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THE EFFECTIVENESS OF SALES PROMOTION ON
BUYING BEHAVIOUR
(A CASE STUDY OF GLOBACOM NIGERIA LIMITED)
BY:
ADEMUYIWA ISLAMIAT ABIDEMI
MATRIC NO: 06/66MC023
A RESEARCH PROJECT SUBMITTED TO THE DEPARTMENT
OF BUSINESS ADMINISTRATION FACULTY OF BUSINESS
AND SOCIAL SCIENCES UNIVERSITY OF ILORIN ILORIN
!WARA STATE
IN PARTIAL FULFILLMENT OF THE RE"UIREMENTS FOR
THE AWARD OF BACHELOR OF SCIENCE DEGREE IN
BUSINESS ADMINISTRATION
JUNE 20#0
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CERTIFICATION
This project work has been read and approved as meeting the
requirements for the award of a Bachelor of Science degree, B.Sc (Hons
in Business !dministration of "acult# of Business and Social Sciences,
$niversit# of %lorin, &igeria.
'''''''''''' ''''''''..
r. ). *. *+$)% ate
-roject Supervisor
'''''''''''' ''''''''..
r. (/S S. +. !0% ateHead of epartment
'''''''''''' ''''''''..
-/*". !. ". !!0* ateean of "acult#
'''''''''''' ''''''''..
1ternal 1aminer ate
II
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DEDICATION
This research work is dedicated to !lmight# !llah whose glor#
is the essence of m# living and whose ever2lasting presence has
seen me through all m# struggles and that would usher me into m#
3od2given destin#.
III
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AC!NOWLEDGEMENTS
% am e1pressing m# profound gratitude and unaltered
appreciation to !lmight# !llah who made sure % finall# acquired m#
universit# education despite all odds.
# appreciation also goes to m# brilliant and admirable
supervisor r. ). *. *lujide, whose advice and suggestions proved
vital in the course of the research work.
oreover, % will like to appreciate the moral and financial
support given to me b# m# loving and caring parent r. and rs.
!demu#iwa, % sa# a ver# big TH!&4S to them.
!lso m# appreciation goes to r. (rs. S. +. !de#emi 5H.*.6,
r. ). *. !deoti, m# level adviser and other lecturers in the
department like r. . !. !remu, r. $. 3unu, r. ). !. Bamiduro, r.
/. !. 3bade#an, r. S. B. Babaita, r. %. B. 4adri, r. ). !. *ladipo,
r. *. !. %lesanmi. a# the !lmight# 3od be with them and reward
them abundantl#.
# sincere appreciation also goes to m# siblings rs.
ojeedat !bdulsalam, %dris !demu#iwa, %smaeel, /afiat, Taoreed,
7uadri, %#abode, Shakirat, oruf, orufat and others. % also need to
IV
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ABSTRACT
The depressed nature of &igerian econom# has weaken the
purchase power of consumers of products and goods and services.
The research surve# has criticall# e1amined the effect which sales
promotion has on 3lobacom &igeria +imited together with the
resultant effect on customers bu#ing behaviour and the level at
which customers tr# and adopt their packages.
The major tools use in collection of primar# and secondar#
data were the use of :;; administered questionnaires which was
distributed among e1ecutives of 3lobacom &igeria +imited, the
middlemen (wholesalers, retailers and distributors and the
consumers of the product. 9onsultation of previous materials on the
related research topic was also emplo#ed.
/esearch question and h#pothesis were equall# raised which
were anal#
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TABLE OF CONTENTS
PAGE
TITLE I
CERTIFICATION II
DEDICATION III
AC!NOWLEDGEMENT IV
ABSTRACT VI
TABLE OF CONTENTS VIII
CHAPTER ONE
INTRODUCTION
:.: Background of the Stud# :
:.> Statement of the -roblem ?
:.@ /esearch 7uestions A
:. *bjectives of the Stud# C
:.? Significance of the Stud# D
:.E Scope of the Stud# D
:.A efinition of Terms :;
VIII
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CHAPTER TWO
LITERATURE REVIEW
>.: &ature of Sales -romotion :?
>.> Sales -romotion objectives and uses :E
>.@ 3rowth of Sales -romotion :C
>.@.: 1ternal "actors :D
>.@.> %nternal "actors :D
>. Sales -romotion ethods and Tools >;
>..: Sales -romotion tools used b# /etailers >>
>..> Sales -romotion Techniques for &ew -roducts >
>..@ Sales -romotion Tools for stablished -roducts >A
>.. Sales -romotion ethods for /esellers >C
>.? ajor ecisions involved in Sales -romotion @;
>.?.: ajor ecisions involved in Sales -romotion @;
>.?.> Selection of a Sales -romotion Tools @:
>.?.@ evelopment of Sales -romotion programme @:
>.?. -re2Testing of the Sales -romotion programme @@
>.?.? %mplementation and control of the Sales -romotion
-rogramme @
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>.?.E valuation of the Sales -romotion /esults @
>.E +imitations of Sales -romotion /esults @?
>.A 9onsumer Bu#ing Behaviour @A
>.C ecision -rocess of a 9onsumer @C
>.C.: 9omple1 Bu#ing Behaviour ;
>.C.> issonance reducing bu#ing behaviour ;
>.C.@ Habitual Bu#ing Behaviour :
>.C. Fariet#2Seeking Bu#ing Behaviour :
>.D Stages of the Bu#ing ecision -rocess :
>.D.: -roblem /ecognition >
>.D.> %nformation Search @
>.D.@ valuation of !lternatives
>.D. -urchase ecision
>.D.? -ost2-urchase Behaviour E
>.:; "actors influencing consumer bu#ing behaviour E
>.:: ffect of Sales -romotion on Bu#ing Behaviour D
X
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CHAPTER THREE
RESEARCH METHODOLOGY
@.: %ntroduction ?>
@.> The Stud# -opulation ?>
@.@ Brief write2up on case stud#= 3+*B!9* &igeria +T ?@
@. Sampling si
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.E iscussion of /esults CE
CHAPTER FIVE
SUMMARY OF FINDINGS CONCLUSION AND
RECOMMENDATION
?.: %ntroduction CD
?.> Summar# of "indings CD
?.@ 9onclusion D:
?. /ecommendation D>
R$%$&$'$ *+
A,,$'-.: "$1.''.&$ *4
XII
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CHAPTER ONE
INTRODUCTION
#5# BAC!GROUND OF THE STUDY
!fter the advent of industrial revolution, machines were
introduced into the production s#stem to boost the production of
goods and services and this brought about large amount of
goods available for sales. %n this regard, consumers were
e1posed to variet# of products and were required to select the
product which will give them the optimum satisfaction the#
desired according to their needs.
9ompanies on the other hand were interested in boosting
their image, achieving high sales, ma1imi
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countries of the world has significantl# overwhelmed those on
advertising. This is not surprising when its inevitable role in
complementing other methods of product promotion in order to
achieve short term gains is considered. Sales promotion
involves gaining consumer lo#alt#, increase repeat purchase
and facilitate profit ma1imi;;>
submits that sales promotion can instigate a continuous
increase in sales in the long term if it has successfull# resulted
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in brand lo#alt#, repeat purchase and customer satisfaction in
short term.
