Effect of Sales Promotion on Marketing Performance of Polyunwana Sachet Water
This study focuses on effect of sales promotion on the marketing performance of Polyunwana sachet water. One of the objective of this research is to investigate if sealed sachet water attract customer patronage and enhance increase profitability of Polyunwana sachet water in the market place. The researcher used primary and secondary source in collecting data. The researcher make use of the total population because the population size was small that is 18. The research hypothesis in the study include among others; Ho: Environmental factor such as cleanliness does not enhance the sales performance of Polyunwana sachet water. In conclusion the researcher found out that sales promotion helps to enhance performance and development of Polyunwana sachet water. The researcher recommended that the organization should always ensure that the environment is always clean and free form odor so as to get
more customer without loosen any.
- Background of the Study
Marketing is more than sales promotion that without sales promotion there can not be marketing. This implies that sales promotion is the engine of the economy, a lubricant to marketing.
Therefore, sales promotion according to Kotler and Armstrong (2001) can be defined as a short term incentive to encourage the purchase or sales of a product or services.
The analysis in the definitions centrally used to complement the other promotion method and sales promotion objectives usually focus on promoting some short-term actions.
The effect of sales promotion has increase the important factor in directing, and accomplishment of any organizational objective or goal by enhancing cooperation and promotion of an organizational performance.
Through the impact that sales promotion has contributed, an organization has been able to facilitate in the introduction of some product through the use of samples, demonstration, tail run, guaranteed visit to factory and on the other hand, processes production positioning.
Sales promotion has consideringly influence on contemporary society and commerce. But how effective has sales promotion through marketing has been able to discharge this generous tasks and what the problem militating against the realization of the set of goals
1.2 Brief History of Polyunwana Sachet Water
This work is directed to the Polyunwana Sachet water enterprise, Afikpo North of Akanu Ibiam Federal Polytechnic Unwana in agreement with Prof Francis O Otunta (Former Rector) constituted the Enterpreneurship team with Engr. Ihemadu O.C as the Chairman and Mr. Urom Emmanuel O. Mr. D. N. Ikpe, Mr. E.E Onyencho and Mr. Louis Nwaogwu and other members of the team.
The team has floated a legal business arm, known as Polyunwana consultancy limited (Plc) which is of the water factory named “Polyunwana Sachet Water.
Management in response on August 10, 2010 effected charges in changes in the nomenclature of the officers of the team which terminated the existence of the team and replace it with Polyunwana Entrepreneurship Centre (P.E.C).
P.E.C has Engr. Dr. Ihemadu O.C as Ag Director. But currently Mr. Ossai A. is the chairman Mrs. Rosemary Chineyere Jocab is the secretary other members include Mr. Urom Emmanuel O. , Mrs. Ify Ahaiwe, Mr. E.E Onyeneho, Mr. D.N. Ikpe.
1.3 Statement of the Problem
In any competitive market, marketing manger often faced with the problem of how to determine the nature and demand pattern of the company products in the minds of the new target customer in order to achieve the desired result, the sales promotion must be considered important in all aspect.
As a result of good quality of Polyunwana sachet water together with the satisfaction derivable by the company customers. The firm have recorded a high customer patronage more than other sachet water enterprise like E &E sachet water and royal sachet water enterprise, because of the high patronage, the firm has also recorded high productivity in their output.
If Polyunwana sachet water enterprise can sealed the sachet water very well and also maintain odorless and tasteless water it will attract more customer patronage and equally increase sales volume of Polyunwana sachet water enterprise. Again due to the environmental factor such as cleanliness, the sales performance of the firm will be on an increased side.
If Polyunwana sachet water enterprise is allowed by the other firms, the company (Polyunwana enterprise) will take the lead in the market on sachet water industry. equally, if Polyunwana sachet water can enhance performance by it will make the firm to remain in the market and this will cause a great development it he firm and the society at large but if the firm fails to maintain their performance, the company position in the market will be taken by other firm.
1.4 Purpose of the Study
The purpose of this study is to determine the effect of sales promotion on the marketing performance of Polyunwana sachet water.
- To investigate if sealed sachet water attract customer patronage and profitability of Polyunwana sachet water in the market place.
