THE ROLE OF SALES PROMOTION IN PRODUCT PERFORMANCE
(A CASE STUDY OF LEVER BROTHERS NIGERIA PLC (ABA))
By
Author
Presented To
Department of Administration
ABSTRACT
PLEASE NOTE:
This study attempts to access, evaluate and determine the Role of Sales Promotion in Product Performance of Lever Brothers Nigeria Plc
(Aba).
The objectives of the study therefore, was to find the following:
i) To determine the extent to which sales promotion has affected the sales level of LBN products,
ii) To find out how pervasive sales promotion has been on consumers buying behavior, iii) To compare the sales level before, during and after promotion (see
appendix ii abc).
iii) To find out problems associated with the marketing of the products using various sales promotion tools,
iv) To suggest and recommend an appropriate technique and innovation realizable in enhancing effectiveness and efficiency.
In pursuance of the above, a brief history of Lever Brothers Nigeria Plc which produces several lines of branded consumer products has been
high-lightened.
No research goes without limitation, a lot of problems were encountered in the course of this research and these limitations have
been properly presented in this work. The research started with the selection of the sample population and consequently determine the
sample size.
Research questions were used and tested through simple percentage for validation of results and decisions. While data were
collected from consumers and producers alike through the use of questionnaire, the account of major findings were presented and analyzed
in chapter four. Chapter five gives a summary of the study regarding the sole of sales promotion, makes appropriate conclusion and recommendations to
help all interested parties.
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