The Effectiveness Of Sales Promotion On Buying Behaviour.doc

8/17/2019 The Effectiveness Of Sales Promotion On Buying Behaviour.doc

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THE EFFECTIVENESS OF SALES PROMOTION ON

BUYING BEHAVIOUR

(A CASE STUDY OF GLOBACOM NIGERIA LIMITED)

BY:

ADEMUYIWA ISLAMIAT ABIDEMI

MATRIC NO: 06/66MC023

A RESEARCH PROJECT SUBMITTED TO THE DEPARTMENT

OF BUSINESS ADMINISTRATION FACULTY OF BUSINESS

AND SOCIAL SCIENCES UNIVERSITY OF ILORIN ILORIN

!WARA STATE

IN PARTIAL FULFILLMENT OF THE RE"UIREMENTS FOR

THE AWARD OF BACHELOR OF SCIENCE DEGREE IN

BUSINESS ADMINISTRATION

JUNE 20#0


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CERTIFICATION

This project work has been read and approved as meeting the

requirements for the award of a Bachelor of Science degree, B.Sc (Hons

in Business !dministration of "acult# of Business and Social Sciences,

$niversit# of %lorin, &igeria.

'''''''''''' ''''''''..

r. ). *. *+$)% ate

-roject Supervisor

'''''''''''' ''''''''..

r. (/S S. +. !0% ateHead of epartment

'''''''''''' ''''''''..

-/*". !. ". !!0* ateean of "acult#

'''''''''''' ''''''''..

1ternal 1aminer ate

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DEDICATION

This research work is dedicated to !lmight# !llah whose glor#

is the essence of m# living and whose ever2lasting presence has

seen me through all m# struggles and that would usher me into m#

3od2given destin#.

III


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AC!NOWLEDGEMENTS

% am e1pressing m# profound gratitude and unaltered

appreciation to !lmight# !llah who made sure % finall# acquired m#

universit# education despite all odds.

# appreciation also goes to m# brilliant and admirable

supervisor r. ). *. *lujide, whose advice and suggestions proved

vital in the course of the research work.

oreover, % will like to appreciate the moral and financial

support given to me b# m# loving and caring parent r. and rs.

!demu#iwa, % sa# a ver# big TH!&4S to them.

!lso m# appreciation goes to r. (rs. S. +. !de#emi 5H.*.6,

r. ). *. !deoti, m# level adviser and other lecturers in the

department like r. . !. !remu, r. $. 3unu, r. ). !. Bamiduro, r.

/. !. 3bade#an, r. S. B. Babaita, r. %. B. 4adri, r. ). !. *ladipo,

r. *. !. %lesanmi. a# the !lmight# 3od be with them and reward

them abundantl#.

# sincere appreciation also goes to m# siblings rs.

ojeedat !bdulsalam, %dris !demu#iwa, %smaeel, /afiat, Taoreed,

7uadri, %#abode, Shakirat, oruf, orufat and others. % also need to

IV


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ABSTRACT

The depressed nature of &igerian econom# has weaken the

purchase power of consumers of products and goods and services.

The research surve# has criticall# e1amined the effect which sales

promotion has on 3lobacom &igeria +imited together with the

resultant effect on customers bu#ing behaviour and the level at

which customers tr# and adopt their packages.

The major tools use in collection of primar# and secondar#

data were the use of :;; administered questionnaires which was

distributed among e1ecutives of 3lobacom &igeria +imited, the

middlemen (wholesalers, retailers and distributors and the

consumers of the product. 9onsultation of previous materials on the

related research topic was also emplo#ed.

/esearch question and h#pothesis were equall# raised which

were anal#


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TABLE OF CONTENTS

PAGE

TITLE I

CERTIFICATION II

DEDICATION III

AC!NOWLEDGEMENT IV

ABSTRACT VI

TABLE OF CONTENTS VIII

CHAPTER ONE

INTRODUCTION

:.: Background of the Stud# :

:.> Statement of the -roblem ?

:.@ /esearch 7uestions A

:. *bjectives of the Stud# C

:.? Significance of the Stud# D

:.E Scope of the Stud# D

:.A efinition of Terms :;

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CHAPTER TWO

LITERATURE REVIEW

>.: &ature of Sales -romotion :?

>.> Sales -romotion objectives and uses :E

>.@ 3rowth of Sales -romotion :C

>.@.: 1ternal "actors :D

>.@.> %nternal "actors :D

>. Sales -romotion ethods and Tools >;

>..: Sales -romotion tools used b# /etailers >>

>..> Sales -romotion Techniques for &ew -roducts >

>..@ Sales -romotion Tools for stablished -roducts >A

>.. Sales -romotion ethods for /esellers >C

>.? ajor ecisions involved in Sales -romotion @;

>.?.: ajor ecisions involved in Sales -romotion @;

>.?.> Selection of a Sales -romotion Tools @:

>.?.@ evelopment of Sales -romotion programme @:

>.?. -re2Testing of the Sales -romotion programme @@

>.?.? %mplementation and control of the Sales -romotion

-rogramme @

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>.?.E valuation of the Sales -romotion /esults @

>.E +imitations of Sales -romotion /esults @?

>.A 9onsumer Bu#ing Behaviour @A

>.C ecision -rocess of a 9onsumer @C

>.C.: 9omple1 Bu#ing Behaviour ;

>.C.> issonance reducing bu#ing behaviour ;

>.C.@ Habitual Bu#ing Behaviour :

>.C. Fariet#2Seeking Bu#ing Behaviour :

>.D Stages of the Bu#ing ecision -rocess :

>.D.: -roblem /ecognition >

>.D.> %nformation Search @

>.D.@ valuation of !lternatives

>.D. -urchase ecision

>.D.? -ost2-urchase Behaviour E

>.:; "actors influencing consumer bu#ing behaviour E

>.:: ffect of Sales -romotion on Bu#ing Behaviour D

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CHAPTER THREE

RESEARCH METHODOLOGY

@.: %ntroduction ?>

@.> The Stud# -opulation ?>

@.@ Brief write2up on case stud#= 3+*B!9* &igeria +T ?@

@. Sampling si


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.E iscussion of /esults CE

CHAPTER FIVE

SUMMARY OF FINDINGS CONCLUSION AND

RECOMMENDATION

?.: %ntroduction CD

?.> Summar# of "indings CD

?.@ 9onclusion D:

?. /ecommendation D>

R$%$&$'$ *+

A,,$'-.: "$1.''.&$ *4

XII


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CHAPTER ONE

INTRODUCTION

#5# BAC!GROUND OF THE STUDY

!fter the advent of industrial revolution, machines were

introduced into the production s#stem to boost the production of

goods and services and this brought about large amount of

goods available for sales. %n this regard, consumers were

e1posed to variet# of products and were required to select the

product which will give them the optimum satisfaction the#

desired according to their needs.

9ompanies on the other hand were interested in boosting

their image, achieving high sales, ma1imi


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countries of the world has significantl# overwhelmed those on

advertising. This is not surprising when its inevitable role in

complementing other methods of product promotion in order to

achieve short term gains is considered. Sales promotion

involves gaining consumer lo#alt#, increase repeat purchase

and facilitate profit ma1imi;;>

submits that sales promotion can instigate a continuous

increase in sales in the long term if it has successfull# resulted

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in brand lo#alt#, repeat purchase and customer satisfaction in

short term.

