EFFECT OF POINT-OF-PURCHASE DISPLAY MATERIAL OF SALES AND PROFITABILITY OF SELECTED RETAIL OUTLET IN CALABAR

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Effect of point-of-purchase display material of sales and profitability of selected retail outlet in Calabar

a case Study of Value mart and Divine Favour supermarket.

Project Abstract: 

This study is an attempt to highlight the effect of point-of-purchase display material of sales and profitability of selected retail outlet in Calabar. The research is based on the use of primary and secondary method of data collection. The secondary data were obtained through reviews of textbooks, notebooks, journals, magazines, newspapers, and other printed materials related to the study. The primary data involved the use of questionnaire and oral interviews, and these were presented in tabular formats. Three hypotheses were formulated and tested using the chi-square analysis. This is intended to provide empirical support for the findings made from the primary research. From the study, there is a significant relationship between sales volume and profitability. Impulse purchase with the use of point-of-purchase display materials. The research concluded that point-of-purchase display materials as an appropriate promotion strategy is effective and positively constituted to increase awareness, impulse purchasing, education of customers, and assists in advertising a firm product. The study recommended that POP materials should be used to create awareness about a new and existing product of a firm.

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