THE ROLE OF PRODUCT ADVERTISING ON SALES VOLUME OF COMPANIES

(A CASE STUDY OF NBL) PRICE 5000 NAIRA FOR COMPLETE MATERIAL.

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ABSTRACT

        This study was carried out by the researcher to examine and ascertain the role product advertising plays on sales volume of companies. The study examines the twin problems of inconsistency and inflexibility in the advertising policy of companies.

The researcher used the survey research design to execute this study. The population used by the research or for this study consisted of all the workers of the Nigerian Breweries Plc. At 9^th mile corner, Ngwo in Enugu State.

The researcher used the systematic simple random sample techniques to select the sample used for the study.

The researcher used the Yaro Yainene’s formular for sample size determination to determine the sample size for the study

The researcher used the measurement tool (the questionnaire) as the major data collection instrument for this study.

Out of the 119 questionnaires administered by the researcher, 112 were returned and percentages to present and water interpret the data they generated for this study while they used the test for questionnaire content.

TABLE OF CONTENTS

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

STATEMENT OF PROBLEM

OBJECTIVE OF STUDY

RESEARCH HYPOTHESIS

SIGNIFICANCE OF THE STUDY

SCOPE OF T HE STUDY

LIMITATION OF STUDY

DEFINITION OF TERMS

CHAPTER TWO

LITERATURE REVIEW

 

 

CHAPTER THREE

DESIGN OF THE STUDY

POPULATION OF THE STUDY

SAMPLE SIZE

SAMPLING PROCEDURE

SELECTION AND CONSTRUCTION OF RESEARCH INSTRUMENT

ADMINISTRATION OF RESEARCH INSTRUMENT

METHOD OF DATA ANALYSIS

 

CHAPTER FOUR

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

TEST OF HYPOTHESES

 

CHAPTER FIVE

SUMMARY OF FINDINGS

RECOMMENDATION

CONCLUSION

 

BIBLIOGRAPHY

QUESTIONNAIRES

 

CHAPTER ONE

 

INTRODUCTION

BACKGROUND OF THE STUDY

Advertising is one of the four promotional tools companies use to direct persuasive communications to consumers or buyers and the general public.  Advertising policy constitutes such an important strategy in the marketing programme of companies that its negligence could spell down for companies.

Generally speaking, companies exist to produce and market products.  This objectives cannot be actualized if the manufactured products are not brought to the knowledge of the consuming public.  If the consumers and the general public are not informed and educated on the needs and wants, some products could satisfy; they will definitely stay clear of the products.

Against this background, product advertising focuses on projecting the image and marketability of products in such manner that will make them acceptable to the customers and buyers.  Odunsi (1998:19) noted the important of product advertising when he stressed that growth being recorded in the advertising field is connected with its potentiality to enhance the acceptability and marketability of companies’ products.  Product advertising has helped so many companies to revive and reposition some of their products which have almost reached the decline stage in their life cycle. Furthermore, the continuous existence, survival and growth of companies to some extent depend on the performance of their products and the level of their sales volume.  The fact still remains that for a company to declare profit and possibly grow, its sales volume must be high.  For its sales volume to be high, its product must be acceptable to the consumers hence giving rise to their high demand.

These can only be achieved when these products are made known to the buyers through advertising.

Product advertising as stressed by Udeagha (1995:219) is an effective promotional tools that will not only inform and educate buyer or consumers about a company’s products, but highly significant in achieving the targeted sales volume of the company.

The Nigerian Breweries Plc. Is one of the leading breweries for over 50 years of existence, operating in Nigeria today.

The company has a wide range of products that include alcohol, malt and soft drinks.  The notable products in the companies product mix include, Gulder, Star, Amstel malt, Maltina and Schweppes.

The company has a large factory at Agbana, Lagos and a brewering plant at 9^th Mile Corner, Ngwo in Enugu.

The company has already started constructing what seems to be the largest factory and brewery in Africa between Eke and Ngwo in Enugu State.

The Nigeria Breweries Plc. Has depot inmost state capital of the federation to facilitate the distribution of its products.

The products of the company are seen and known in every mook and cranny of the southern part of this country, as well as in some northern states.

