THE IMPACT OF PROMOTIONAL ACTIVITIES ON THE MARKETING OF GOLDEN MORN PRODUCT IN ENUGU METROPOLIS

Modern marketing companies are increasing, recognizing the value of an effective communication and promotion Programme for their entire public. This includes Beverage industries. Their product encompasses vegetable commodities that significantly affect our life’s. However, this project dealt on the “The Impact of Promotional activities on the marketing of Golden Morn Product in Enugu Metropolis. This was divided into five chapter. The chapter one contained the introductory part of the project. Literature review, research design, data presenting and analysis, conclusion and recommendation made up other four chapters. 

The researcher made use of both primary and secondary data, structured questionnaires were the methods used for the collection of primary data, and secondary data were also collected from textbook and various research materials.  The researcher used population of 465072 selected randomly. But using Taro Yamani, a sample size of 400 was used.

 In chapter four table and Chi-square was used as a statistical tool for analyzing the data.  In which he recommended that the price of Golden morn product should be reduced as the research data showed that its consumers were price sensitive and they should embark on aggressive promotion activities and sales promotion to real their target customers and reduce and their target customer and reduce an the activities of competitor as the data show there are may competitors. The concluded that they showed he used by the company to reduce the effect of competitors and help to maintain stable price for their product.

Title Page          ii

Certification         iii

Dedication          iv

Acknowledgement        v

Abstract           vi

Table of Content        vii

CHAPTER ONE:

1.1 Introduction        1

1.2 Statement of problem      4

1.3 Objectives of study       5

1.4 Research question       ` 6

1.5 Formulation of Hypotheses      6

1.6 Significance of the study      7

1.7 Scope of the study.       8

References 

CHAPTER TWO

2.1 Overview  of Marketing       11

2.2 The promotional mix       12

2.3 Overview  of marketing       16

2.4 The promotional Mix       17

2.5 Nature and importance of marketing promotion  25

2.6 The Promotional objectives     31

2.7 The impact of Promotion on marketing    34

CHAPTER THREE

Research Methodology 

3.0 Research methodology       39

3.1 Sources of Data       39

3.2 Population of study        40

3.3 Determination of  Sample Size     40

3.4 Sampling Technique       41

3.5 Research Instrument Used     42

3.6 Limitation of the study       44

CHAPTER FOUR

4.0 Presentation Analysis and Interpretation of Data

4.1 Presentation of Analysis Of Data   47 

4.2 Testing of hypothesis.     54

CHAPTER FIVE

5.0 Summary of Findings, Recommendation and Conclusion

5.1 Summary of Findings.     65 

5.2 Recommendation      67

5.3 Conclusion        67

Bibliography       

Questionnaire 

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