Basicall#, promotion is an e1ercise that performs the role

of information, persuasion and influence to purchase certain

products. -romotion also affect the demand elasticit# of a

product, making the demand inelastic when the price increases

and elastic when the price decreases.

The main purpose of promotion is for effective and

efficient communication. Basicall#, the promotion e1ercise is

usuall# aimed at achieving the following=

2 !chieving high sales volume, which in turns affects the

contribution of profit ratio.

2 irecting and ensuring that product flow through the

appropriate channels till the products get to the final

consumers so that wants ma# be satisfied.

2 %dentification of markets and bu#ers motives that

enables want to be satisfied.

The objectives of promotion are as follows=

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growth if the promotional strategies are well planned and

implemented.

"inall#, marketers should constantl# evaluate promotional

effectiveness in terms of its abilit# to make clients or consumers

to respond more favourabl# towards the firmGs product than

the# would respond towards firmsG competitors. This is because

it would provide information about the effectiveness of

promotional activities on the management, emplo#ees, the

sales of the compan#Gs product and competitive advantage

relevant to most firms or companies producing and marketing

consumer products.

#52 STATEMENT OF THE PROBLEM

ajor e1ternal factors such as socio2economic, regulator#

and technological issues have shaped the structure of

communication service and also the nature of competition

within it. The &igerian telecommunication industr# cannot be

isolated from the list of industries where product promotion and

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incentives are wholl# adopted. The reason for this can be

associated with oligopolistic nature of the industr#. %n other

words, the major challenge of the telecommunication

companies in &igeria is how to be the choice of majorit# of the

over :; million interconnected &igerians.

However, man# promotion and sales incentives adopted

b# companies these da#s are so ineffective, dull and drear# that

the# bore the prospective consumer rather than instigate them.

Hence, the question that readil# comes to the minds are=

2 !re sales promotion activities a waste

2 o promotion incentive schemes reall# work

%f the# do, what is the e1tent of their efficac# and how do

the# affect purchase behaviour

However, considering the level of economic resources

committed to these promotional mi1 and programme, a good

business manager must weigh the cost of a promotion against

the e1pected increase in sales that will result from the

promotion rather than Ibu#ing salesJ at the cost of reduced

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profit i.e. carr# out a cost benefit of the promotion programme.

! sales promotion is onl# effective and appropriate if it can

instigate its target and it is possess a high degree of creativit#

and fle1ibilit#. *bviousl# since the aforestated applies to the

&igerian telecommunication sector, there is therefore a void to

fill b# carr#ing out this stud#.

#53 RESEARCH "UESTIONS

The following research questions relevant to the stud# are

raised=

2 How does sales promotion affect increase in sales and

to what e1tent

2 Khat are the factors that influence consumer lo#alt# of

a particular package

2 oes sales promotion have a short term impact rather

than long term impact on bu#ersG behaviour

2 Khat are the impacts sales promotion have on bu#ersG

behaviour

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#5 OBJECTIVES OF THE STUDY

The major objective of the stud# is to e1amine the

effective sales promotion plans in the &igerian

telecommunication industr# and evaluate its impact on bu#ing

behaviour using 3+*B!9* &igeria +imited as a case stud#.

The specific objectives of the stud# include=

2 To e1amine the impact of sales promotion on customer

awareness about the compan#Gs product or packages.

2 To determine whether sales promotion makes the

customers to maintain repeat purchase and have

product lo#alt#.

2 To identif# the problems associated with sales

promotion b# the compan#.

2 To e1amine the impact of sales promotion or bu#ing

behaviour and levels of satisfaction.

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#5+ SIGNIFICANCE OF THE STUDY

The significance of the stud# cannot be over2emphasi


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restricted to the $niversit# of %lorin and her immediate

environment.

Hence, the researcher has chosen to undertake this

research work to cover the period of >;;D and >;:;.

#54 DEFINITION OF TERMS

The following terms are defined as the# are used in this

stud#=

PROMOTION: -romotion keeps the products in the minds of

the customers and help stimulate demand for the product.

-romotion involves on2going advertising, sales promotion and

publicit#.

MAR!ETING: This is the wide range of activities involved in

making sure that the compan# is continuing to meet the needs

of their customers and getting value in return. arketing also

includes anal#


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or services and promoting them through continued advertising,

promotion, customer service and sales.

SALES: Sales includes various forms of activities. The# include

marketing prospective bu#ers (or leads in a market segment,

conve#ing the features, advantages and benefits of a product or

service to the lead and closing the sales (or coming to an

agreement on pa#ment and service.

ADVERTISING: This is bringing a product or service to the

attention of potential and current customers. %t is t#picall# done

with signs, brochures, commercials, direct mailing or email

messages, personal contacts e.t.c.

SALES PROMOTION: These are other activities other than

advertising, personal selling and publicit# that stimulate the

interest, trial and purchase b# final consumers or others in the

chain of distribution.

BUYING BEHAVIOUR: This is the decision process and acts of

final household consumers associated with evaluating bu#ing,

consuming and discarding products for personal consumption.

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CHAPTER TWO

LITERATURE REVIEW

There are two primar# means of preventing ideas, goods

or services to those who can use them. 0et there are two

additional promotional methods that when combined with

effective advertising and personal selling programmes reall#

add up to more than the parts. These methods are sales

promotion and public relations. !lmost, ever#bod# has a slight

idea of what public relations is but most people are a bit vague

about sales promotion.

So while sales promotion is a part of promotion, it is not

the same thing as promotion. Sales promotion is a broad label

that is applied to special kinds of sales accelerating activities

not necessaril# classified as advertising, personal selling of

publicit# and public relation. (/obert 3eorge Brown :DA.

Stanton (:DDA=DA on his part viewed sales promotion as

demand stimulating services designed to supplement

advertising and facilitate personal selling.

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4otler and 4eller (>;;;=?@ gave their own definition of

sales promotion as a ke# ingredient in marketing campaigns,

consists of a collection of incentive tools, most short term

designed to stimulate quicker or greater purchase of particular

products or service b# consumers or trade.

$merah (>;;>=:?> defined sales promotion as the

constellation of demand creating tactical weapons which is

devoid of e1ternal media usage but designed to beef up sales.

Sales promotion is the incentivisation of the customers or staff

in an attempt to enhance their positive actions towards

organiD that will best serve the purpose of the

stud# define Isales promotion as those activities other than

personal selling, advertising and publicit# that stimulate

consumer purchasing and dealer effectiveness such as displa#

show and e1hibition, demonstration and various non2recurrent

selling efforts not in an ordinar# routine.

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*de et al (>;;;=:@A defined sales promotion as an#

activit# undertaken to help promote the sales of a commodit#

especiall# from the producer, wholesalers and retailers to

encourage a consumer to bu#, this is known as Lselling inG while

a similar activit# undertaken b# the wholesaler or retailer to

make a consumer to bu# from the retail outlet is known as

Lselling outG.