Basicall#, promotion is an e1ercise that performs the role
of information, persuasion and influence to purchase certain
products. -romotion also affect the demand elasticit# of a
product, making the demand inelastic when the price increases
and elastic when the price decreases.
The main purpose of promotion is for effective and
efficient communication. Basicall#, the promotion e1ercise is
usuall# aimed at achieving the following=
2 !chieving high sales volume, which in turns affects the
contribution of profit ratio.
2 irecting and ensuring that product flow through the
appropriate channels till the products get to the final
consumers so that wants ma# be satisfied.
2 %dentification of markets and bu#ers motives that
enables want to be satisfied.
The objectives of promotion are as follows=
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growth if the promotional strategies are well planned and
implemented.
"inall#, marketers should constantl# evaluate promotional
effectiveness in terms of its abilit# to make clients or consumers
to respond more favourabl# towards the firmGs product than
the# would respond towards firmsG competitors. This is because
it would provide information about the effectiveness of
promotional activities on the management, emplo#ees, the
sales of the compan#Gs product and competitive advantage
relevant to most firms or companies producing and marketing
consumer products.
#52 STATEMENT OF THE PROBLEM
ajor e1ternal factors such as socio2economic, regulator#
and technological issues have shaped the structure of
communication service and also the nature of competition
within it. The &igerian telecommunication industr# cannot be
isolated from the list of industries where product promotion and
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incentives are wholl# adopted. The reason for this can be
associated with oligopolistic nature of the industr#. %n other
words, the major challenge of the telecommunication
companies in &igeria is how to be the choice of majorit# of the
over :; million interconnected &igerians.
However, man# promotion and sales incentives adopted
b# companies these da#s are so ineffective, dull and drear# that
the# bore the prospective consumer rather than instigate them.
Hence, the question that readil# comes to the minds are=
2 !re sales promotion activities a waste
2 o promotion incentive schemes reall# work
%f the# do, what is the e1tent of their efficac# and how do
the# affect purchase behaviour
However, considering the level of economic resources
committed to these promotional mi1 and programme, a good
business manager must weigh the cost of a promotion against
the e1pected increase in sales that will result from the
promotion rather than Ibu#ing salesJ at the cost of reduced
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profit i.e. carr# out a cost benefit of the promotion programme.
! sales promotion is onl# effective and appropriate if it can
instigate its target and it is possess a high degree of creativit#
and fle1ibilit#. *bviousl# since the aforestated applies to the
&igerian telecommunication sector, there is therefore a void to
fill b# carr#ing out this stud#.
#53 RESEARCH "UESTIONS
The following research questions relevant to the stud# are
raised=
2 How does sales promotion affect increase in sales and
to what e1tent
2 Khat are the factors that influence consumer lo#alt# of
a particular package
2 oes sales promotion have a short term impact rather
than long term impact on bu#ersG behaviour
2 Khat are the impacts sales promotion have on bu#ersG
behaviour
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#5 OBJECTIVES OF THE STUDY
The major objective of the stud# is to e1amine the
effective sales promotion plans in the &igerian
telecommunication industr# and evaluate its impact on bu#ing
behaviour using 3+*B!9* &igeria +imited as a case stud#.
The specific objectives of the stud# include=
2 To e1amine the impact of sales promotion on customer
awareness about the compan#Gs product or packages.
2 To determine whether sales promotion makes the
customers to maintain repeat purchase and have
product lo#alt#.
2 To identif# the problems associated with sales
promotion b# the compan#.
2 To e1amine the impact of sales promotion or bu#ing
behaviour and levels of satisfaction.
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#5+ SIGNIFICANCE OF THE STUDY
The significance of the stud# cannot be over2emphasi
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restricted to the $niversit# of %lorin and her immediate
environment.
Hence, the researcher has chosen to undertake this
research work to cover the period of >;;D and >;:;.
#54 DEFINITION OF TERMS
The following terms are defined as the# are used in this
stud#=
PROMOTION: -romotion keeps the products in the minds of
the customers and help stimulate demand for the product.
-romotion involves on2going advertising, sales promotion and
publicit#.
MAR!ETING: This is the wide range of activities involved in
making sure that the compan# is continuing to meet the needs
of their customers and getting value in return. arketing also
includes anal#
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or services and promoting them through continued advertising,
promotion, customer service and sales.
SALES: Sales includes various forms of activities. The# include
marketing prospective bu#ers (or leads in a market segment,
conve#ing the features, advantages and benefits of a product or
service to the lead and closing the sales (or coming to an
agreement on pa#ment and service.
ADVERTISING: This is bringing a product or service to the
attention of potential and current customers. %t is t#picall# done
with signs, brochures, commercials, direct mailing or email
messages, personal contacts e.t.c.
SALES PROMOTION: These are other activities other than
advertising, personal selling and publicit# that stimulate the
interest, trial and purchase b# final consumers or others in the
chain of distribution.
BUYING BEHAVIOUR: This is the decision process and acts of
final household consumers associated with evaluating bu#ing,
consuming and discarding products for personal consumption.
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CHAPTER TWO
LITERATURE REVIEW
There are two primar# means of preventing ideas, goods
or services to those who can use them. 0et there are two
additional promotional methods that when combined with
effective advertising and personal selling programmes reall#
add up to more than the parts. These methods are sales
promotion and public relations. !lmost, ever#bod# has a slight
idea of what public relations is but most people are a bit vague
about sales promotion.
So while sales promotion is a part of promotion, it is not
the same thing as promotion. Sales promotion is a broad label
that is applied to special kinds of sales accelerating activities
not necessaril# classified as advertising, personal selling of
publicit# and public relation. (/obert 3eorge Brown :DA.
Stanton (:DDA=DA on his part viewed sales promotion as
demand stimulating services designed to supplement
advertising and facilitate personal selling.
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4otler and 4eller (>;;;=?@ gave their own definition of
sales promotion as a ke# ingredient in marketing campaigns,
consists of a collection of incentive tools, most short term
designed to stimulate quicker or greater purchase of particular
products or service b# consumers or trade.
$merah (>;;>=:?> defined sales promotion as the
constellation of demand creating tactical weapons which is
devoid of e1ternal media usage but designed to beef up sales.
Sales promotion is the incentivisation of the customers or staff
in an attempt to enhance their positive actions towards
organiD that will best serve the purpose of the
stud# define Isales promotion as those activities other than
personal selling, advertising and publicit# that stimulate
consumer purchasing and dealer effectiveness such as displa#
show and e1hibition, demonstration and various non2recurrent
selling efforts not in an ordinar# routine.
13
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*de et al (>;;;=:@A defined sales promotion as an#
activit# undertaken to help promote the sales of a commodit#
especiall# from the producer, wholesalers and retailers to
encourage a consumer to bu#, this is known as Lselling inG while
a similar activit# undertaken b# the wholesaler or retailer to
make a consumer to bu# from the retail outlet is known as
Lselling outG.
)ohn ". +uck and Killiam +. Migler in their books ISales
promotion and merchandi
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market. -eople whose characteristics have been taken into
consideration such as incentives offered shall induce them to
purchase the product or spelling.