STATEMENT OF THE PROBLEM

The objective of every company is to achieve its sales volume target, because, if achieved, other performance indicators like growth and totally committed to Niger curse e.g. Entertainment.

As a company that has been in the business of leisure, pleasure and fun for over years; Nigeria Breweries Plc has been a major force in the entertainment industry through a vigorous music sponsorship programmes.

The underlying philosophy is to bring world classes entertainment to Nigeria to support the role of out brands.  International stars like Naught Nature, Usher; shaggy and Awilo have thrilled Nigerians live in recent time courtesy Nigerian.

Breweries star mega join and legend fun Rampage Nigeria breweries is also involve in discovering and promotional local and budding artistes through the star Quest and star Trek (star sponsored music programmes).  This is to give Nigeria entertainers presence in the international science, Nigerian brewery totally committed to Nigeria curse

–       Tax/social responsibility

–       Foreign investors: over 50 millo Euros (N706) was invested in Nigeria by Heineken

–       Employment generation

–       Environment

–       To support educational in Nigeria: help in dunding of educational and research facilities in institution of high learning e.g. Edu, TCR Fund

–       Health: they are the major facilitators in the building of sickle cell antive by the sickle cell foundation.  Again they also support various health institutions through the donation of Blood Bank equipment, child incubators, Boreholes.

–       Sports: They sponsor sports like football, chess cycling, athletics, Golf, Table tennis, Law tennis.

Increase in profitability index would be assured.  This could be possible or achieved if the company’s product are acceptable to the target market.

Product advertising therefore plays the invaluable role of informing and educating buyer or consumers about some products, what the products do and how they can satisfy their needs and wants.

In addition, product adverting enhances the response of potential buyers to an organization and its offerings.  This it does by providing information, channelizing desires and by supplying reasons for preferring the product being projected.

In spite of the invaluable role of product advertising in achieving the sales volume target of companies, it still grapples with some problems that need to be addressed.

It is sad to observe that most companies operating in Nigeria are still inflexible and reluctant to be doing or courageous in their advertising policy.  They are so scared of contracting advertising agency acting advertising agency to handle their adverts that at the end of the day they fail to achieve their sales volume target.  Now with the commissioning of its new ultra-modern brewery in Ama Enugu State, unique for its size design and they are still set to impact even more positively in the lives of Nigerian.  Besides, most companies are inconsistent with their advertising policy.

They contract more than one advertising agency at any given point in time.  This makes it difficult to spend same reasonable money on advertising.  This is now becoming a common feature in the brewery industry.  For instance, one hardly hears of advert concerning old beautiful product like maltex and vita malt. This should be affecting their sales volume target.

Finally, the product advertising policy of some companies are not so effective as to enable it have some impact on their sales volume.  Some companies do choose some wrong and ineffective media to execute the advertising policy, hence achieving nothing a the end of the day.

All these afore-discussed problems deserve to be addressed through the provision of appropriate information, because, it is only when effective information, concerning a problem is provided, will its solution be sought.

 

OBJECTIVE OF THE STUDY

ACHIEVING OPTIMUM SALES TARGET AND PROFITABILITY IN FINANCIAL SERVICES MARKETING THROUGH EFFECTIVE MARKETING STRATEGIES
(A CASE STUDY OF UNITED BANK FOR AFRICA KADUNA)

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Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
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ABSTRACT
This research is directed to examine “achieving optimum sales target and profitability in banking industries through effective promotional strategies” a case study of united bank for Africa in Kaduna. The research work is divided into five chapters, with each chapter structured in such a manner as to easy understanding of its contents and issue raised. The first chapter deals with the background of the study, statement of hypothesis, significance of the study, historical background and definition of terms. Chapter two deals with literature review, evolution of marketing strategy, element of marketing strategy, types of promotional tools used in banking industry, requirements for successful marketing in a bank, Role of marketing strategy in banking industry, services rendered by united bank for Africa, types of marketing strategy and effect of marketing strategy on the banks. Chapter three explains research methodology, research design, research population, sample size and sample techniques, method of gathering data, justification of method used, method of data analysis and justification of instrument used. Chapter four deals with the data presentation and analysis, test of hypotheses. Chapter five deals with the summary of findings conclusion and recommendations among which the research recommended that the bank staff should be made to be more respectful to its customers in order to minimize customer complaints.

CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Promotional strategies are one of the most important ingredients, which enhance growth, development, and survival of any organization. Therefore, for any business enterprise to succeed in the market there is the need for it to always device new promotional techniques to meet the challenges of times. One of the biggest challenges facing services industries such as bank today is how to maintain their market share in today’s largely dynamic and competitive environment.

Before going further, it will be important to point at the fact that customers are the live wire of any organization and they are the primary session why an organisation survives without their repeated patronage, the organisation cannot go beyond the initial turnover of the promoter’s equity. If an organisation does not treat customer well they will move to the next competitions.

In the past the use of promotional concept or techniques were not considered necessary due to the shortage of supply of product and services, whatever was produced was consumed up. The service industry did not realize the importance or even the relevance of finding out what customers wanted or needed and then producing a product or service that best satisfies the need and want of the customer. The promotional concept holds that the key to achieving organizational goals consist in determining the desired satisfactions” Kotler (1984:67).

The banking industry employ a variety of promotional mix strategies in that suit their product offerings for example, the banks are moving away from their traditional range of products such as ordinary current account, granting loans. Overdraft corporate finance to move customers orientated products. In this direction banks have gone to segment (device) the large nitrogenous market into homogeneous sub-market to banks also specialized in specific services to cater for the few segment. Due to the increased level and complexity of Competition and that changing characteristics of the market, Services industry such as the bank have now restored to Intensive promotional strategies.

1.2 Statement of General Problem
The Nigerian banking industry is highly competitive and participating banks have the task of designing and implementing appropriate promotional strategy to ensure survival and growth within.
To specific extent, UBA is amongst the leading banks in Nigeria, but its competitive strength is being weakened by a number of factors, thus including the following:
Poor commitment to organized promotional research to determine, on continuous basis evading threats and emerging opportunities within the industry, Poor customer relationship management resulting in customer attrition and lost of vital resources, In appropriate choice of promotional and promotional strategy to suite the dynamic banking services promotional.

In view of these constraints, this research project makes an attempt at determining the causes and effect of these shortcomings and to provide realistic solutions to them to enhance the banks’ performance within the Nigerian banking sector.

AN APPRAISAL OF SALES PROMOTION ON THE CHOICE OF MOBILE PHONE OPERATORS (A Case Study of MTN Nigeria Plc)

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Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANK SECURITY FOR GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

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ABSTRACT
The focus of this research work is An Appraisal of Sales Promotion on the Choice of Mobile Phone (a case study of MTN Nigeria plc). The scholarly research work gives insight into the views of various authors as concerned with the project subject matter an appraisal of sales promotion on the choice of mobile phone. The study gives an in-depth historical background of the company under review. In the researcher’s effort and desire to achieve his objective, the researcher has chosen to use the descriptive research method. The research population consists of 24 people of MTN Ahmedu Bellow way branch Kaduna. A sample size of twelve were randomly chosen for this research both for the management staff, and customers respectively. The following hypothesis were formulated for the research: The null hypothesis (Ho). The alternative hypothesis (Hi). Ho: The null hypothesis: sales promotion does not have a significant influence on consumer buying behaviour. Hi: The alternative hypothesis: sales promotion has a significant influence on consumer buying behaviour. The data collected were presented and analyzed based on the findings, it was discovered that sales promotion has a significant impact on consumer behaviour. Useful recommendations were made by the researcher that sales promotion should not be treated as an emergency tool but be treated as an integral part of the company marketing activities and that sales promotion should be adequately planned and prepared through putting necessary measures that would yield tangible results to the organization.

CHAPTER ONE

1.0 INTRODUCTION

The success of any firm largely depends on customers patronage, for any firm to push its products to the consumers effectively, there is the need to carryout promotional campaigns to communicate with the ultimate consumers without promotion, customers may not be aware of the existence of the particular product, hence patronage may remain very low. Many promotional tools are used to communicate with the consumers but sales promotion tends to be the most effective of all due to the extra incentive it provides to consumers.

