This research investigated the impact of sales promotion on small scale organisation with focus on Fan Milk Nigeria Limited. Three research questions were raise to guide the study while two research hypotheses were tested. The research employed descriptive survey research. Two sets of questionnaires was designed for the study. The questionnaires was administered on fifty staffs and fifty consumers using random sampling techniques and analysed using simple percentage for research questions and chi-square method of analysis to test the hypothesis. The findings of the study revealed that there is a significant impact of sales promotion on customers repeat purchase of a product. It also showed that there is a significant impact of sales promotion on the achievement of organisation set goals. The study concluded that sales promotion techniques adopted can determine consumers repeat purchase. It was therefore recommended that manufacturing organisations should always engage in more promotional mix strategies and should also be creative to consumers in order to enhance and boost sales revenue.
TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study
1.2 Statement of Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Research Hypotheses
1.6 Significance of the Study
1.7 Scope of the Study
1.8 Limitation of the Study
1.9 Operational Definition of Terms
CHAPTER TWO: LITERATURE REVIEW
2.0 Introduction
2.1 Conceptual Review
2.1.1 Concept of Sales Promotion
2.1.2 Types of Sales Promotion
2.1.3 Impact of Sales Promotion on Organisation Performance
2.2 Empirical Review
2.3 Theoretical Review
2.4 Historical Background of the Case Study (Fan Milk Nigeria Plc)
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction
3.2 Research Design
3.3 Population of the Study
3.4 Sample and Sampling Techniques
3.5 Research Instrument
3.6 Procedure of Administration of Instrument
3.7 Method of Data Analysis
CHAPTER FOUR: RESULTS AND INTERPRETATION
4.1 Analysis of Consumer’s Questionnaire
4.2 Analysis of Organisation’s Questionnaire
4.3 Testing of Hypothesis
CHAPTER FIVE: DISCUSSION, CONCLUSION AND RECOMMENDATIONS
5.1 Discussion of Findings
5.2 Conclusion
5.3 Recommendations
References
APPENDIX I: Organisations’ Questionnaire
APPENDIX II: Consumers’ Questionnaire