25# NATURE OF SALES PROMOTION
Sales promotion differs from advertising, publicit# and
personal selling, #et it has their combined characteristics. Sales
promotion can be differentiated from advertising as follow=
2 Sales promotion can be internall# formulated while
advertising relies upon outside agencies to e1ecute
and place them.
2 Sales promotion is rewarding while advertising is
designed to inform.
2 Sales promotion has a compelling and on the sport
effect while advertising has remote and dela#ed effect.
2 Sales promotion educates and heightens enthusiasms
through an arra# of promo2tools controlled b# the
compan#.
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2 %ntroduce a total number of users for an established
brand.
2 ncourage greater usage among current customers.
2 Bring more customers into retail stores.
2 Stabili
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"rom the foregoing, the sales promotion tools to be
emplo#ed depend on the set objectives to be achieved, for
e1ample a free sample stimulates consumersG trait while a free
management advisor# service promotes a long term
relationship with a retailer.
253 GROWTH OF SALES PROMOTION
! decade ago, the ratio of advertising to sales promotion
was about E;=; in man# consumer packaged goods. However,
for companies toda#, the trend has been reversed with sales
promotion grabbing as much as A;N of combined budget on
promotion. (-hilip 4otler, :DC>, -g. EE;. 1penditure of sales
promotion have also been on annual :>N increase compared
with an increment of A.EN annuall# in advertising. The
interesting scenario is e1pected to continue in the #ears ahead.
The rapid growth being e1perienced in sales promotion
programme especiall# in the consumer market can be classified
into two major categories i.e. internal and e1ternal
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2535# E7TERNAL FACTORS
!mong the e1ternal factors responsible for the growth of
the sales promotion in recent times include the following=
2 There has been a corresponding increase in the
number of brands of product. ost competitors use
sales promotion frequentl# these da#s.
2 There are man# brands that are at parit# with another.
2 !dvertising efficienc# has declined because of rising
costs, media clutter and legal restraints.
2 9onsumers are more deal2oriented.
2 The trade has demanded more deals from
manufacturers.
25352 INTERNAL FACTORS
The internal factors that account for the rapid growth of
sales promotion are as follows=
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2 There has been an increase in the number of product
managers that are qualified to use sales promotion
tools.
2 -roduct managers are under intense pressure to
increase their current sales.
2 -romotion is now more accepted b# the top
management as an effective sales tool.
25 SALES PROMOTION METHODS AND TOOLS
ost of sales promotion methods can be grouped into
three main categories8 consumer sales promotion, trade sales
promotion and business sales promotion.
CONSUMER SALES PROMOTION
This tool encourages or stimulates consumers to
patroni
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BUSINESS SALES PROMOTION
This technique is used b# companies to gather business
leads, impress and reward customers, and stimulate the sales
force to gather efforts. arketers take their time to consider
method or methods to use because the objectives of the
methods are of primar# concern.
Before the choice of sales promotion is made, marketers
must weigh both the product characteristics (si
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2 Sales promotion tools used b# retailers.
2 Sales promotion techniques for new products
2 Sales promotion methods for established products.
2 Sales promotion methods for retailers.
255# SALES PROMOTION TOOLS USED BY RETAILERS
The variet# of sales promotion methods that retailers
used falls into the broad categories= retail, coupons,
demonstrations, trade stamps and point of purchase displa#
(-ride and "errel :DA= ;C2:@.
RETAIL COUPONS
These are certificate which entitle the bearer to a stated
saving on the purchase of specific product. The# usuall# take
the form of Lkobo2offG coupons which are distributed through
advertising agents or handouts and are redeemable onl# at
specific success. The redemption rates var# with the mode of
distribution.
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9oupons can be effective in stimulating sales of mature
brand and inducing earl# trial of new brand. However,
competitive counter offer can significantl# reduce the
effectiveness of retail coupons, if their emphasis on price is
considered8 one is unsure whether retailer coupons develop
lo#alt# towards retailers.
DEMONSTRATION
emonstrations are e1cellent attention seekers. The# are
used b# the manufacturer on a temporar# basis either to
encourage trial2use and subsequent purchase of product or to
actuall# show how the product works.
TRADING STAMPS
/etailers use trading stamps to attract consumers to
specific stores. %n addition, the# can increase sales of specific
items b# giving e1tra stamps to purchasers of those items.
Stamps are attractive to consumers as long as the# do not drive
up the price of goods.
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POINT OF PURCHASE DISPLAYS
-oint of purchase materials includes such items as
outside signs, windows displa#, counter pieces, racks and self
service cartoon. These items attract attention, inform customers
and encourage retailers to carr# particular products.
2552 SALES PROMOTION TECHNI"UES FOR NEW
PRODUCTS
! number of sales promotion tools can be used to
promote new products. Some of the most common tools used
are free samples, coupons and mone# funds.
FREE SAMPLE
Samples are offers of a free amount of a product or
services using several modes of distribution door to door, sent
in the mail, picked up in store, found attached to another
product or features in an advertising offer.
arketers often use free samples for several reasons.
2 To stimulate trial of a product.
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2 To increase sales volume in the earl# stage of product
life c#cle.
2 To obtain desirable distribution.
Sampling is generall# the most effective technique to
introduce a new product especiall# when the features and
benefits (such as aroma and flavour cannot be full#
converged in advertising.
COUPONS
These are certificate entitling bearer to a stated saving on
the purchase of a specific product. The# can be mailed,
enclosed to other products or attached to them or inserted in
maga
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BUYING ALLOWANCES
! bu#ing allowance can be defined as a temporar# price
reduction to resellers (retailers for purchasing specified
quantities of a product. Such offers ma# provide an incentive to
handle a new product and achieve temporar# price reduction or
stimulate the purchase of an item in large normal quantities.
BUY BAC! ALLOWANCES
! bu#back allowance is a certain sum of mone# that is
given to a purchase for each unit bought after an initial deal is
over. %t is a secondar# incentive whereb# the total amount of
mone# that bu#ers can receive as proportional to their purchase
during the initial trade deal.
SALES CONTESTS
! sales contest is designed to motivate distributorsG
retailers and sales personnel b# recogni
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25+ MAJOR DECISIONS INVOLVED IN SALES
PROMOTION
The following are the major decisions companies
normall# take in embarking on sales promotion (-hilip 4otler,
:DC>=EEC2EAA.
25+5# MAJOR DECISIONS INVOLVED IN SALES
PROMOTION
There is need to state in clear terms the dims and
objectives of sales promotion. The market of interest will affect
the sales promotion objectives. %n this case, sales promotion for
consumers to purchase larger si
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25+52 SELECTION OF A SALES PROMOTION TOOLS
%n selecting sales promotion tools, careful consideration
should be given to the product characteristics, the market, the
market characteristics, sales promotion objectives and cost
effectiveness with sales promotion tools used for retailers, new
products, established products and resellers.
25+53 DEVELOPMENT OF SALES PROMOTION
PROGRAMME
The e1tra decision to be made is to define the full
promotion programme. This involves the accomplishment of
several tasks. These are=
i. Determine the size of the incentive to be offered: There
should be a method of determining incentives that is
necessar# for the success of the promotion. %f the
incentive is high, the sales response will be high but
the rate of response will diminish faster.