)ohn ". +uck and Killiam +. Migler in their books ISales

promotion and merchandi


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market. -eople whose characteristics have been taken into

consideration such as incentives offered shall induce them to

purchase the product or spelling.

25# NATURE OF SALES PROMOTION

Sales promotion differs from advertising, publicit# and

personal selling, #et it has their combined characteristics. Sales

promotion can be differentiated from advertising as follow=

2 Sales promotion can be internall# formulated while

advertising relies upon outside agencies to e1ecute

and place them.

2 Sales promotion is rewarding while advertising is

designed to inform.

2 Sales promotion has a compelling and on the sport

effect while advertising has remote and dela#ed effect.

2 Sales promotion educates and heightens enthusiasms

through an arra# of promo2tools controlled b# the

compan#.

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2 %ntroduce a total number of users for an established

brand.

2 ncourage greater usage among current customers.

2 Bring more customers into retail stores.

2 Stabili


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"rom the foregoing, the sales promotion tools to be

emplo#ed depend on the set objectives to be achieved, for

e1ample a free sample stimulates consumersG trait while a free

management advisor# service promotes a long term

relationship with a retailer.

253 GROWTH OF SALES PROMOTION

! decade ago, the ratio of advertising to sales promotion

was about E;=; in man# consumer packaged goods. However,

for companies toda#, the trend has been reversed with sales

promotion grabbing as much as A;N of combined budget on

promotion. (-hilip 4otler, :DC>, -g. EE;. 1penditure of sales

promotion have also been on annual :>N increase compared

with an increment of A.EN annuall# in advertising. The

interesting scenario is e1pected to continue in the #ears ahead.

The rapid growth being e1perienced in sales promotion

programme especiall# in the consumer market can be classified

into two major categories i.e. internal and e1ternal

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2535# E7TERNAL FACTORS

!mong the e1ternal factors responsible for the growth of

the sales promotion in recent times include the following=

2 There has been a corresponding increase in the

number of brands of product. ost competitors use

sales promotion frequentl# these da#s.

2 There are man# brands that are at parit# with another.

2 !dvertising efficienc# has declined because of rising

costs, media clutter and legal restraints.

2 9onsumers are more deal2oriented.

2 The trade has demanded more deals from

manufacturers.

25352 INTERNAL FACTORS

The internal factors that account for the rapid growth of

sales promotion are as follows=

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2 There has been an increase in the number of product

managers that are qualified to use sales promotion

tools.

2 -roduct managers are under intense pressure to

increase their current sales.

2 -romotion is now more accepted b# the top

management as an effective sales tool.

25 SALES PROMOTION METHODS AND TOOLS

ost of sales promotion methods can be grouped into

three main categories8 consumer sales promotion, trade sales

promotion and business sales promotion.

CONSUMER SALES PROMOTION

This tool encourages or stimulates consumers to

patroni


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BUSINESS SALES PROMOTION

This technique is used b# companies to gather business

leads, impress and reward customers, and stimulate the sales

force to gather efforts. arketers take their time to consider

method or methods to use because the objectives of the

methods are of primar# concern.

Before the choice of sales promotion is made, marketers

must weigh both the product characteristics (si


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2 Sales promotion tools used b# retailers.

2 Sales promotion techniques for new products

2 Sales promotion methods for established products.

2 Sales promotion methods for retailers.

255# SALES PROMOTION TOOLS USED BY RETAILERS

The variet# of sales promotion methods that retailers

used falls into the broad categories= retail, coupons,

demonstrations, trade stamps and point of purchase displa#

(-ride and "errel :DA= ;C2:@.

RETAIL COUPONS

These are certificate which entitle the bearer to a stated

saving on the purchase of specific product. The# usuall# take

the form of Lkobo2offG coupons which are distributed through

advertising agents or handouts and are redeemable onl# at

specific success. The redemption rates var# with the mode of

distribution.

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9oupons can be effective in stimulating sales of mature

brand and inducing earl# trial of new brand. However,

competitive counter offer can significantl# reduce the

effectiveness of retail coupons, if their emphasis on price is

considered8 one is unsure whether retailer coupons develop

lo#alt# towards retailers.

DEMONSTRATION

emonstrations are e1cellent attention seekers. The# are

used b# the manufacturer on a temporar# basis either to

encourage trial2use and subsequent purchase of product or to

actuall# show how the product works.

TRADING STAMPS

/etailers use trading stamps to attract consumers to

specific stores. %n addition, the# can increase sales of specific

items b# giving e1tra stamps to purchasers of those items.

Stamps are attractive to consumers as long as the# do not drive

up the price of goods.

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POINT OF PURCHASE DISPLAYS

-oint of purchase materials includes such items as

outside signs, windows displa#, counter pieces, racks and self

service cartoon. These items attract attention, inform customers

and encourage retailers to carr# particular products.

2552 SALES PROMOTION TECHNI"UES FOR NEW

PRODUCTS

! number of sales promotion tools can be used to

promote new products. Some of the most common tools used

are free samples, coupons and mone# funds.

FREE SAMPLE

Samples are offers of a free amount of a product or

services using several modes of distribution door to door, sent

in the mail, picked up in store, found attached to another

product or features in an advertising offer.

arketers often use free samples for several reasons.

2 To stimulate trial of a product.

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2 To increase sales volume in the earl# stage of product

life c#cle.

2 To obtain desirable distribution.

Sampling is generall# the most effective technique to

introduce a new product especiall# when the features and

benefits (such as aroma and flavour cannot be full#

converged in advertising.

COUPONS

These are certificate entitling bearer to a stated saving on

the purchase of a specific product. The# can be mailed,

enclosed to other products or attached to them or inserted in

maga


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BUYING ALLOWANCES

! bu#ing allowance can be defined as a temporar# price

reduction to resellers (retailers for purchasing specified

quantities of a product. Such offers ma# provide an incentive to

handle a new product and achieve temporar# price reduction or

stimulate the purchase of an item in large normal quantities.

BUY BAC! ALLOWANCES

! bu#back allowance is a certain sum of mone# that is

given to a purchase for each unit bought after an initial deal is

over. %t is a secondar# incentive whereb# the total amount of

mone# that bu#ers can receive as proportional to their purchase

during the initial trade deal.

SALES CONTESTS

! sales contest is designed to motivate distributorsG

retailers and sales personnel b# recogni


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25+ MAJOR DECISIONS INVOLVED IN SALES

PROMOTION

The following are the major decisions companies

normall# take in embarking on sales promotion (-hilip 4otler,

:DC>=EEC2EAA.

25+5# MAJOR DECISIONS INVOLVED IN SALES

PROMOTION

There is need to state in clear terms the dims and

objectives of sales promotion. The market of interest will affect

the sales promotion objectives. %n this case, sales promotion for

consumers to purchase larger si


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25+52 SELECTION OF A SALES PROMOTION TOOLS

%n selecting sales promotion tools, careful consideration

should be given to the product characteristics, the market, the

market characteristics, sales promotion objectives and cost

effectiveness with sales promotion tools used for retailers, new

products, established products and resellers.