- To investigate whether odorless and tasteless increases sales volume of Polyunwana sachet water
- To investigate if environmental factor such as cleanliness enhance the sales performance of Polyunwana sachet water enterprise.
- To find out whether customer patronage increases productivity of Polyunwana sachet water.
1.5 Research Questions
The following research questions were asked;
- In what ways does sealed water attract customer patronage and profitability of Polyunwana sachet water?
- How does odorless and tasteless water increase sales volume of polyunwana sachet water?
- In what ways does environmental factor such as cleanliness enhance the sales performance of Polyunwana sachet water?
- How does customer patronage increase productivity of Polyunwana sachet water?
1.6 Research Hypotheses
The following hypotheses were formulated:
- HO: Sealed water does not attract customer patronage and profitability of Polyunwana sachet water.
Hi: Sealed water attract customer patronage and printability of Polyunwana sachet water.
- HO: Odorless and tasteless water does not increase sales volume of Polyunwana sachet water.
Hi: Odorless and tasteless water increases sales volume of Polyunwana sachet water.
- Environmental factor such as cleanliness does not enhance the sales performance of Polyunwana sachet water.
Hi: Environmental factor such as cleanliness enhances sales performance of Polyunwana sachet water.
- Ho: customer patronage does not increase productivity of Polyunwana sachet water.
Hi: customer patronage increases productivity of Polyunwana sachet water.
- Scope of the Study
The research concentrate on the effect of sales promotion on the marketing performance of Polyunwana sachet water.
The research is also concern to investigate if sealed water odorless and tasteless water attract customer patronage and increase sales volume of Polyunwana sachet water.
1.8 Limitations of the Study
The following factor hindered the researcher from carrying out the study:
The researcher was limited by the inability of the respondent to answer certain question as it concern the following factor such as the profit strength of the firm, the salary skill of the firm and the firms security capacity.
The respondents was usable to give information about what the profit of the firm is weekly monthly and annually which could have been of help to the researcher to encourage individual, group and the public at large who are interested to start up such a business
Here, the respondents did not give our information as it concern what a basic salary of each worker to the firm is either weekly, monthly or annually as the case may be which could have be a motivator or people to apply for job in the company.
The respondents was unable to disclose to the researcher how the firm has dealt with the company’s internal and external environment factor such as the supplier, customer and, or Economics, political and cultural factor.
The researcher was also limited as a result of the respondents not attending to the questionnaire serve to them by the researcher.
This factor on its own has hinder the researcher from getting the necessary information that will be of help to the researcher for the completion of this project.
1.9 Significance of the study
There is no doubt that the finding of this study will be of benefit to the management of federal Polytechnic Unwana.
This study would be benefit to other sachet water producing firm. This is because the study would enable the other firms to enhances profitability.
This study expose the researcher to many area of human entrepreneurial as appreciation. It will also be of help to other academician who will find this study useful by carryout further research on it.
This study will explore and unveil the indispensable place of sales promotion to the buyers as a tool to communicate a product existing features terms and benefits to the company’s target market. It will also provide the buyers strategic means of positioning the firms product in the minds of target market.
This study will provide adequate information to the government that will serve as a means of gaining sufficient knowledge and understanding in the area of business regulation it will also help the government to investigate properly whether the business help it increase the economy of the nation.
This study will as well help the community to know the product that the firm is supplying is recommended or not. It will also expose the community to know if the company has the community in mind by given the entitlement.
1.10 Definition of Terms
Some of the key terms defined include PCL: This acronym is refers as Polyunwana consultancy limited under the Polyunwana Entrepreneurship centre (P.E.C) manager and supervision.
They are subsidiary unit of Polyunwana entrepreneurship centre incharge of sachet water production and other business unit.
This is an assessment of the practicality of a proposed project it aims to objectively and rationally uncover the strengths and weakness of an existing business or proposed ventures, opportunities and threats present in the environment, the resources required to carry through and ultimately the prospects for success.
In its simplest terms, the two criteria to judge feasibility are cost required and value to be attained.
A well-designed feasibility study should provide a historical background of the business or project, a description of the product or service, accounting statement, marketing and policies, legal requirement and tax obligations.