ABSTRACT
This research work dealt on “The Impact of Sales Promotion on Product Competitiveness of Fast Moving Consumer Goods (FMCG).
The purpose is to examine the effects that Sales Promotional activities have on a product’s competitiveness in the market. Two hypotheses were set up in chapter one as variables for measurement and guide. Chapter one also discusses the problems to be addressed, scope and purpose of the study and operational definition of terms used.
Chapter Two reviewed existing work related to the subject matter. In this chapter, the two broad types of Sales Promotion were examined alongside the very long list of different sales promotional activities. Other topics discussed include market offering, competition, fast moving consumer goods and insight into Dansa Foods Ltd was also supplied been the case study for this research work.
The research method used for this project will be introduced in chapter three alongside the technique used for data analysis. Size of the population for this research work and the type of sampling used will also be discussed.
In chapter four, the data contained in the questionnaire(s) were analysed and subsequently explained. The questions containing the hypotheses were tested and the responses were then subjected to chi-square (X²) test at a significance level of 0.05.
Chapter five concludes this research work and also contains a summary of the findings and recommendations. The major findings include:
– Sales Promotion encourages consumers to buy more of the product on offer
– It also encourages brand switching; it is enough reasons for a large percentage of consumers to change to another brand.
Proposed recommendations are also contained in chapter five with suggestions for others planning on embarking on a similar project.
TABLE OF CONTENTS
Abstract
CHAPTER ONE
1.0 Introduction
1.1 Background of Study
1.2 Statement of Problems
1.3 Research Objectives
1.4 Research Question
1.5 Research Hypothesis
1.6 Scope of Study
1.7 Significance of study
1.8 Limitation of study
1.9 Definition of terms
CHAPTER TWO
2.0 Literature Review
CHAPTER THREE
3.0 Research methodology
3.1 Research Design
3.2 Population of study
3.3 Sampling Design and Procedure
3.4 Data Collection Instrument
3.5 Administration of Data Collection Instrument
3.6 Methods of data analysis
CHAPTER FOUR
4.0 Data Presentation and Analysis
4.1 Data Presentation
4.2 Test of Hypothesis
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
Questionnaire