25+53 DEVELOPMENT OF SALES PROMOTION

PROGRAMME

The e1tra decision to be made is to define the full

promotion programme. This involves the accomplishment of

several tasks. These are=

i. Determine the size of the incentive to be offered: There

should be a method of determining incentives that is

necessar# for the success of the promotion. %f the

incentive is high, the sales response will be high but

the rate of response will diminish faster.

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ii. Establishing the condition of participation: There is

need to establish the group that will be given incentive.

"or e1ample people who provide correct answers to all

the questions of a contests.

iii. Determining the duration of the promotion: "or the

span of the promotion, there is need to ensure that this

period is neither too short not too long.

iv. Determining the mode of distribution: The method of

distribution of the product must be determined. This is

due to the fact that it will have impact on the cost, level

of reach and effectiveness of entire e1ercise.

v. Establishing the timing of promotion: Brand managers

develop calendar dates for the annuall# planned

promotion. Some promotion programmes are targeted

at festival periods, rain# season e.t.c.

vi. Determining the sales promotion budget: arketers

must determine the total sales promotion budget, this

can be done in two wa#s.

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• It can be built from the ground up where the

marketers choose their individual promotion and

estimate their total cost.

• The cost of a particular sales promotion consists of

the administrative cost (printing, mailing and

promoting the deal and the incentive cost (cost of

premium including redemption cost multiplied b!

the e"pected number of units that will be sold on

the deal.

25+5 PRE8TESTING OF THE SALES PROMOTION

PROGRAMME

!fter a thorough design of the sales promotion

programme, there is need to determine the appropriateness of

the sales promotion, optimum si


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different possible deals. !lso trial test can be run in limited

geographical location.

25+5+ IMPLEMENTATION AND CONTROL OF THE SALES

PROMOTION PROGRAMME

There is need to prepare the implementation and control

plans mechanisms for each individual promotion to cover the

lead time and the self2in2time.

The lead time is necessar# to prepare the programme

prior to launching it while sell2in2time begins with the launch and

ends when appro1imatel# D?N of the deal has been

accomplished.

erchandise is in the hands of consumers and it can take

one to several months depending on the deal duration.

25+56 EVALUATION OF THE SALES PROMOTION RESULTS

Sales promotion results are evaluated in order to

measure the effectiveness of the programme. The most

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common method used is to e1amine the sales data before,

during and after a promotion.

256 LIMITATION OF SALES PROMOTION RESULTS

Sales promotion activities have a marked capacit# to gain

the attention of customers, resellers and sales people and to re2

channel the activities towards the increased purchase and sale

of speciall# promoted items.

These efforts inform the customers dramaticall# that this

ma# be an opportunit# to bu# which ma# not come again. !lso,

this merchandise is special and has a low priced once in a

lifetime value, such appeals are infectious with some bu#ers

particularl# the deal2prone consumer, such consumer are often

fickle and wait onl# for the blandishment of the ne1t seller with

special promotion to switch their lo#alt# from the previousl#

promoted product to the new on in promotion.

Sales promotion must therefore be used judiciousl# and

sparingl#, some special promotional activities can be signed to

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bu#ers that the seller is eager to move the product. Too

frequent sales promotional activities ma# be used as a negative

signal that the product being pushed are inferior designed, over

priced e.t.c.

9ustomers can even be tired of sales promotion

programme if such programmes come too often.

3iven the above assertions, one can recogni


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customer attitude and can actuall# boost a

competitorGs product or otherwise alienated the firmGs

dealer outlets.

%F. -altr# sales promotion sometimes hurt the product

brand image.

254 CONSUMER BUYING BEHAVIOUR

The aim of marketing is to meet and satisf# target

customerGs need and wants. 9onsumer behaviour studies how

individual, groups and organi


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Bu#ing behaviour is the decision process and act of

people involved in the bu#ing and using products.

9onsumer bu#ing behaviour is the decision process and

acts of the final household consumers associated with

evaluating, bu#ing, consuming and discarding products for

personal consumption.

Belch and Belch (>;;A defines consumer behaviour as

the process and activities engaged in when searching for,

selecting, purchasing, using, evaluating and disposing of

product and service so as to satisf# their needs and desires.

259 DECISION PROCESS OF A CONSUMER

The decision process which individual go through in their

bid to make a purchase has to be brought about b# marking

production decision in the sales promotion activities.

"ive roles of bu#ing behaviour can distinguish the roles

that people might pla# in bu#ing decisions.

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2 INITIATOR: ! person who first suggest the idea of

bu#ing the product or service.

2 INFLUENCER: ! person whose views or advice

influences the decision.

2 DECIDER: ! person who decide in an# component of

bu#ing decision, whether to bu#, what to bu#, whom to

bu# from, or where to bu#.

2 BUYER: The person who makes the actual purchase.

2 USER: ! person who consumes or uses the product.

ore complicated purchasing will be desired need of

deliberation and e1cessive participation.

!SS!+ distinguished four t#pes of bu#ing decisions

based on bu#ing behaviour. This is shown in the diagram

below=

FOUR TYPES OF BUYING DECISIONS BEHAVIOUR

H.; I'


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S&$: M-.%.$- %&> H$'&@ A$= C'>$& B$;


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25953 HABITUAL BUYING BEHAVIOUR

This occurs under conditions of low consumer

involvement and little significant brand difference O consumers

have little in the product categor#, the# simpl# go to the store

and reach for a brand. %f consumers keep reaching for a

particular brand, it is out of habit rather than strong brand

lo#alt#.

2595 VARIETY8SEE!ING BUYING BEHAVIOUR

9onsumers undertake variet#2seeking bu#ing behaviour

in situations characteri


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stages. 9learl#, the bu#ing process states long before the

actual purchase and have consequence long afterward. These

are illustrated below.

F.1.' S$&;

E


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25*52 INFORMATION SEARCH

!roused consumer will be inclined to search for more

information. 9onsumer information sources fall into four groups.

These are=

2 P$&'= S&$: "amil#, friends, neighbour,

acquaintances.

2 C>>$&.= S&$: Sales promotion, advertising,

sales person dealers.

2 P=. S&$: ass media, consumer rating

organi


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25*53 EVALUATION OF ALTERNATIVES

This stage deals with the consumer which process

competitive brand information and makes a final value

judgement. Some basic concepts will help us understand

consumer evaluation process.

"irst, the consumer is tr#ing to satisf# a need. Secondl#,

consumer is looking for certain benefits from the product

solution. Thirdl#, consumers see each product as a bundle of

attributes with var#ing sought to satisf# their needs consumers

will pa# the most attention to attribute, the deliver, the sought

benefit.

25*5 PURCHASE DECISION

%n the evaluation stage, the consumer forms preferences

among the brand in choice set. The consumer ma# also form

an intention to bu# the most preferred brand. However, two

factors can interfere between the purchase intention and the

purchase decision.

44


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25*5+ POST PURCHASE BEHAVIOUR

-urchasing the product is not the end b# the e1perience

the consumer will have in the level of satisfaction or

dissatisfaction. The marketersG job do not end when the product

is bought but must monitor post purchase product users.

