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

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 1.1Background to the study  -       -      ----1 1.2Statement of the problems-------2   1.3Objective of the study--------7 1.4significance of the study -------8 1.5research question--------10 1.6Scope of the study--------10 1.7 limitation of the study-------11 1.8Definition of terms--------12
CHAPTER TWO Literature Review 2.1Introduction---------15 2.2Historical perspective of research area -----15 2.3The objective of sales promotion ------16 2.4Nature of sales promotion-------22 2.5Sales promotion technique -------25 2.6Evaluating and controlling of sales promotion---30 2.7Definition of sales promotion-----36 2.8Summary of the chapter -------44
CHAPTER THREE Research Methodology 3.1Introduction  -   --------47 3.2Research design  --------47 3.3Area of the study --------48 3.4Population of the study -------49 3.5Sample size and sampling technique-----49 3.6Instrument of data collection------50 3.7Validation of instrument -------51 3.8Reliability of data instrument------52 3.9Method of data collection-------53 3.10Method of data analysis-------53
CHAPTER FOUR Data Presentation and Analysis 4.1Introduction ---------55 4.2Characteristics of respondent-----55 4.3Data presentation ------58 4.4Data analysis ---   ---       59 4.5Summary of finding -----    ---  63 4.6Discussion of finding --------64
CHAPTER FIVE Summary, Conclusion and Recommendation 5.1Summary  ---------66 5.2Conclusion ---------67 5.3Recommendations  --------68 References ----------70 Appendix