Alexandra (1960) viewed sales promotion“as a marketing activity other than personal selling, advertising, public and public relations that induces and stimulates consumers purchase and dealers effectiveness”. The importance of sales promotion campaigns are seen at the point of purchase where it is used to support personal selling and advertising, it is rarely used alone as a promotional tool. In marketing practice, the application of all promotion tools is called promotional mix.
Sales promotion as an effective promotional tool tends to serve “as direct inducement that to offers an extra, values or incentives on the product to the sales force, distributors and the ultimate consumers with the primary objective of creating an immediate sale”. Sales promotion tends to act as an a acceleration tool designed to speed up the selling process and maximizes sales volume through increasing market share. The acceleration tool motivates consumers to purchase a larger quantity of a brand and it also shorten the purchase cycle of the trade and consumers by encouraging them to take more immediate actions.

As the use of sales promotion increase, companies now started considering what they hope to accomplish through their promotional campaigns because not all sales promotion campaigns are designed to achieve the same goals, marketers must plan sales promotion programmes by carrying out situation analysis, to determine sales promotion target audience. Marketing manager must think beyond short term sales while the basic goal of most consumers sales promotion is to induce consumers purchase, and marketer objective could be to defend current market share, increase consumption through enhanced marketing efforts.
1.1 STATEMENT OF GENERAL PROBLEMS
Sales promotion campaign is an effective means of communicating with the target market by providing extra incentive to buy. Sales promotion activities are designed by firms in achieving their organizational objectives. But In spite of the achievements there are some problems faced by these firms during the campaigns.

The increasing uses of sales promotion in firm’s marketing programmes is getting too strong for them to handle because it is a fundamental change in strategic decisions on how these trims sell their products to consumers. The increasing sales promotion campaigns have been questioned by many marketing scholars particularly with regards to lack of adequate planning and management of sales promotion programmes.

Also, research and literatures have shown that over-dependence on sales promotion by many companies have resulted to sales promotion trap. This is because many firms use sales promotion campaigns extensively to differentiate their products from competitors products which has consequently resulted in reduction in profit margin of the competing firms.
Many firms fall into trap due to success of the sales promotion campaigns which eventually lead to differential advantage that attracts other firms to copy.

Finally, lack of media timing and support for sales promotion campaigns which is very critical and should be coordinated with the media programmes on advertising campaigns. Sales promotion without media advertising could render the campaign ineffective because consumers need to be informed about the promotional offers to stimulate their interest and favourable attitude towards the brand.

ENHANCING BANKING SERVICE EFFICIENCY THROUGH MANPOWER DEVELOPMENT IN THE BANKING SECTOR (A Study of Unity Bank in Kaduna Central Area, Kaduna)

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Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANK SECURITY FOR GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
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form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 24 HOURS

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ABSTRACT
Efficient service delivery in the banking industry as in deed in every aspect of public service is a function of qualified and well trained personnel. This research project studies the relationship between the quality of service delivery and the training received through the manpower development scheme of Unity Bank, Kaduna branch. The study covers five chapters. The problem of the study is to determine the adequacy of the bank’s manpower development in relation to the need of its staff. Survey research design was adopted for the study. 30 people was chosen as sample size out of the 530 population using simple random sampling techniques. Relevant research questions were formulated and used for gathering of data with its qualitative instrument questionnaire. The survey to the research question have produce a number interested findings. One of the important findings shows that there is a strong relationship between service efficiency and manpower development in Unity bank. The study conclusively discovered that despite the need to achieve competitive advantage through an efficient service delivery Nigeria banking industry especially Unity bank’s manpower development scheme is inadequate in meeting the need for an efficient and professionally sound banking personnel. It is thus recommended that the bank should encourage its staff to pursue other relevant professional course outside the one received in their training schools.

CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Training and development has become an increasing and necessary tool of personnel and human resources management in any organization. The growth of an organization is likely to be limited more by the quality and number of its personnel than any other factors.

