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
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