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ii. Establishing the condition of participation: There is
need to establish the group that will be given incentive.
"or e1ample people who provide correct answers to all
the questions of a contests.
iii. Determining the duration of the promotion: "or the
span of the promotion, there is need to ensure that this
period is neither too short not too long.
iv. Determining the mode of distribution: The method of
distribution of the product must be determined. This is
due to the fact that it will have impact on the cost, level
of reach and effectiveness of entire e1ercise.
v. Establishing the timing of promotion: Brand managers
develop calendar dates for the annuall# planned
promotion. Some promotion programmes are targeted
at festival periods, rain# season e.t.c.
vi. Determining the sales promotion budget: arketers
must determine the total sales promotion budget, this
can be done in two wa#s.
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• It can be built from the ground up where the
marketers choose their individual promotion and
estimate their total cost.
• The cost of a particular sales promotion consists of
the administrative cost (printing, mailing and
promoting the deal and the incentive cost (cost of
premium including redemption cost multiplied b!
the e"pected number of units that will be sold on
the deal.
25+5 PRE8TESTING OF THE SALES PROMOTION
PROGRAMME
!fter a thorough design of the sales promotion
programme, there is need to determine the appropriateness of
the sales promotion, optimum si
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different possible deals. !lso trial test can be run in limited
geographical location.
25+5+ IMPLEMENTATION AND CONTROL OF THE SALES
PROMOTION PROGRAMME
There is need to prepare the implementation and control
plans mechanisms for each individual promotion to cover the
lead time and the self2in2time.
The lead time is necessar# to prepare the programme
prior to launching it while sell2in2time begins with the launch and
ends when appro1imatel# D?N of the deal has been
accomplished.
erchandise is in the hands of consumers and it can take
one to several months depending on the deal duration.
25+56 EVALUATION OF THE SALES PROMOTION RESULTS
Sales promotion results are evaluated in order to
measure the effectiveness of the programme. The most
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common method used is to e1amine the sales data before,
during and after a promotion.
256 LIMITATION OF SALES PROMOTION RESULTS
Sales promotion activities have a marked capacit# to gain
the attention of customers, resellers and sales people and to re2
channel the activities towards the increased purchase and sale
of speciall# promoted items.
These efforts inform the customers dramaticall# that this
ma# be an opportunit# to bu# which ma# not come again. !lso,
this merchandise is special and has a low priced once in a
lifetime value, such appeals are infectious with some bu#ers
particularl# the deal2prone consumer, such consumer are often
fickle and wait onl# for the blandishment of the ne1t seller with
special promotion to switch their lo#alt# from the previousl#
promoted product to the new on in promotion.
Sales promotion must therefore be used judiciousl# and
sparingl#, some special promotional activities can be signed to
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bu#ers that the seller is eager to move the product. Too
frequent sales promotional activities ma# be used as a negative
signal that the product being pushed are inferior designed, over
priced e.t.c.
9ustomers can even be tired of sales promotion
programme if such programmes come too often.
3iven the above assertions, one can recogni
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customer attitude and can actuall# boost a
competitorGs product or otherwise alienated the firmGs
dealer outlets.
%F. -altr# sales promotion sometimes hurt the product
brand image.
254 CONSUMER BUYING BEHAVIOUR
The aim of marketing is to meet and satisf# target
customerGs need and wants. 9onsumer behaviour studies how
individual, groups and organi
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Bu#ing behaviour is the decision process and act of
people involved in the bu#ing and using products.
9onsumer bu#ing behaviour is the decision process and
acts of the final household consumers associated with
evaluating, bu#ing, consuming and discarding products for
personal consumption.
Belch and Belch (>;;A defines consumer behaviour as
the process and activities engaged in when searching for,
selecting, purchasing, using, evaluating and disposing of
product and service so as to satisf# their needs and desires.
259 DECISION PROCESS OF A CONSUMER
The decision process which individual go through in their
bid to make a purchase has to be brought about b# marking
production decision in the sales promotion activities.
"ive roles of bu#ing behaviour can distinguish the roles
that people might pla# in bu#ing decisions.
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2 INITIATOR: ! person who first suggest the idea of
bu#ing the product or service.
2 INFLUENCER: ! person whose views or advice
influences the decision.
2 DECIDER: ! person who decide in an# component of
bu#ing decision, whether to bu#, what to bu#, whom to
bu# from, or where to bu#.
2 BUYER: The person who makes the actual purchase.
2 USER: ! person who consumes or uses the product.
ore complicated purchasing will be desired need of
deliberation and e1cessive participation.
!SS!+ distinguished four t#pes of bu#ing decisions
based on bu#ing behaviour. This is shown in the diagram
below=
FOUR TYPES OF BUYING DECISIONS BEHAVIOUR
H.; I'
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S&$: M-.%.$- %&> H$'&@ A$= C'>$& B$;
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25953 HABITUAL BUYING BEHAVIOUR
This occurs under conditions of low consumer
involvement and little significant brand difference O consumers
have little in the product categor#, the# simpl# go to the store
and reach for a brand. %f consumers keep reaching for a
particular brand, it is out of habit rather than strong brand
lo#alt#.
2595 VARIETY8SEE!ING BUYING BEHAVIOUR
9onsumers undertake variet#2seeking bu#ing behaviour
in situations characteri
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stages. 9learl#, the bu#ing process states long before the
actual purchase and have consequence long afterward. These
are illustrated below.
F.1.' S$&;
E
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25*52 INFORMATION SEARCH
!roused consumer will be inclined to search for more
information. 9onsumer information sources fall into four groups.
These are=
2 P$&'= S&$: "amil#, friends, neighbour,
acquaintances.
2 C>>$&.= S&$: Sales promotion, advertising,
sales person dealers.
2 P=. S&$: ass media, consumer rating
organi
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25*53 EVALUATION OF ALTERNATIVES
This stage deals with the consumer which process
competitive brand information and makes a final value
judgement. Some basic concepts will help us understand
consumer evaluation process.
"irst, the consumer is tr#ing to satisf# a need. Secondl#,
consumer is looking for certain benefits from the product
solution. Thirdl#, consumers see each product as a bundle of
attributes with var#ing sought to satisf# their needs consumers
will pa# the most attention to attribute, the deliver, the sought
benefit.
25*5 PURCHASE DECISION
%n the evaluation stage, the consumer forms preferences
among the brand in choice set. The consumer ma# also form
an intention to bu# the most preferred brand. However, two
factors can interfere between the purchase intention and the
purchase decision.
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25*5+ POST PURCHASE BEHAVIOUR
-urchasing the product is not the end b# the e1perience
the consumer will have in the level of satisfaction or
dissatisfaction. The marketersG job do not end when the product
is bought but must monitor post purchase product users.
25#0 FACTORS INFLUENCING CONSUMER BUYING
BEHAVIOUR
The consumer bu#ing behaviour is influenced b# variet#
of factors which are cultural, social, personal and ps#chological
factors.