Because of the changing nature of business environment due to modern technology, organizations have to adopt themselves in order to survive and grow up. To achieve this, the need for effective training and development ought to be seriously emphasized, which will create an impartation of new skills, knowledge etc. to an individual, collective workers that will lead to enhancing productivity in an organization (Bala 1996). is of the view that Nigerians are not yet in effective control of the private sector of the economy because of neglect of staff training and development programmes by business organization. To this effect, there is need for training and development for staff to enhance efficiency and productivity. When there is training and development in an organization, it help the organization toward attainment of aims and objectives of the organisation.
Training has been defined by (Onasanya 1999, pg 104) as the systematic development of knowledge, skill, attitude and behavioural pattern required by an individual in order to perform adequately in a given task or job.
Development on the other hand is the broader scope of improvement, growth in abilities, attitude and personal traits. Once is properly trained it will affect on efficiency, morals and it reduce labour turnover and also give one a better knowledge, increase loyalty and environment for the achievement of the pre – set goals.
Furthermore, Novit (2001, pg 26) said training is often thought of as something which occurs in a class room or in an on the job encountered between someone who is teaching and someone who is being thought.

Training and development are very important to any organization that undergoes it and when it is correctly done, it will bring the following benefits to the organization and individuals.
• It can remove performance deficiencies of an employee, which lead to better performance of the employee, and of course the organization will be more effective.

• Training and Development provide for succession. Personnel who are given adequate training and development can easily replace an employee that has been transferred, promoted or discharged.

• It promotes industrial relations. A well training work team is more likely to respond positively to industrial system and discipline.

1.2 STATEMENT OF THE PROBLEMS
The cruel nature of management organization in Nigeria have over the years reflected on their emphasis on high profitability without due consideration of the training and development of the employee that will make this possible. This is readily noticed in the Nigeria banking industry where the employees’ private lives are jeopardized in the course of trying to meet the high demands and targets of the management. Young graduates who are ignorant of what is happening in the banking industry often fall into this trap, and the economy is not helping matters in any way. It’s high time this problem is visited and a lasting solution provided for it in the interest of the nation and the corporate bodies.
1.3 OBJECTIVE OF THE STUDY
The problem facing training and development in enhancing productivity in an organization has been something of great concern.
This research intends to: –
1. To examine the relationship between manpower planning and human resource development
2. To investigate the impact of manpower planning and development on Unity Bank services

3. To appraise manpower training and development practice of Unity Bank
4. To examine the manpower planning of Unity Bank.

PROMOTIONAL STRATEGY OF MR BIGGS KADUNA BRANCH AND ITS IMPACT ON SALES TURNOVER

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COMPLETE MATERIAL  COST  N2,500 Or $10.  FRESH  PROJECT MATERIAL  COST 50,000 NAIRA FOR UNDERGRADUATE, OTHERS 100,000 -200,000 NAIRA.

Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANK SECURITY FOR GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 24 HOURS

CALL OUR  CUSTOMERS CARE  OKEKE CHIDI C ON :  08074466939,08063386834.

AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

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ABSTRACT
The study examines promotional strategies of Mr. Biggs Kaduna branch and its impact on sales. To this end the following research questions guided the study: To what extent are Mr. Biggs fast food outlets in Kaduna metropolis using promotional mix elements? What are the effects of promotional mix elements that is used Mr. Biggs fast food outlet in Kaduna metropolis on consumers purchasing decision making? What is the contribution and efforts of sales promotion in improving the sales of Mr. Biggs fast food outlets in Kaduna metropolis? What are the constraint militating against sales promotion in Mr. Biggs fast food outlets in Kaduna metropolis? The survey study design was utilize and the questionnaire constitute the instrument of data collection. The data obtained from the field were analyzed with the statistical mean scores and presented in a five likert table. The finding of the research indicates that Mr. Biggs fast food outlets in Kaduna metropolis use promotional elements periodically. The effect of promotional mix used in Mr. Biggs fast food outlets on consumers purchasing decision making are that promotional mix creates demand as such increase sales volume in Mr. Biggs. promotional mix is also persuasive which make people to buy even when they don’t need such goods, hence increase sales in Mr. Biggs Furthermore effective utilizati-on of promotional mix lead to a growth in sales volume in Mr. Biggs.

