MARKETING PROMOTION IN A DEPRESSED ECONOMY, PROBLEMS AND PROSPECTS

(A CASE STUDY OF CHOKIL LABORATORIES ENUGU)

By

Author

Presented To

Department of Marketing

     ABSTRACT

The purpose of the study on marketing promotion in a depressed economy is to find out whether marketing promotions have a positive effect on the profit of industries inspite of the depressive state of the economy and also to find out whether marketing promotion increases consumer’s demand of a product in a depressed promotion perform the same function to consumers.

To guide this study three research questions were formulated. A review of literature was done to ensure sound researcher to what has already been done to ensure sound understanding to 80 members of staff in Choki Laboratories (30 executive members and 50 Junior Staff).

Fourteen (14) items questionnaire was used and the data collected were analysed using cluster variable hypothesis was also tested findings were made and recommendations based on the findings were also made.

     LIST OF TABLES

Table 4.1: Responses on the Perception of Junior and Senior Staff of Choki Laboratories Enugu on a Positive Effect on the Profit of Industries in Spite of the Depressive State of the Economy

Table 4.2: Responses on Junior and Senior Staff of Choki Laboratories Enugu on the Extent to which Marketing Promotion Increases the Consumer Demand of a Product in a Depressed Economy

Table 4.3: Responses of Junior and Senior Staff of Choki Laboratories Enugu with Regard to Extent of Marketing Promotion can Increase Consumer Demand of a Product in a Depressed Economy

Table 4.4: Perception of Junior and Senior Staff of Choki Laboratories Enugu on the Extent which Marketing Promotion Perform the Same Function to Consumer

Table 4.5: Responses of Junior and Senior Staff of Choki Laboratories Enugu on the Mean Perception to which Extent Marketing Promotion can Perform the same Function to the Consumer in a Depressed Economy

TABLE OF CONTENTS

Title Page

Approval Page

Dedication

Acknowledgements

List of tables

Table of Contents

Abstract

CHAPTER ONE

1.0 Introduction

1.1 Background of the Study

1.2 Statement of Problems

1.3 The Purpose or Objective of the Study

1.4 Scope or Delimitation of the Study

1.5 Research Questions

1.6 Hypothesis where Applicable

1.7 Significance or Rational of the Study

CHAPTER TWO

2.0 Review of Literature

2.1 Effects of Depressed Economy

2.2 How a Depressed Economy can be Revamped

2.3 Historical Excursus of CHOKI Laboratories

2.4 Explanation of Marketing Promotion

2.5 An overview on each Promotional Tools (their Problems and Prospects)

2.5.1 Advertising

2.5.2 Sales Promotion

2.5.3 Public Relation

2.5.4 Personal Selling

2.6 Summary of Related Literature Reviewed

CHAPTER THREE

3.0 Methodology

3.1 Research Design

3.2 Area of the Study

3.3 Population for the Study

3.4 Sample and Sampling Procedure

3.5 Instrument for Data Collection

3.6 Validity of the Instrument

3.7 Rehability of the Instrument

3.8 Method of Data Collection

3.9 Method of Data Analysis

CHAPTER FOUR

4.1 Data Presentation and Results

4.2 Summary of Results

CHAPTER FIVE

5.0 Discussion, Implication and Recommendations

5.1 Discussion of Results

5.2 Conclusions

5.3 Implication of the Results

5.4 Recommendations

5.5 Suggestions for the Further Study

5.6 Limitation of the Study

References

Appendices