25#05# CULTURAL
This is the most fundamental determinant of a personGs
want and behaviour. The culture of individual e1pose him or
her to the following values, achievement, efficienc#, progress
and individualism. 9ulture is made of sub2culture that provides
more specific identification and sociali
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25#052 SOCIAL
Social classes are relativel# homogenous and enduring
divisions in a societ#, which are hierarchicall#, ordered and
whose member share similar values, interest and behavior. %t
does not reflect incomes alone but also other indicators such
as occupation, education and area of residence. The social
factors that affect consumer behaviour include reference
groups, famil# and social roles and status.
25#053 PERSONAL
The bu#erGs decision is also influenced b# the bu#erGs
personal characteristics. These include the bu#erGs age and
stage in the life c#cle, occupation, economic circumstances,
lifest#les and personalit# and self2concept.
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25#05 PSYCHOLOGICAL
The ps#chological factors affect the consumer bu#ing
behaviour which includes motivation, perception, learning,
beliefs and attitudes.
otivation arise from the ps#chological states of tension
such as hunger, thirst and discomfort.
-erception is another ps#chological factor which is seen
as the process of receiving, organi
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25## EFFECT OF SALES PROMOTION ON BUYING
BEHAVIOUR
$nderstanding sales promotion and bu#ing behaviour, will
give insight to the impact of sales promotion on bu#ing
behaviour of customers. ifferent organi
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Purchasing a product they did not need: !ccording to
-eter and )err# the# believed that bu#ersG behaviour can
influenced b# sales promotion to make them bu# products
the# do not reall# need at a particular time. This ma# be due
to the t#pe of sales promotion technique that was
undertaken b# the compan# which ma# capture the mind or
interest of the bu#er.
Purchasing a product they have never tried before: !lso,
to them sales promotion can make bu#ers to go for a
particular product or brand the# have never used before, as
a result of the sales promotion technique used b# the
compan# to create awareness for a new product or an
alread# e1isting products.
Purchasing a different brand than they regularly use:
Sales promotion of a compan# can instigate bu#ers to
purchase a different brand or product aside their regular
brand. Khen a compan# uses a sales promotion technique
that makes the bu#er to change their regular brand and go
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for a new brand, it can influence the bu#ing behaviour of
such a bu#er to continuall# go for the new brand.
Purchasing more than usual, sooner than usual and
later than usual: Sales promotion can make a bu#er to bu#
a product or package more than necessar# due to reduction
in price or other sales promotional activities. B# sooner than
usual, it means that sales promotion makes bu#er to bu# a
product when it is not needed or sooner than it is needed i.e.
a bu#er bu#s a product even before he needs it due to sales
promotion.
/esearch has it that changes in behaviour varies b# the
t#pe of product and the characteristics of the bu#er.
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CHAPTER THREE
RESEARCH METHODOLOGY
35# INTRODUCTION
%n this chapter, we shall deal with the methods b# which
information or data gathered for the research work are collected
and the mode of anal#?? in )une >;;D and more than ten thousand
wholesale and retail customers across the countr#.
3+*B!9* &igeria +imited also have over twent# five million
subscribers.
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The workforce, wholesale and retailer and the final
consumers in %lorin are the stud# population.
353 BRIEF WRITE8UP ON CASE STUDY: GLOBACOM
NIGERIA LIMITED
3+*B!9* &igeria started operation on !ugust >D,
>;;@ b# r. ike !denuga, who is the present chairman of the
compan#. 3+*B!9* was made known to the people through
marketing activities such as sales promotion and advertising.
The compan# has a reputation of one of the fastest
growing mobile service providers in the world and their aim is to
be recogni
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%n the first #ear of operation, 3+* *B%+ boasted of
about one million subscribers in over CA towns. This compan#
provides mobile networks, telecommunication services e.t.c.
The 9ellular &ews reports that 3+* *B%+ which was si1th
at the start of last #ear has apparentl# now overtaken T&
&%3/%! as the market leader occup#ing the forth place on the
lost of the largest mobile network operators in the region. 3+*
*B%+ now has over >? million subscribers in the last seven
#ears. This compan# also has the largest roaming coverage for
voice and data in the whole of !frica.
%n addition, the compan# has been a dominant pla#er in
the &igerian Telecommunication %ndustr# and has continued to
improve her product and services to attract consumer. The
compan# has also embarked on a lot of promotional strategies
to boost the sale of their products. The most recent sales
promotional strategies embarked upon b# 3+*B!9*
&%3/%! include 3+* talk points, 3+* :;; crash rate, 3+*
free night calls among other.
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35 SAMPLING SIE AND SAMPLING TECHNI"UE
To stud# the entire population is not alwa#s feasible due
to constraints such as time, cost and repetition of response
e.t.c. Hence, this research has been restricted to %lorin
metropolis and principal statistical judgemental selection was
applied to select :; e1ecutive officers from 3+*B!9*
branch in %lorin, >; wholesale and retail customers and A; final
consumers also from %lorin metropolis to bring the sampling si
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was designed and self administered to elicit information from
respondents.
The secondar# sources of data was obtained from related
research work carried out in the past, lecture notes, relevant
te1tbooks and various materials were also collected from the
3+*B!9* &igeria +imited outlets and website.
356 METHOD OF DATA ANALYSIS
The stud# emplo#s the use of various techniques in
anal#
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IaJ and IbJ are the regression coefficient known as the
intercept and slope (gradient respectivel#.
!nal#sis of variance (!&*F! is normall# used to test for
the significance of the regression model. !&*F! gives the
calculated "2value which shall be compared with the value
obtained from the statistical table at level of significance.
%f the calculated value is greater than the table value, we
reject the null h#pothesis (Ho and conclude that the model
significant, that is the independent variable R has a significant
impact on the dependent variable 0.
359 RESEARCH HYPOTHESIS
"rom the research questions, we can now deduce the
research h#pothesis.
:. Ho= Sales promotion has no significant impact on the
bu#ing behaviour.
>. Ho= Sales promotion does not lead on repeat purchase
and product lo#alt#.
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CHAPTER FOUR
50 PRESENTATION AND ANALYSIS OF DATA
%n this chapter, an attempt is made to present, anal#
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TABLE 5#A DISTRIBUTION OF RESPONSES ACCORDING
TO SE7
F&$$'@ P$&$'1 V=.-P$&$'1
C>=1.
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TABLE 5#B DISTRIBUTION OF RESPONSES ACCORDING
TO AGE
F&$$'@ P$&$'1 V=.-P$&$'1
C>=1.?2@E#ears and the other :;N
are between the age of @E #ears and above.
TABLE 5#C DISTRIBUTION OF RESPONSES ACCORDING
TO MARITAL STATUS
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F&$$'@ P$&$'1 V=.-P$&$'1
C>=1.
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TABLE 5#E DISTRIBUTION OF RESPONSES SHOWING
THE POSITION IN THE COMPANY
F&$$'@ P$&$'1 V=.-P$&$'1
C>=1.=1.
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S=$P&>1.'
