PROMOTIONAL STRATEGY OF MR BIGGS KADUNA BRANCH AND ITS IMPACT ON SALES TURNOVE

ABSTRACT

The study examines promotional strategies of Mr. Biggs Kaduna branch and its impact on sales. To this end the following research questions guided the study: To what extent are Mr. Biggs fast food outlets in Kaduna metropolis using promotional mix elements? What are the effects of promotional mix elements that is used Mr. Biggs fast food outlet in Kaduna metropolis on consumers purchasing decision making? What is the contribution and efforts of sales promotion in improving the sales of Mr. Biggs fast food outlets in Kaduna metropolis? What are the constraint militating against sales promotion in Mr. Biggs fast food outlets in Kaduna metropolis? The survey study design was utilize and the questionnaire constitute the instrument of data collection. The data obtained from the field were analyzed with the statistical mean scores and presented in a five likert table. The finding of the research indicates that Mr. Biggs fast food outlets in Kaduna metropolis use promotional elements periodically. The effect of promotional mix used in Mr. Biggs fast food outlets on consumers purchasing decision making are that promotional mix creates demand as such increase sales volume in Mr. Biggs. promotional mix is also persuasive which make people to buy even when they don’t need such goods, hence increase sales in Mr. Biggs Furthermore effective utilizati-on of promotional mix lead to a growth in sales volume in Mr. Biggs. The contributions and efforts of sales promotion in improving the sales of fast food outlets in Kaduna metropolis are that Organization are compel to adhere to Promotional quality in order to make good sales. Sales Promotion also creates standard through competition and Sales Promotion creates awareness about product of Mr. Biggs. The constraints militating against sales promotion in Mr. Biggs fast food outlets in Kaduna metropolis are basically financial constraint and technical constraint. Based on the findings it was recommended that Mr. Biggs food should conduct Sales promotion directly and avoid the use of marketing consultants. This will help them to get a good grip of personal selling and effectively utilize it as a veritable tool of promotion.

TABLE OF CONTENT

Title page                                                                                                             i

Declaration                                                                                                                     ii

Approval Page                                                                                                     iii

Dedication                                                                                                           iv

Acknowledgement                                                                                               v

Abstract                                                                                                              vii

Table of contents                                                                                                  viii

CHAPTER ONE: INTRODUCTION

1.0      Introduction                                                                                              1

1.1            Background to the study                                                                   3

1.2            Statement of the problem                                                                  4

1.3            Objectives of the Study                                                                     5

1.4            Research Questions                                                                                    6

1.5      Significance of the Study                                                                 7

1.7     Scope of the study                                                                            7

1.8     Definition of term                                                                             8

CHAPTER TWO: LITERATURE REVIEW

2.0 Introduction                                                                                                   10

2.1 Concept of Promotional Mix                                                                         10

2.2 Components of promotional mix                                                                   17

2.2.1 Advertisement                                                                                             18

2.2.2 Personal Selling                                                                                           19

2.2.3 Sales promotion                                                                                          20

2.2.4 Publicity                                                                                                      20

2.2.5 Use of Publicity                                                                                           20

2.2.5 Public relation                                                                                             20

2.3 Impact of promotional mix element in promoting fast food outlets               21

2.4Challenges militating against promotional mix element in promoting fast food  outlets                                                                                                                        23

2.5 Summary                                                                                                       26

CHAPTER THREE: RESEARCH METHODOLOGY

3.0 Introduction                                                                                                   28 

3.1 Research Design                                                                                   28

3.2 Area of the Study                                                                                           28

3.3 Population of the Study                                                                                 29

3.4 Sampling size and Sampling Procedures                                                        29

3.5 Administration of data collection Instrument                                       29

3.6 Method of Data Analysis                                                                               30

CHAPTER FOUR: DATA ANALYSIS AND PRESENTATION

4.0 Introduction                                                                                                   31

 4.1 Respondents Characteristics                                                                         31

4.2  Data Analysis                                                                                               32

4.3 Summary of Findings                                                                           37

CHAPTER FIVE: SUMMAY CONCLUSION AND RECOMMENDATION

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