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AN APPRAISAL OF THE PROMOTIONAL STRATEGIES USED BY MANUFACTURERS OF CONSUMER GOODS IN ENUGU. (A CASE STUDY OF HARDIS AND DROMEDAS LTD)

ABSTRACT. 

 This research work appraises the effectiveness of different Promotional strategies and tools adopted in the marketing of consumer goods in Enugu (with special reference to Hardis and Dromedas Ltd Emene, Enugu). These Promotional tools, when adequately and correctly adopted create the needed awareness on the product and equally facilitate their marketing. The objective of this study is to present the different promotional tools, analyze them and know which one to adopt at a particular time to win more customers. To conduct this study, three hypotheses were formulated. Questionnaires were designed and administered to consumers at establishments within Enugu metropolis. The data were analyzed using appropriate statistical tests and tools (Analysis of Variance ANOVA and Chi-square). The findings as indicated by the result of the hypotheses revealed that promotional activities influence in no small measure the buying habits of consumers of Hardis and Dromedas products in Enugu. Advertising followed closely by sales promotion were observed to be the most influential promotional tools preferred by consumers of their products. The study recommended that manufacturers of these goods should give more credence to advertising, sales promotion, personal selling, publicity and public relations in their respective order when formulating promotional tools.

Project detailsContents
 
Number of Pages149 pages
Chapter one Introduction
Chapter two Literature review
Chapter three  methodology
Chapter  four  Data analysis
Chapter  five Summary,discussion & recommendations
ReferenceReference
QuestionnaireQuestionnaire
AppendixAppendix
Chapter summary1 to 5 chapters
Available documentPDF and MS-word format


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