25#0 FACTORS INFLUENCING CONSUMER BUYING

BEHAVIOUR

The consumer bu#ing behaviour is influenced b# variet#

of factors which are cultural, social, personal and ps#chological

factors.

25#05# CULTURAL

This is the most fundamental determinant of a personGs

want and behaviour. The culture of individual e1pose him or

her to the following values, achievement, efficienc#, progress

and individualism. 9ulture is made of sub2culture that provides

more specific identification and sociali


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25#052 SOCIAL

Social classes are relativel# homogenous and enduring

divisions in a societ#, which are hierarchicall#, ordered and

whose member share similar values, interest and behavior. %t

does not reflect incomes alone but also other indicators such

as occupation, education and area of residence. The social

factors that affect consumer behaviour include reference

groups, famil# and social roles and status.

25#053 PERSONAL

The bu#erGs decision is also influenced b# the bu#erGs

personal characteristics. These include the bu#erGs age and

stage in the life c#cle, occupation, economic circumstances,

lifest#les and personalit# and self2concept.

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25#05 PSYCHOLOGICAL

The ps#chological factors affect the consumer bu#ing

behaviour which includes motivation, perception, learning,

beliefs and attitudes.

otivation arise from the ps#chological states of tension

such as hunger, thirst and discomfort.

-erception is another ps#chological factor which is seen

as the process of receiving, organi


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25## EFFECT OF SALES PROMOTION ON BUYING

BEHAVIOUR

$nderstanding sales promotion and bu#ing behaviour, will

give insight to the impact of sales promotion on bu#ing

behaviour of customers. ifferent organi


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Purchasing a product they did not need: !ccording to

-eter and )err# the# believed that bu#ersG behaviour can

influenced b# sales promotion to make them bu# products

the# do not reall# need at a particular time. This ma# be due

to the t#pe of sales promotion technique that was

undertaken b# the compan# which ma# capture the mind or

interest of the bu#er.

Purchasing a product they have never tried before: !lso,

to them sales promotion can make bu#ers to go for a

particular product or brand the# have never used before, as

a result of the sales promotion technique used b# the

compan# to create awareness for a new product or an

alread# e1isting products.

Purchasing a different brand than they regularly use:

Sales promotion of a compan# can instigate bu#ers to

purchase a different brand or product aside their regular

brand. Khen a compan# uses a sales promotion technique

that makes the bu#er to change their regular brand and go

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for a new brand, it can influence the bu#ing behaviour of

such a bu#er to continuall# go for the new brand.

Purchasing more than usual, sooner than usual and

later than usual: Sales promotion can make a bu#er to bu#

a product or package more than necessar# due to reduction

in price or other sales promotional activities. B# sooner than

usual, it means that sales promotion makes bu#er to bu# a

product when it is not needed or sooner than it is needed i.e.

a bu#er bu#s a product even before he needs it due to sales

promotion.

/esearch has it that changes in behaviour varies b# the

t#pe of product and the characteristics of the bu#er.

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CHAPTER THREE

RESEARCH METHODOLOGY

35# INTRODUCTION

%n this chapter, we shall deal with the methods b# which

information or data gathered for the research work are collected

and the mode of anal#?? in )une >;;D and more than ten thousand

wholesale and retail customers across the countr#.

3+*B!9* &igeria +imited also have over twent# five million

subscribers.

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The workforce, wholesale and retailer and the final

consumers in %lorin are the stud# population.

353 BRIEF WRITE8UP ON CASE STUDY: GLOBACOM

NIGERIA LIMITED

3+*B!9* &igeria started operation on !ugust >D,

>;;@ b# r. ike !denuga, who is the present chairman of the

compan#. 3+*B!9* was made known to the people through

marketing activities such as sales promotion and advertising.

The compan# has a reputation of one of the fastest

growing mobile service providers in the world and their aim is to

be recogni


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%n the first #ear of operation, 3+* *B%+ boasted of

about one million subscribers in over CA towns. This compan#

provides mobile networks, telecommunication services e.t.c.

The 9ellular &ews reports that 3+* *B%+ which was si1th

at the start of last #ear has apparentl# now overtaken T&

&%3/%! as the market leader occup#ing the forth place on the

lost of the largest mobile network operators in the region. 3+*

*B%+ now has over >? million subscribers in the last seven

#ears. This compan# also has the largest roaming coverage for

voice and data in the whole of !frica.

%n addition, the compan# has been a dominant pla#er in

the &igerian Telecommunication %ndustr# and has continued to

improve her product and services to attract consumer. The

compan# has also embarked on a lot of promotional strategies

to boost the sale of their products. The most recent sales

promotional strategies embarked upon b# 3+*B!9*

&%3/%! include 3+* talk points, 3+* :;; crash rate, 3+*

free night calls among other.

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35 SAMPLING SIE AND SAMPLING TECHNI"UE

To stud# the entire population is not alwa#s feasible due

to constraints such as time, cost and repetition of response

e.t.c. Hence, this research has been restricted to %lorin

metropolis and principal statistical judgemental selection was

applied to select :; e1ecutive officers from 3+*B!9*

branch in %lorin, >; wholesale and retail customers and A; final

consumers also from %lorin metropolis to bring the sampling si


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was designed and self administered to elicit information from

respondents.

The secondar# sources of data was obtained from related

research work carried out in the past, lecture notes, relevant

te1tbooks and various materials were also collected from the

3+*B!9* &igeria +imited outlets and website.

356 METHOD OF DATA ANALYSIS

The stud# emplo#s the use of various techniques in

anal#


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IaJ and IbJ are the regression coefficient known as the

intercept and slope (gradient respectivel#.

!nal#sis of variance (!&*F! is normall# used to test for

the significance of the regression model. !&*F! gives the

calculated "2value which shall be compared with the value

obtained from the statistical table at level of significance.

%f the calculated value is greater than the table value, we

reject the null h#pothesis (Ho and conclude that the model

significant, that is the independent variable R has a significant

impact on the dependent variable 0.

359 RESEARCH HYPOTHESIS

"rom the research questions, we can now deduce the

research h#pothesis.

:. Ho= Sales promotion has no significant impact on the

bu#ing behaviour.

>. Ho= Sales promotion does not lead on repeat purchase

and product lo#alt#.

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CHAPTER FOUR

50 PRESENTATION AND ANALYSIS OF DATA

%n this chapter, an attempt is made to present, anal#


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TABLE 5#A DISTRIBUTION OF RESPONSES ACCORDING

TO SE7

F&$$'@ P$&$'1 V=.-P$&$'1

C>=1.


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TABLE 5#B DISTRIBUTION OF RESPONSES ACCORDING

TO AGE

F&$$'@ P$&$'1 V=.-P$&$'1

C>=1.?2@E#ears and the other :;N

are between the age of @E #ears and above.

TABLE 5#C DISTRIBUTION OF RESPONSES ACCORDING

TO MARITAL STATUS

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F&$$'@ P$&$'1 V=.-P$&$'1

C>=1.


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TABLE 5#E DISTRIBUTION OF RESPONSES SHOWING

THE POSITION IN THE COMPANY

F&$$'@ P$&$'1 V=.-P$&$'1

C>=1.=1.


