1.1 BACKGROUND TO THE STUDY
One of the major pillars of marketing is the provision of goods and services to satisfy the needs and wants of the consumer at a profit to the firm. Thus the provision of product for the satisfaction of the consumer or customer is the focus of marketing thereby making product a fundamental tool of marketing. But Ebue (1990:1) stated that if you product, package it brilliantly, price it, rightly distribute it well and position it to best meet the needs of customer you must have wasted all the marketing skills if nobody knows you have those things. Your customers will only know through promotional activities.
It becomes imperative that a firm must not only create high quality goods that meets the expectations of the target market but tell success story. That is disseminate information about the product attributes and benefits to the target market.
Adirika, Ebue and Nnolim (2006:35), see promotion as the component used by the organization to inform, educate and persuade the market regarding the company’s offerings:- advertising, personal selling sales promotion, publicity and public relations are the major variable of promotional tools.
The myopic thinking in Nigeria, that the money spent in promotional activities is a waste should not crop up at all although, we are operating in a sellers’ market, where companies can sell their goods and services even without adequate promotion. There is no guarantee that such a situation will continue forever. Promotion like distribution is one of the elements of the firm. Marketing mix and it seeks to inform the public of the availability of goods and services and their communication cycle between those engaged in production and those in consumption. The need for product promotion exists in both surplus and scarcity condition. This is because in trying to inform, promotion can often persuade and so can be a useful means to a desirable social change if well utilized.
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. (According to onah and Nnolim (2008:9) decisions with these components of promotional mix in order to accomplish the objectives of any given organization) the Beverage industry for sometimes now is very lucrative, this has brought so many Beverage industries into their market, thus leading to competition in other to survive the competition beverage industries should pay adequate attention to the issues that involve decision making in designing an appropriate promotion strategies for survival. It is because of the importance of promotion not only as tool for informing the company that the researcher tries to examine the impact of promotional activities on marketing products.
1.2 STATEMENT OF PROBLEM
Here, many consumers do not patronize a company’s product when they are ignorant of its existence. Insufficient and inadequate use of marketing communication tools lead to low sales turnover. Given the competitive pressure attributable to escalating cost, increased industrial concentration as the result of acquisitions and mergers, the threat of product obsolescence inherent in accelerating technological innovation. It is clear that promotional policies have becomes questions of acute importance to the manufacturer as well as the marketer.
There has been a sharp increase in the number of Beverage products (both locally manufactured and imported) thus leading to competition and this competition is becoming fierce and cutthroat. Infact, the creation of an effective promotional strategies would be an essential step towards creating a marked.
1.3 OBJECTIVES OF THE STUDY
These objectives are
1.4 RESEARCH QUESTIONS
1.4 FORMULATION HYPOTHESIS
The following hypothetical statements are designed to help us in representations in both null and alternative.
Ho: Promotional activities influences consumer patronage of Golden morn in Enugu metropolis.
Hi: Promotional activities do not influences consumer patronage of Golden morn in Enugu metropolis.
Hi: Promotional activities do increase awareness the market share of Golden morn in Enugu metropolis.
Ho 2
Ho 3
Ho 4
Hi 4
Promotion is not complete until the golden morn ends up being consumed. The study will be of great benefit to the industry as well as individuals. This study will help the researcher appreciate how to use promotional activities in introducing and increasing sales of any product. it will also enable the company gain their confidence and goodwill. This study will help customers to improve their standard of living as they had been made aware through promotion. it will equally be of great benefit to readers and researcher as it may form a base for further researchers and more over it will widen their scope of understanding and knowledge of promotion.
1.6 SCOPE OF THE STUDY
This study is designed to examine promotional activities on the marketing of Golden morn. This study is restricted to Enugu state. It will cover the management staff and consumers that are been exposed to the Golden morn product.
This study concentrated on the impact of promotion on the marketing of Golden morn products in Enugu metropolis on improving company’s performance with this particular interest on Golden morn.
The study intends to figure out how the promotional tools techniques such as advertising, personal selling, sales promotion, publicity and public relation will be used in improving the company’s performance with particular interest on marketing of golden morn in Enugu metropolis.