SALES STRATEGY ON CONSUMER PRODUCTS:
SALES STRATEGY ON CONSUMER PRODUCTS:
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Date
1998-11
Authors
UMAR, YAHAYA KAWU
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Abstract
This study is designed to find out the overall effectiveness of Trade and
Consumer Jobbers Schemes. The research attempts to determine the effectiveness
of Trade Jobbers Scheme as distinct from Consumer Jobbers Scheme (and vice
versa) using the percentage contribution to sales of core equities.
Colgate-Palmolive (Nigeria) Services, was chosen as the case study. The
main instruments of data collection were sales record on all products from October
1997 to October 1998, Trade Jobbers monthly sales summary and Consumer
Jobbers monthly sales summary.
The sales result test, which attempts to measure tha sales volume of core
equities during the Trade Jobbers Scheme established a positive correlation
between sales volume of core equities and the Trade and Consumer Jobbers
Schemes. It was also established that a positive correlation exists between the
sales volume of 2 of the core equities and the Consumer Jobbers Scheme and
thridly between the sales of core equities and Trade and Consumer Jobbers
Scheme when ran concurrently.
It was concluded that the Trade Jobbers Scheme yields higher sales volume
if it is focused on core equities, while the consumer Jobbers Scheme is more
effective if it focusses on few brands and a synergistic effect is achieved if both
schemes are used concurrently.
Description
A PROJECT SUBMITTED TO THE POST-GRADUATE SCHOOL AHMADU BELLO
UNIVERSITY, ZARIA, IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE
AWARD OF THE DEGREE OF MASTERS IN BUSINESS ADMINISTRATION
DEPARTMENT OF BUSINESS ADMINISTRATION FACULTY OF ADMINISTRATION
AHMADU BELLO UNIVERSITY ZARIA - NIGERIA
NOVEMBER, 1998
Keywords
SALES STRATEGY, CONSUMER PRODUCTS