THE ROLE OF EFFECTIVE SALES PROMOTION OF CONSUMER PRODUCTS IN A COMPETITIVE ECONOMY IN NIGERIA:

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dc.contributor.authorOLATUNDE, FANIRAN,
dc.contributor.authorSAMUEL
dc.date.accessioned2014-03-05T08:37:49Z
dc.date.available2014-03-05T08:37:49Z
dc.date.issued1998-10
dc.descriptionDEPARTMENT OF BUSINESS ADMINISTRATION FACULTY OF ADMINISTRATION AHMADU BELLO UNIVERSITY ZARIA - NIGERIA.en_US
dc.description.abstractABSTRACT The study is designed to find out the role of effective sales promotion of consumer products in a competitive economy in Nigeria. The study attempts to find out the effectiveness of sales promotion activities on sales volume and the consumer buying behaviour. The study also dwells on opportunities and limitations of sales promotion activities in Nigeria and its implication for marketing and broad economic policies, using Cadbury Nigeria, Plc, Kaduna as a case study. The researcher employed both primary and secondary sources of data collection. The main instrument of data collection was a consumer opinion survey questionnaire and personnel interview with the company sales and marketing personnel. A total of 200 hundred questionnaires were administered and the researcher used Kaduna State selecting the major towns to represent much broader areas. .After the statistical tests, the first hypothesis was accepted based on the observed significant correlation of sales promotion activities with the sales per unit of volume. This implies to some extent that the two variables are dependent. The study was concluded with some recommendations.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/3243
dc.language.isoenen_US
dc.subjectROLE,en_US
dc.subjectEFFECTIVE,en_US
dc.subjectSALES,en_US
dc.subjectPROMOTION,en_US
dc.subjectCONSUMER,en_US
dc.subjectPRODUCTS,en_US
dc.subjectCOMPETITIVE,en_US
dc.subjectECONOMY,en_US
dc.subjectNIGERIA:en_US
dc.subjectCASE,en_US
dc.subjectSTUDY,en_US
dc.subjectCadbury,en_US
dc.subjectNigeria,en_US
dc.subjectPlc,en_US
dc.subjectKaduna.en_US
dc.titleTHE ROLE OF EFFECTIVE SALES PROMOTION OF CONSUMER PRODUCTS IN A COMPETITIVE ECONOMY IN NIGERIA:en_US
dc.title.alternativeA Case Study of Cadbury Nigeria, Plc, Kaduna.en_US
dc.typeThesisen_US
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