6 6050 6050 #0050
T1= #0 #0050 #0050
S&$: F.$=- S&
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W$$=@ 3 3050 3050 9050
D.=@ 2 2050 2050 #0050
T1= #0 #0050 #0050
S&$: F.$=- S&=$ 6 3050 3050 #0050T1= #0 #0050 #0050
S&$: F.$=- S&
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"rom the table above, it shows that A;N of the
respondents are male while the other @;N are female.
TABLE 52B DISTRIBUTION OF RESPONSES ACCORDING
TO THE TYPE OF MIDDLEMEN
F&$$'@ P$&$'1 V=.-P$&$'1
C>=1.
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F&$$'@ P$&$'1 V=.-P$&$'1
C>=1.;N of them are married and A.:N goes to others.
TABLE 53C DISTRIBUTION OF RESPONSES ACCORDING
TO EDUCATIONAL LEVEL
F&$$'@ P$&$'1 V=.-P$&$'1
C>=1.
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TABLE 53D DISTRIBUTION OF RESPONSES ACCORDING
TO AGE
F&$$'@ P$&$'1 V=.-P$&$'1
C>=1..DN are between the age
of E#ears and above.
5 FRE"UENCY TABLE FOR OTHER "UESTIONS
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TABLE 5A DISTRIBUTION OF RESPONSES ON
WHETHER SALES PROMOTION AFFECTS PURCHASE
DECISION
F&$$'@ P$&$'1 V=.-P$&$'1
C>=1.
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P$&$'1 P$&$'1
SA 20 2050 2050 2050
A +2 +250 +250 4250
I 2 250 250 450
D #* #*50 #*50 *350SD 4 450 450 #0050
T1= #00 #0050 #0050
S&$: F.$=- S&;N of the respondents Strongl#
!gree that the customers respond well to sales promotion when
there is increase in price and ?>N !gree to the question, >N of
the respondents went for indifference, :DN of them isagreed
with the question while the other AN Strongl# isagree that
customers respond well to sales promotion when there is
increase in price.
TABLE 5C DISTRIBUTION OF RESPONSES ON
WHETHER SALES PROMOTION BY GLO ENCOURAGES
CUSTOMERS TO ADOPT THEIR PAC!AGES
F&$$'@ P$&$'1 V=.-
P$&$'1
C>=1.
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SD + +50 +50 #0050
T1= #00 #0050 #0050
S&$: F.$=- S&>N of
the respondents Strongl# !gree (S! that sales promotion b#
3+* encourages customers to adopt their packages, ?>N of
the respondents !greed (! with the notion, :?N of them went
for indifference (% and EN of the respondents isagreed (,
while the either ?N of them Strongl# isagreed (S that sales
promotion b# 3+* encourages customers to adopt their
packages.
TABLE 5D DISTRIBUTION OF RESPONSES ON
WHETHER SALES PROMOTION HAS IMPACT ON BUYING
BEHAVIOUR
F&$$'@ P$&$'1 V=.-P$&$'1
C>=1.
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T1= #00 #0050 #0050
S&$: F.$=- S&
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awareness of packages, >N of the respondents agreed, N of
them were indifferent, ?N of the respondents disagreed and the
other :N strongl# disagreed.
TABLE 5F DISTRIBUTION OF RESPONSES ON WHETHER
SALES PROMOTION ACTS AS A "UIC!ER MEANS OF
INFORMING PEOPLE ABOUT PAC!AGES
F&$$'@ P$&$'1 V=.-
P$&$'1
C>=1.
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TABLE 5G DISTRIBUTIONS OF RESPONSES ON
WHETHER SALES PROMOTION HAS A SHORT TERM
IMPACT RATHER THAN LONG TERM IMPACT
F&$$'@ P$&$'1 V=.-P$&$'1
C>=1.
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LOW IMPRESSION ON THE STANDARD OF THE PAC!AGE
OR PRODUCT5
F&$$'@ P$&$'1 V=.-P$&$'1
C>=1.=1.
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D #2 #250 #250 *+50
SD + +50 +50 #0050
T1= #00 #0050 #0050
S&$: F.$=- S&?N of
the respondents Strongl# !greed (S! that sales promotion
helps to maintain brand lo#alt#, ?N of them also !greed (!,
:@N of them chose %ndifferent (%, :>N of the respondents
isagreed, and the other ?N of them Strongl# isagreed.
TABLE 5J DISTRIBUTION OF RESPONSES ON WHETHER
SALES PROMOTION HELPS TO INCREASE PATRONAGE
F&$$'@ P$&$'1 V=.-P$&$'1
C>=1.
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The table above shows that ;N and @N of the
respondents went for Strongl# !gree and !gree respectivel#,
while ::N went for %ndifferent, the other N and >N of the
respondents isagreed and Strongl# isagreed.
5+ TEST OF HYPOTHESIS
This section aims at testing the h#pothesis formulated,
these h#pothesis were formulated to test the relationship
between the dependent and independent variables in order to
accept or reject the tentative h#pothesis to these h#potheses,
regression method was used.
H@,1;$. I:
H: Sales promotion has no significant impact on bu#ing
behaviour.
PROOF OF HYPOTHESIS
REGRESSION ANALYSIS
# M-$= S>>&@
odel / /2Square !djusted Std. rror
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/2 square of theestimate
: ?@?a >CE >AD CC;
a. -redictors= (9onstant. Sales -romotion
ANOVA
odel Sum of squares
df eanSquare
" ". Table
: /egression @;.@?C : @;.@?C @D.>@@ @.D@C
/esidual A?.C@> DC AA
Total :;E.:D; DD
a. -redictors= (9onstant, Sales -romotion
b. ependent variable= Bu#ing Behaviour
C$%%..$'1
M-$=
#5 (C'1'1)
U'1'-&-.G$-C$%%..$'1
S1'-&-.G$-C$%%..$'1
B
#5**
S1-5 E&&&
532+
B$1 1
+5**+
S.:
5000
S=$ P&>1.' 59* 5049 6526 50005+3+
a. ependent Fariable= Bu#ing Behaviour
%n answering the above null h#pothesis, a regression
anal#sis was carried out. The results of the anal#sis were
shown in Tables :(a, :(b and :(c.
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Table :(a gives the /2square value of ;.>CE (>C.EN.
The /2square is also known as coefficient of determination8 it
measures the variabilit# (in percentage in bu#ing behaviour
that is being e1plained b# the sales promotion.
Table :(b gives the !nal#sis of Fariance (!&*F! table,
from the table, the calculated value is "P@D.>@@ with : and DC
degree of freedom. The value obtained from the statistical table
is @.D@C. Since the calculated value (@D.>@@ is greater than the
table value (@.D@C, we reject the null h#pothesis (Ho and
conclude that sales promotion has a significant impact on
bu#ing behaviour.
Table :(c gives the regression coefficient which shows
the contribution of the sales promotion of the bu#ing behaviour,
from the table, the coefficient of sales promotion is ;.CD which
implies that sales promotion has a positive impact on the
bu#ing behaviour.
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H@,1;$. T? (II):
H: Sales promotion does not lead repeat purchase and
product lo#alt#.
