1.1Background information
1.2Statement of the problem
1.3Objectives of the study
1.4 Research Questions
1.5Justification
1.6 Scope of the study.
1.7 Limitations of the study


CHAPTER TWO
LITERATURE REVIEW
2.0Introduction
2.1Theoretical Review
2.3Critique of the existing literature 
2.4Summary
2.5 Research gaps


CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
3.1Research design 
3.2Population
3.6 Data collection procedure
3.7 Pilot test
3.8 Data processing and analysis


CHAPTER FOUR
RESEARCH FINDINGS AND DISCUSSION
4.1 Introduction


CHAPTER FIVE
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
REFERENCES

APPENDIX 1
APPENDIX II
QUESTIONNAIRE
APPENDIX III
WORK PLAN
APPENDIX IV

BUDGET