 

The contributions and efforts of sales promotion in improving the sales of fast food outlets in Kaduna metropolis are that Organization are compel to adhere to Promotional quality in order to make good sales. Sales Promotion also creates standard through competition and Sales Promotion creates awareness about product of Mr. Biggs. The constraints militating against sales promotion in Mr. Biggs fast food outlets in Kaduna metropolis are basically financial constraint and technical constraint. Based on the findings it was recommended that Mr. Biggs food should conduct Sales promotion directly and avoid the use of marketing consultants. This will help them to get a good grip of personal selling and effectively utilize it as a veritable tool of promotion.

CHAPTER ONE

 

INTRODUCTION

1.0 Introduction
The promotion is considered as a starting point, and the first step, the producers followed to communicate and contact with their customers, in both local and foreign markets alike, where it paves the road to another marketing efforts such as presentation of companies’ product, its features, specifications, distribution of the product, and what distinguishes it from other producers’ competing products in the target markets.
Sales promotion, a key ingredient in marketing campaigns; the need to promote a product, service or an idea cannot be over emphasized. Obi (2002) described sales promotion consists of the related promotional activities that are necessary to supplement personal selling. Some of these include distribution of sample products to customers, exhibitions, or demonstration of products at stores or trade fairs or shows and preparation of printed materials used by sales people or for point-of sale displays. A combination of the above variables defines a firm’s promotional programme that hopes to influence consumers to patronize and become loyal to the organizations offering.
Hence, promotion in marketing represents those tools that companies used to persuade their prospective consumers to buy their product or service. The determination of the most appropriate, effective, and influential promotional elements on the consumers’ purchasing decision making, which achieve the producers’ objectives may have a strong, important, and useful indications for both decision makers, and marketing planners in fast food firms such as Mr Biggs who are confronted with issue arising from competition from other numerous fast food firms in Kaduna.

1.1 Background of the Study

Promotion became an essential motivating factor in the area of marketing in any organization especially in fast food firms. The element in the promotional mix that is rapidly gaining additional recognition in most industries especially in the fast food industry in Nigeria is the sales promotion. It is not enough mostly in developing countries like Nigeria and particularly in fast food industry to merely trust that consumers will become aware of services. The firm has to engage in promotional activities. Over the year some notable author have regard sales promotion as having such roles as the development of small and medium scale enterprise such as eateries, besides, increasing sales which leads to the ability of competing for a large market share, producing companies has interested and make more attention to promotional activities. The promotion is considered as a starting point, and the first step, the producers followed to communicate and contact with their customers, in both local and foreign markets alike, where it paves the road to another marketing efforts such as presentation of companies’ product, its features, specifications, distribution of the product, and what distinguishes it from other producers’ competing products in the target markets.
This is so because it has been established by Nagar (2009) in literature that only consumers with repeat purchases are profitable. It is not every repeat purchase that is connected to consumer’s commitment of a brand.
However, consumer’s commitment is important for a repeat purchase. Therefore, business operators need to develop marketing program that will not only reinforce customer’s commitment but also encourage repeat purchases. A part of the functions of sales promotion is not only to reinforce commitment of consumers but to encourage repeat purchase. Sales promotion has effects on various aspects of consumer’s purchase decisions such as brand choice, purchase time, quantity, and brand switching. Thus, sales promotion becomes an integral part of the marketing strategy for reaching the target market and it is the responsibility of marketing managers to combine elements of promotional strategies, which is promotional mix into coordinated plans. Sales promotion efforts are directed at final consumers and designed to motivate, persuade, and remind them of the goods and receives that are offered.
Sales promotion which is a major force in marketing is widely adopted by beverage drink industries in Nigeria, but as Nigeria is witnessing an economic down turn, there is increase in prices of consumer goods that also lead to an increase in prices of products in fast food Firms.
The importance of the excessive promotion in a competitive market environment has generated a lot of interest in marketers and firms to develop numerous and comprehensive promotional approaches. The objective of this study therefore is to survey the extent to which sales promotional strategies affect the effectiveness of Mr Biggs Fast food.
Hence, the researcher intends to analyze the impact of sales promotion al mix elements on the choice of fast food outlet in Kaduna metropolis.