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S=$P&>1.'

6 6050 6050 #0050

T1= #0 #0050 #0050

S&$: F.$=- S&


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W$$=@ 3 3050 3050 9050

D.=@ 2 2050 2050 #0050

T1= #0 #0050 #0050

S&$: F.$=- S&=$ 6 3050 3050 #0050T1= #0 #0050 #0050

S&$: F.$=- S&


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"rom the table above, it shows that A;N of the

respondents are male while the other @;N are female.

TABLE 52B DISTRIBUTION OF RESPONSES ACCORDING

TO THE TYPE OF MIDDLEMEN

F&$$'@ P$&$'1 V=.-P$&$'1

C>=1.


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F&$$'@ P$&$'1 V=.-P$&$'1

C>=1.;N of them are married and A.:N goes to others.

TABLE 53C DISTRIBUTION OF RESPONSES ACCORDING

TO EDUCATIONAL LEVEL

F&$$'@ P$&$'1 V=.-P$&$'1

C>=1.


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TABLE 53D DISTRIBUTION OF RESPONSES ACCORDING

TO AGE

F&$$'@ P$&$'1 V=.-P$&$'1

C>=1..DN are between the age

of E#ears and above.

5 FRE"UENCY TABLE FOR OTHER "UESTIONS

69


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TABLE 5A DISTRIBUTION OF RESPONSES ON

WHETHER SALES PROMOTION AFFECTS PURCHASE

DECISION

F&$$'@ P$&$'1 V=.-P$&$'1

C>=1.


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P$&$'1 P$&$'1

SA 20 2050 2050 2050

A +2 +250 +250 4250

I 2 250 250 450

D #* #*50 #*50 *350SD 4 450 450 #0050

T1= #00 #0050 #0050

S&$: F.$=- S&;N of the respondents Strongl#

!gree that the customers respond well to sales promotion when

there is increase in price and ?>N !gree to the question, >N of

the respondents went for indifference, :DN of them isagreed

with the question while the other AN Strongl# isagree that

customers respond well to sales promotion when there is

increase in price.

TABLE 5C DISTRIBUTION OF RESPONSES ON

WHETHER SALES PROMOTION BY GLO ENCOURAGES

CUSTOMERS TO ADOPT THEIR PAC!AGES

F&$$'@ P$&$'1 V=.-

P$&$'1

C>=1.


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SD + +50 +50 #0050

T1= #00 #0050 #0050

S&$: F.$=- S&>N of

the respondents Strongl# !gree (S! that sales promotion b#

3+* encourages customers to adopt their packages, ?>N of

the respondents !greed (! with the notion, :?N of them went

for indifference (% and EN of the respondents isagreed (,

while the either ?N of them Strongl# isagreed (S that sales

promotion b# 3+* encourages customers to adopt their

packages.

TABLE 5D DISTRIBUTION OF RESPONSES ON

WHETHER SALES PROMOTION HAS IMPACT ON BUYING

BEHAVIOUR

F&$$'@ P$&$'1 V=.-P$&$'1

C>=1.


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T1= #00 #0050 #0050

S&$: F.$=- S&


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awareness of packages, >N of the respondents agreed, N of

them were indifferent, ?N of the respondents disagreed and the

other :N strongl# disagreed.

TABLE 5F DISTRIBUTION OF RESPONSES ON WHETHER

SALES PROMOTION ACTS AS A "UIC!ER MEANS OF

INFORMING PEOPLE ABOUT PAC!AGES

F&$$'@ P$&$'1 V=.-

P$&$'1

C>=1.


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TABLE 5G DISTRIBUTIONS OF RESPONSES ON

WHETHER SALES PROMOTION HAS A SHORT TERM

IMPACT RATHER THAN LONG TERM IMPACT

F&$$'@ P$&$'1 V=.-P$&$'1

C>=1.


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LOW IMPRESSION ON THE STANDARD OF THE PAC!AGE

OR PRODUCT5

F&$$'@ P$&$'1 V=.-P$&$'1

C>=1.=1.


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D #2 #250 #250 *+50

SD + +50 +50 #0050

T1= #00 #0050 #0050

S&$: F.$=- S&?N of

the respondents Strongl# !greed (S! that sales promotion

helps to maintain brand lo#alt#, ?N of them also !greed (!,

:@N of them chose %ndifferent (%, :>N of the respondents

isagreed, and the other ?N of them Strongl# isagreed.

TABLE 5J DISTRIBUTION OF RESPONSES ON WHETHER

SALES PROMOTION HELPS TO INCREASE PATRONAGE

F&$$'@ P$&$'1 V=.-P$&$'1

C>=1.


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The table above shows that ;N and @N of the

respondents went for Strongl# !gree and !gree respectivel#,

while ::N went for %ndifferent, the other N and >N of the

respondents isagreed and Strongl# isagreed.

5+ TEST OF HYPOTHESIS

This section aims at testing the h#pothesis formulated,

these h#pothesis were formulated to test the relationship

between the dependent and independent variables in order to

accept or reject the tentative h#pothesis to these h#potheses,

regression method was used.

H@,1;$. I:

H: Sales promotion has no significant impact on bu#ing

behaviour.

PROOF OF HYPOTHESIS

REGRESSION ANALYSIS

# M-$= S>>&@

odel / /2Square !djusted Std. rror

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/2 square of theestimate

: ?@?a >CE >AD CC;

a. -redictors= (9onstant. Sales -romotion

ANOVA

odel Sum of squares

df eanSquare

" ". Table

: /egression @;.@?C : @;.@?C @D.>@@ @.D@C

/esidual A?.C@> DC AA

Total :;E.:D; DD

a. -redictors= (9onstant, Sales -romotion

b. ependent variable= Bu#ing Behaviour

C$%%..$'1

M-$=

#5 (C'1'1)

U'1'-&-.G$-C$%%..$'1

S1'-&-.G$-C$%%..$'1

B

#5**

S1-5 E&&&

532+

B$1 1

+5**+

S.:

5000

S=$ P&>1.' 59* 5049 6526 50005+3+

a. ependent Fariable= Bu#ing Behaviour

%n answering the above null h#pothesis, a regression

anal#sis was carried out. The results of the anal#sis were

shown in Tables :(a, :(b and :(c.

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Table :(a gives the /2square value of ;.>CE (>C.EN.

The /2square is also known as coefficient of determination8 it

measures the variabilit# (in percentage in bu#ing behaviour

that is being e1plained b# the sales promotion.

Table :(b gives the !nal#sis of Fariance (!&*F! table,

from the table, the calculated value is "P@D.>@@ with : and DC

degree of freedom. The value obtained from the statistical table

is @.D@C. Since the calculated value (@D.>@@ is greater than the

table value (@.D@C, we reject the null h#pothesis (Ho and

conclude that sales promotion has a significant impact on

bu#ing behaviour.

Table :(c gives the regression coefficient which shows

the contribution of the sales promotion of the bu#ing behaviour,

from the table, the coefficient of sales promotion is ;.CD which

implies that sales promotion has a positive impact on the

bu#ing behaviour.

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H@,1;$. T? (II):

H: Sales promotion does not lead repeat purchase and

product lo#alt#.

