THE EFFECT OF PROMOTION ON MARKETING IN NIGERIA
THE EFFECT OF PROMOTION ON MARKETING IN NIGERIA
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Date
2000-10
Authors
HUSSSEINI, HUSSSEINI
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Abstract
All activities by a manufacturer or marketer with the objective to inform or persuade
potentness buyers / customers and existing customers/ consumers to commence
buyer or increase can be termed promotion. Promotion can take many different forms
depending on the nature of the product, the needs of the consumer, the size of the
market, competition, the purchasing power of the consumer and of course the
financial position of the company in question.
Based on the literature, the study of P.Z. Industries PLC Sokoto was undertaken so
as to have an insight on how Promotions are formulated and implemented. Other
aspect considered include, the advantages and disadvantages of such schemes,
competition, general problem and some suggestion.
Major findings of the research are that despite depressed consumer demand arising
out of the severe liquidity crunch in the economy, P.Z. Industries has been able to
maintain and further strengthen its market position in order to face the future
challenges even better.
As a result of the depressed consumer demand however the company came out with
series of advertisement, sales promotions and engaged in some personal selling.
The research further revealed that promotion has great impact on the marketing of
P.Z. Industries consumer good in Sokoto.
Apart from providing a basic frame work of research project on the company under
study, this research has highlighted the general view of Promotion policies. Thus the
findings are likely to be of great interest/ importance to both sales personnel,
marketing executives and marketing students.
Description
A PROJECT SUBMITTED TO THE POST
GRADUATE SCHOOL AHMADU BELLO
UNIVERSITY, ZARIA IN PARTIAL FULFILLMENT OF
THE REQUIREMENTS FOR THE AWARD OF THE
DEGREE OF MASTER OF BUSINESS
ADMINISTRATION (M.B.A)
DEPARTMENT OF BUSINESS ADMINISTRATION,
FACULTY OF ADMINISTRATION,
AHMADU BELLO UNIVERSITY,
ZARIA.
OCTOBER, 2000
Keywords
PROMOTION,, MARKETING,, NIGERIA