2 M-$= S>>&@
odel / /2Square !djusted/2 square
Std. rror of the
estimate
: Da > >@E .D?:
a. -redictors= (9onstant, Sales -romotion
2 ANOVA
odel Sum of squares
d.f eanSquare
" TableFalue
: /egression >C.??A : >C.??A @:.?CE @.D@C
/esidual CC.E;@ DC .D;
Total ::A.E; DD
a. -redictors= (9onstant, Sales -romotion
b. ependent variable= /epeat purchase product
2 C$%%..$'1
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M-$=
#5 (C'1'1)
U'1'-&-.G$-C$%%..$'1
S1'-&-.G$-C$%%..$'1
B
#5949
S1-5 E&&&
53+#
B$1 1
+53+
S.:
5000
S=$ P&>1.' 54 509 +5620 50005*
a. ependent Fariable= /epeat -urchase -roduct +o#alt#
The results of the anal#sis of the second h#pothesis were
shown in table >(a, >(b and >(c respectivel#.
Table >(a gives the /2square value of ;.> (>.N.
Table >b gives the anal#sis variance table, from the table, the
calculated is "P@:.?CE with : and DC degree of freedom. The
value obtained from the statistical table is @.D@C. Since the
calculated value @:.?CE is greater than the table value @.D@C,
we reject the null h#pothesis (Ho and conclude that sales
promotion leads to repeat purchase and product lo#alt#.
Table >c gives the regression coefficient which shows the
contribution of the sales promotion on repeat purchase and
product lo#alt#. "rom the table, the coefficient of sales
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promotion is ;.A which implies that sales promotion has a
positive effect on repeat purchase and product lo#alt#.
56 DISCUSSION OF RESULTS
Sales promotion is an e1ercise that performs the role of
information, persuasion and influence the purchase of certain
products (like Brian Stenthal 9o. :DA@, Samuel 9raig
ennis 9hase, :DC@.
eanwhile promotion also affects the demand elasticit# of
the packages of 3+*B!9* &igeria +imited making the
demand for their packages elastic, this has been ascertained
from the responses of respondents through the series of
questionnaires administered.
The anal#sis table revealed that there were more male in
the staffs of the compan#, and there are more male in the
middlemen and also more male among the customers. This
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revealed that there were more male among the respondents
than female.
%t was equall# confirmed that the age of majorit# of the
staffs fall within >?2@E#ears age bracket while the majorit# of
the consumersG falls within the age of :E2>?#ears.
!nal#sis also revealed that sales promotion activities
affects the purchase decision of customers which was shown in
their records of sales turnover8 customers presentl# using their
packages.
%t was equall# revealed that sales promotion acts as a
quicker means of informing people about their packages with
@@N and ?N of the respondent who strongl# agree and agree
to this statement.
!nother major occurrence noticed was that sales
promotion has a short term impact rather than long term impact
on customers. This signifies that sales promotion is used for the
short2run.
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%t was also revealed that frequent sales promotion often
gives a low impression on the standard of the package with
:DN and ?:N of the respondents who strongl# agree and
agree to this statement. This statement too much sales
promotion on a package often shows the inferiorit# of the
package and the customers might feel the product is not of
good qualit#.
eanwhile, it was also revealed that sales promotion b#
3+*B!9* &igeria encourages customers to adopt their
packages, which signifies that sales promotion is good wa# of
persuading customers to bu# their packages.
+astl#, it was revealed that sales promotion is a good tool
in creating the awareness of packages or products.
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CHAPTER FIVE
SUMMARY OF FINDINGS RECOMMENDATION AND
CONCLUSION
+5# INTRODUCTION
This chapter is intended to present a brief summar# of the
major findings of this stud#, draw conclusions and provide some
recommendations for the improvement of efficienc# and
effectiveness of an# sales promotion programme.
+52 SUMMARY OF FINDINGS
This research is summari
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overall increase in volume of sales of the compan#, if
the compan# e1ercise ma1imum credibilit# in its
activities.
%%. Sales promotion are not alwa#s emplo#ed in isolation,
more often than not, organi
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promotion, it shows the inferiorit# of the
packages.
b. Sales promotion has a short term impact on
customers and cannot be run for the purpose of
long term.
%n selecting sales promotion tools, careful consideration
should be given to the product characteristics, market
characteristics, sales promotion objectives and cost
effectiveness of each tools. %f these could be given priorit#
consideration, sales promotion would surel# achieve its
objectives of increasing bu#ing behaviour of customers for a
particular product or package and consequentl# increase its
profitabilit#.
+53 CONCLUSION
Based on the findings of this stud#, it was concluded that
sales promotion is ver# important in an# organi
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9onsequentl#, it becomes ver# necessar# for organi
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Based on the findings of this stud#, the following are
strongl# recommended.
%. The management of 3+*B!9* &igeria +imited
should tr# and improve the qualit# of sales promotional
activities, through incentives.
%%. -romotional e1ercise should be more of rewards in
order to guarantee customer lo#alt# since an#one who
wins in a promotional e1ercise would feel that he has
gained from his or her continuous of 3+* packages
thereb# making him to enjo# continuous patronage.
%%%. The compan# should introduce other incentives which
serve as below the line promotion such as ke#holders,
caps, pens, books, bags, e.t.c. that carr# the
compan#Gs name. This will alwa#s remind the
customers of the compan#Gs packages.
%F. 9reation of awareness and mass promotional activities
should alwa#s be embarked upon in order to maintain
and win more market for all 3+*B!9* packages.
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F. /elationship between management and distributors
should be enhanced. The# should be ever read# to
receive and deal with complaints intelligentl#.
F%. The sales promotion activities should be monitored. %n
order to carr# out this activit# effectivel#, 3+*B!9*
&igeria +imited should la# more emphasis on the sales
promotion in a competitive situation.
F%%. The management should also accept suggestions from
dealers or distributors and sales force on the best
period to use sales promotion to increase sales
turnover and profit contribution.
F%%%. 9onsideration should not onl# be accorded to sales
promotion but that proper organi
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REFERENCES
!braham, . . and +odish, +. . (:DD; I3etting the most out
of advertising and promotion. Harvard Business /eview Fol.
:, &o >;.
!luko, . !. (:DDD= Seminar &ote on /esearch -roject
!= arketing, Blackwell -ublishers, *1ford, $4.
3iles, 3. B. (:DD?= arketing, -rentice Hall, c3raw Hill, &ew
0ork
Harvard Business /eview Fol. :E, &o. :.
92
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). -aul -eter and )err#, 9. *lson (:DDD= 9onsumer Behaviour
and arketing Strategies ("ifth dition
)ones, ). -. (:DD;= IThe double jeopard# of sales promotionJ.
4otler, -. (>;;E= arketing anagement, -earson ducation,
elhi, %ndia.
-arag iwan (>;;?= arketing anagement
-erreault, K. . and c9arth#, . ). (>;;E= Basic arketing,
c3raw Hill %rvin &ew 0ork, $S!.
-ride, K. and "errel, *. 9. (:DDC= arketing, Houghton ifflin
T1.