2 M-$= S>>&@

odel / /2Square !djusted/2 square

Std. rror of the

estimate

: Da > >@E .D?:


2 ANOVA

odel Sum of squares

d.f eanSquare

" TableFalue

: /egression >C.??A : >C.??A @:.?CE @.D@C

/esidual CC.E;@ DC .D;

Total ::A.E; DD


b. ependent variable= /epeat purchase product

2 C$%%..$'1

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M-$=

#5 (C'1'1)

U'1'-&-.G$-C$%%..$'1

S1'-&-.G$-C$%%..$'1

B

#5949

S1-5 E&&&

53+#

B$1 1

+53+

S.:

5000

S=$ P&>1.' 54 509 +5620 50005*

a. ependent Fariable= /epeat -urchase -roduct +o#alt#

The results of the anal#sis of the second h#pothesis were

shown in table >(a, >(b and >(c respectivel#.

Table >(a gives the /2square value of ;.> (>.N.

Table >b gives the anal#sis variance table, from the table, the

calculated is "P@:.?CE with : and DC degree of freedom. The

value obtained from the statistical table is @.D@C. Since the

calculated value @:.?CE is greater than the table value @.D@C,

we reject the null h#pothesis (Ho and conclude that sales

promotion leads to repeat purchase and product lo#alt#.

Table >c gives the regression coefficient which shows the

contribution of the sales promotion on repeat purchase and

product lo#alt#. "rom the table, the coefficient of sales

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promotion is ;.A which implies that sales promotion has a

positive effect on repeat purchase and product lo#alt#.

56 DISCUSSION OF RESULTS

Sales promotion is an e1ercise that performs the role of

information, persuasion and influence the purchase of certain

products (like Brian Stenthal 9o. :DA@, Samuel 9raig

ennis 9hase, :DC@.

eanwhile promotion also affects the demand elasticit# of

the packages of 3+*B!9* &igeria +imited making the

demand for their packages elastic, this has been ascertained

from the responses of respondents through the series of

questionnaires administered.

The anal#sis table revealed that there were more male in

the staffs of the compan#, and there are more male in the

middlemen and also more male among the customers. This

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revealed that there were more male among the respondents

than female.

%t was equall# confirmed that the age of majorit# of the

staffs fall within >?2@E#ears age bracket while the majorit# of

the consumersG falls within the age of :E2>?#ears.

!nal#sis also revealed that sales promotion activities

affects the purchase decision of customers which was shown in

their records of sales turnover8 customers presentl# using their

packages.

%t was equall# revealed that sales promotion acts as a

quicker means of informing people about their packages with

@@N and ?N of the respondent who strongl# agree and agree

to this statement.

!nother major occurrence noticed was that sales

promotion has a short term impact rather than long term impact

on customers. This signifies that sales promotion is used for the

short2run.

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%t was also revealed that frequent sales promotion often

gives a low impression on the standard of the package with

:DN and ?:N of the respondents who strongl# agree and

agree to this statement. This statement too much sales

promotion on a package often shows the inferiorit# of the

package and the customers might feel the product is not of

good qualit#.

eanwhile, it was also revealed that sales promotion b#

3+*B!9* &igeria encourages customers to adopt their

packages, which signifies that sales promotion is good wa# of

persuading customers to bu# their packages.

+astl#, it was revealed that sales promotion is a good tool

in creating the awareness of packages or products.

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CHAPTER FIVE

SUMMARY OF FINDINGS RECOMMENDATION AND

CONCLUSION

+5# INTRODUCTION

This chapter is intended to present a brief summar# of the

major findings of this stud#, draw conclusions and provide some

recommendations for the improvement of efficienc# and

effectiveness of an# sales promotion programme.

+52 SUMMARY OF FINDINGS

This research is summari


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overall increase in volume of sales of the compan#, if

the compan# e1ercise ma1imum credibilit# in its

activities.

%%. Sales promotion are not alwa#s emplo#ed in isolation,

more often than not, organi


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promotion, it shows the inferiorit# of the

packages.

b. Sales promotion has a short term impact on

customers and cannot be run for the purpose of

long term.

%n selecting sales promotion tools, careful consideration

should be given to the product characteristics, market

characteristics, sales promotion objectives and cost

effectiveness of each tools. %f these could be given priorit#

consideration, sales promotion would surel# achieve its

objectives of increasing bu#ing behaviour of customers for a

particular product or package and consequentl# increase its

profitabilit#.

+53 CONCLUSION

Based on the findings of this stud#, it was concluded that

sales promotion is ver# important in an# organi


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9onsequentl#, it becomes ver# necessar# for organi


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Based on the findings of this stud#, the following are

strongl# recommended.

%. The management of 3+*B!9* &igeria +imited

should tr# and improve the qualit# of sales promotional

activities, through incentives.

%%. -romotional e1ercise should be more of rewards in

order to guarantee customer lo#alt# since an#one who

wins in a promotional e1ercise would feel that he has

gained from his or her continuous of 3+* packages

thereb# making him to enjo# continuous patronage.

%%%. The compan# should introduce other incentives which

serve as below the line promotion such as ke#holders,

caps, pens, books, bags, e.t.c. that carr# the

compan#Gs name. This will alwa#s remind the

customers of the compan#Gs packages.

%F. 9reation of awareness and mass promotional activities

should alwa#s be embarked upon in order to maintain

and win more market for all 3+*B!9* packages.

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F. /elationship between management and distributors

should be enhanced. The# should be ever read# to

receive and deal with complaints intelligentl#.

F%. The sales promotion activities should be monitored. %n

order to carr# out this activit# effectivel#, 3+*B!9*

&igeria +imited should la# more emphasis on the sales

promotion in a competitive situation.

F%%. The management should also accept suggestions from

dealers or distributors and sales force on the best

period to use sales promotion to increase sales

turnover and profit contribution.

F%%%. 9onsideration should not onl# be accorded to sales

promotion but that proper organi


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REFERENCES

!braham, . . and +odish, +. . (:DD; I3etting the most out

of advertising and promotion. Harvard Business /eview Fol.

:, &o >;.

!luko, . !. (:DDD= Seminar &ote on /esearch -roject

!= arketing, Blackwell -ublishers, *1ford, $4.

3iles, 3. B. (:DD?= arketing, -rentice Hall, c3raw Hill, &ew

0ork

Harvard Business /eview Fol. :E, &o. :.

92


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). -aul -eter and )err#, 9. *lson (:DDD= 9onsumer Behaviour

and arketing Strategies ("ifth dition

)ones, ). -. (:DD;= IThe double jeopard# of sales promotionJ.

4otler, -. (>;;E= arketing anagement, -earson ducation,

elhi, %ndia.

-arag iwan (>;;?= arketing anagement

-erreault, K. . and c9arth#, . ). (>;;E= Basic arketing,

c3raw Hill %rvin &ew 0ork, $S!.

-ride, K. and "errel, *. 9. (:DDC= arketing, Houghton ifflin

T1.

/un#on, 4. . (:DC= !dvertising, 9. . erit -ublishers, $S!.

http=www.google.com

93

http://www.google.com/http://www.google.com/


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APPENDI7

"acult# of Business and Social Science,

epartment of Business !dministration,

$niversit# of %lorin,

-..B :?:?,

%lorin, 4wara State.

ear Sir a,

RE"UEST FOR RESPONSE TO RESEARCH TOPIC:

EFFECTIVENESS OF SALES PROMOTION ON BUYING BEHAVIOUR

A CASE STUDY OF GLOBACOM NIGERIA LIMITED% am undertaking a research stud# in the above topic, using

3lobacom &igeria +imited as m# case stud#.

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The questionnaire is purel# for research purpose and all

information given shall be used for that purpose onl#. Therefore ma1imum

cooperation from the respondents will be highl# appreciated.

Thanks

0ours faithfull#,

ADEMUYIWA A5 I5

"$1.''.&$ %& E$1. N.$&. L.>.1$-

P=$$ '?$& 1;$ %==?.' $1.' .'$&$=@5 T;$

.'%&>1.' 1;$&$- ?.== $ 1&$1$- '%.-$'1.==@

INSTRUCTION: T. ,,&,&.1$

SECTION A

#. Se1 = "emale U V ale U V

>. !ge group= :E O >? U V >E O @E U V

@A O E U V A O ?E U V ?E and above U V

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$. arital status= Single U V married U V

*thers U V

%. How long have #ou been working with the compan# +ess

than ? #ears U V E O :;#ears U V

:: O :?#ears U V :E O >; #ears U V

above >:#ears U V

&. Khat is #our present position in the compan# Sales manager U V sales representative U V marketing manager

U V field specialist U V'. Khich of these methods of communication does #our

compan# make use of !dvertisement U V sales

promotion U V personal selling U V

. How often does #our compan# monitor customerGs reaction to

#our sales promotion 0earl#U V quarterl# U V

monthl# U V Keekl# U V dail# U V

). SECTION B

NB: *trongl! agree + * gree + Indifference + I

Disagree + D strongl! disagree -*D

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. o #ou agree that u have succeeded in projecting #our

compan# image through sales promotion S! U V ! U V

% U V U V S U V

/. o #ou agree that #our sales promotion has brought about anincrease in the awareness of the e1istence

of 3+* packages S! U V ! U V % U V

U V S U V

#0. o #ou agree that #our sales promotion has an impact on thebu#ing behavior of customers

S! U V ! U V % U V U V S U V

##. o #ou agree that #our customers respond well to #our sales

promotion when there is increase in price S! U V ! U V % U

V U V S U V

#$. o #ou agree that sales promotion acts as a quicker meansof informing customers about #our package

S! U V ! U V % U V U V S U

V

#%. o #ou agree that sales promotion often have a short termimpact rather than long term impact on customers

S! U V ! U V % U V U V

S U V

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#&. o #ou agree that frequent sales promotion often givescustomers a low impression on the standard of the package


#'. o #ou agree that sales promotion encourages trial or

adoption of #our packages S! U V ! U V

% U V U V S U V

#. o #ou agree that sales promotion helps to increase

customerGs patronage S! U V ! U V % U V

U V S U V

#). o #ou agree that sales promotion helps customers to

maintain brand lo#alt# S! U V ! U V % U V

U V S U V

98


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"UESTIONNAIRE FOR DISTRIBUTORS

EFFECTIVENESS OS SALES PROMOTION ON BUYING

BEHAVIOUR A $ 1-@ % G=> N.$&. L.>.1$-

P=$$ '?$& 1;$ %==?.' $1.' .'$&$=@5 T;$

.'%&>1.' 1;$&$- ?.== $ 1&$1$- '%.-$'1.==@


SECTION A

:. Se1= ale U V female U V

>. ducational level= SS9 U V *&&9 U V

BscH& U V-rofessional qualification U Vothers U V

@. Khat t#pe of middleman istributor U V

iddlemen U V /etailers U V

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SECTION B

NB: strongl! agree + * gree + Indifference + I

Disagree + D *trongl! disagree -*D

. o #ou agree that sales promotion brings about an increase in

awareness of the e1istence of 3+* packagesS! U V ! U

V % U V U V S U V

?. o #ou agree that sales promotion has an impact on the bu#ing

behavior of customers S! U V ! U V % U V U V

S U V

E. o #ou agree that sales promotion often have a short term

impact rather than long term impact on customers S! U V

! U V % U V U V S U V

A. o #ou agree that frequent sales promotion often gives

customers a low impression on the standard of the packages

S! U V ! U V % U V U VS U V

C. o #ou agree that sales promotion affects #our purchases

decision S! U V ! U V % U V U V

S U V

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D. o #ou agree that sales promotion encourages trial or adoption


V

:;. o #ou agree that sales promotion helps to increase

customerGs patronage S! U V ! U V % U V

U V S U V

::.o #ou agree that sales promotion helps customers to maintain

brand lo#alt# S! U V ! U V % U V U V

S U V

:>. o #ou agree that sales promotion leads to increase in sales


:@. o #ou agree that customers respond well to sales promotion

when there is increase in price S! U V ! U V % U

V U V S U V

101


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"UESTIONNIARE FOR CONSUMERS

EFFECTIVENESS OS SALES PROMOTION ON BUYING

BEHAVIOUR

A $ 1-@ % G=> N.$&. L.>.1$-

P=$$ '?$& 1;$ %==?.' $1.' .'$&$=@5 T;$

.'%&>1.' 1;$&$- ?.== $ 1&$1$- '%.-$'1.==@


SECTION A

:. Se1 = ale U V "emale U V

>. arital status= Single U V arried U V *thers U V

@. ducational level= -rimar# school certificate U VSS9 U VB.Sc. U V -h U V

. !ge group= :E2>? U V >E2@? U V@E2? U V

E2?? U V ?E and above U V

SECTION B

NB: *trongl! agree + * gree + Indifference + I

Disagree + D *trongl! disagree - *D

?. o #ou agree that sales promotion affects #our purchase

decision S! U V ! U V % U V U VS U V

E. o #ou respond well to sales promotion when there is

increase in price S! U V ! U V % U V U V

S U V

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A. o #ou agree that sales promotion b# 3+* encourages #ou to

tr# or adopt their package S! U V! U V % U V

U V S U V

C. o #ou agree that sales promotion has an impact on #our

bu#ing behavior S! U V ! U V % U V

U V S U V

D. o #ou agree that sales promotion brings about an increase in

the awareness of packages S! U V ! U V % U V

U V S U V

:;. o #ou agree that sales promotion acts as a quicker

means of informing #ou about package S! U V ! U

V % U V U V S U V

::.o #ou agree that sales promotion has a short term impact

rather than long term impact on #ou S! U V ! U

V % U V U V S U V

:>. o #ou agree that frequent sales promotion often gives

#ou a low impression on the standard of the package


V

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:@. o #ou agree that sales promotion helps to maintain

brand lo#alt# S! U V ! U V % U V U

V S U V

:. o #ou agree that sales promotion helps to increase

patronage S! U V ! U V % U V U V S U V

The Effectiveness Of Sales Promotion On Buying Behaviour.doc

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