/un#on, 4. . (:DC= !dvertising, 9. . erit -ublishers, $S!.
http=www.google.com
93
http://www.google.com/http://www.google.com/
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APPENDI7
"acult# of Business and Social Science,
epartment of Business !dministration,
$niversit# of %lorin,
-..B :?:?,
%lorin, 4wara State.
ear Sir a,
RE"UEST FOR RESPONSE TO RESEARCH TOPIC:
EFFECTIVENESS OF SALES PROMOTION ON BUYING BEHAVIOUR
A CASE STUDY OF GLOBACOM NIGERIA LIMITED% am undertaking a research stud# in the above topic, using
3lobacom &igeria +imited as m# case stud#.
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The questionnaire is purel# for research purpose and all
information given shall be used for that purpose onl#. Therefore ma1imum
cooperation from the respondents will be highl# appreciated.
Thanks
0ours faithfull#,
ADEMUYIWA A5 I5
"$1.''.&$ %& E$1. N.$&. L.>.1$-
P=$$ '?$& 1;$ %==?.' $1.' .'$&$=@5 T;$
.'%&>1.' 1;$&$- ?.== $ 1&$1$- '%.-$'1.==@
INSTRUCTION: T. ,,&,&.1$
SECTION A
#. Se1 = "emale U V ale U V
>. !ge group= :E O >? U V >E O @E U V
@A O E U V A O ?E U V ?E and above U V
95
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$. arital status= Single U V married U V
*thers U V
%. How long have #ou been working with the compan# +ess
than ? #ears U V E O :;#ears U V
:: O :?#ears U V :E O >; #ears U V
above >:#ears U V
&. Khat is #our present position in the compan# Sales manager U V sales representative U V marketing manager
U V field specialist U V'. Khich of these methods of communication does #our
compan# make use of !dvertisement U V sales
promotion U V personal selling U V
. How often does #our compan# monitor customerGs reaction to
#our sales promotion 0earl#U V quarterl# U V
monthl# U V Keekl# U V dail# U V
). SECTION B
NB: *trongl! agree + * gree + Indifference + I
Disagree + D strongl! disagree -*D
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. o #ou agree that u have succeeded in projecting #our
compan# image through sales promotion S! U V ! U V
% U V U V S U V
/. o #ou agree that #our sales promotion has brought about anincrease in the awareness of the e1istence
of 3+* packages S! U V ! U V % U V
U V S U V
#0. o #ou agree that #our sales promotion has an impact on thebu#ing behavior of customers
S! U V ! U V % U V U V S U V
##. o #ou agree that #our customers respond well to #our sales
promotion when there is increase in price S! U V ! U V % U
V U V S U V
#$. o #ou agree that sales promotion acts as a quicker meansof informing customers about #our package
S! U V ! U V % U V U V S U
V
#%. o #ou agree that sales promotion often have a short termimpact rather than long term impact on customers
S! U V ! U V % U V U V
S U V
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#&. o #ou agree that frequent sales promotion often givescustomers a low impression on the standard of the package
S! U V ! U V % U V U V S U V
#'. o #ou agree that sales promotion encourages trial or
adoption of #our packages S! U V ! U V
% U V U V S U V
#. o #ou agree that sales promotion helps to increase
customerGs patronage S! U V ! U V % U V
U V S U V
#). o #ou agree that sales promotion helps customers to
maintain brand lo#alt# S! U V ! U V % U V
U V S U V
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"UESTIONNAIRE FOR DISTRIBUTORS
EFFECTIVENESS OS SALES PROMOTION ON BUYING
BEHAVIOUR A $ 1-@ % G=> N.$&. L.>.1$-
P=$$ '?$& 1;$ %==?.' $1.' .'$&$=@5 T;$
.'%&>1.' 1;$&$- ?.== $ 1&$1$- '%.-$'1.==@
INSTRUCTION: T. ,,&,&.1$
SECTION A
:. Se1= ale U V female U V
>. ducational level= SS9 U V *&&9 U V
BscH& U V-rofessional qualification U Vothers U V
@. Khat t#pe of middleman istributor U V
iddlemen U V /etailers U V
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SECTION B
NB: strongl! agree + * gree + Indifference + I
Disagree + D *trongl! disagree -*D
. o #ou agree that sales promotion brings about an increase in
awareness of the e1istence of 3+* packagesS! U V ! U
V % U V U V S U V
?. o #ou agree that sales promotion has an impact on the bu#ing
behavior of customers S! U V ! U V % U V U V
S U V
E. o #ou agree that sales promotion often have a short term
impact rather than long term impact on customers S! U V
! U V % U V U V S U V
A. o #ou agree that frequent sales promotion often gives
customers a low impression on the standard of the packages
S! U V ! U V % U V U VS U V
C. o #ou agree that sales promotion affects #our purchases
decision S! U V ! U V % U V U V
S U V
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D. o #ou agree that sales promotion encourages trial or adoption
S! U V ! U V % U V U V S U
V
:;. o #ou agree that sales promotion helps to increase
customerGs patronage S! U V ! U V % U V
U V S U V
::.o #ou agree that sales promotion helps customers to maintain
brand lo#alt# S! U V ! U V % U V U V
S U V
:>. o #ou agree that sales promotion leads to increase in sales
S! U V ! U V % U V U V S U V
:@. o #ou agree that customers respond well to sales promotion
when there is increase in price S! U V ! U V % U
V U V S U V
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"UESTIONNIARE FOR CONSUMERS
EFFECTIVENESS OS SALES PROMOTION ON BUYING
BEHAVIOUR
A $ 1-@ % G=> N.$&. L.>.1$-
P=$$ '?$& 1;$ %==?.' $1.' .'$&$=@5 T;$
.'%&>1.' 1;$&$- ?.== $ 1&$1$- '%.-$'1.==@
INSTRUCTION: T. ,,&,&.1$
SECTION A
:. Se1 = ale U V "emale U V
>. arital status= Single U V arried U V *thers U V
@. ducational level= -rimar# school certificate U VSS9 U VB.Sc. U V -h U V
. !ge group= :E2>? U V >E2@? U V@E2? U V
E2?? U V ?E and above U V
SECTION B
NB: *trongl! agree + * gree + Indifference + I
Disagree + D *trongl! disagree - *D
?. o #ou agree that sales promotion affects #our purchase
decision S! U V ! U V % U V U VS U V
E. o #ou respond well to sales promotion when there is
increase in price S! U V ! U V % U V U V
S U V
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A. o #ou agree that sales promotion b# 3+* encourages #ou to
tr# or adopt their package S! U V! U V % U V
U V S U V
C. o #ou agree that sales promotion has an impact on #our
bu#ing behavior S! U V ! U V % U V
U V S U V
D. o #ou agree that sales promotion brings about an increase in
the awareness of packages S! U V ! U V % U V
U V S U V
:;. o #ou agree that sales promotion acts as a quicker
means of informing #ou about package S! U V ! U
V % U V U V S U V
::.o #ou agree that sales promotion has a short term impact
rather than long term impact on #ou S! U V ! U
V % U V U V S U V
:>. o #ou agree that frequent sales promotion often gives
#ou a low impression on the standard of the package
S! U V ! U V % U V U V S U
V
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:@. o #ou agree that sales promotion helps to maintain
brand lo#alt# S! U V ! U V % U V U
V S U V
:. o #ou agree that sales promotion helps to increase
patronage S! U V ! U V % U V U V S U V