EFFECTS OF PROMOTIONAL STRATEGIES ON THE SALES

OF AN

ORGANISTION

A CASE STUDY OF UNILEVER NIGERIA PLC

BY

IBRAHIM ADEKUNLE, AGBOOLA

11D / 27BA / 242

Ibrahimagboola01@gmail.com

07031391303

A RESEARCH PROJECT SUBMITTED IN PARTIAL

FULFILMENT OF THE AWARD OF A BACHELOR OF
SCIENCE (B.SC.) DEGREE IN BUSINESS AND
ENTREPRENEURSHIP OF THE SCHOOL OF BUSINESS AND
GOVERNANCE, DEPARTMENT OF MANAGEMENT
SCIENCES, COLLEGE OF HUMANITIES, MANAGEMENT AND
SOCIAL SCIENCES, KWARA STATE UNIVERSITY, MALETE.

MAY 2014

SUPERVISOR: DR. ISSA, ABDULRAHEEM

 ATTESTATION/CERTIFICATION

I, Ibrahim Adekunle Agboola hereby attest that this research work

was conducted by me and has not been submitted for an award of any
degree in any higher institution before.

SIGNATURE OF THE STUDENT:

DATE:

I certify this research work is the original work of

………………………………….…………………………………… and
was conducted under my supervision

NAME OF SUPERVISOR: Dr. Issa, Abdulraheem

SIGNATURE OF SUPERVISOR:
…………………………………………

DATE: ………………….

NAME OF HEAD OF DEPARTMENT: Prof. Mashood Nasser

SIGNATURE OF HEAD OF DEPARTMENT:

…………………………….

DATE: …………………………………………………

NAME OF EXTERNAL EXAMINER:

……………………………………….

SIGNATURE OF EXTERNAL EXAMINER:

………………………………..

DATE: ……………………………………….....
 TABLE OF CONTENT

CONTENT
PAGES
Tittle page
Attestation / certification
Content
Dedication
Acknowledgements
Abstract
CHAPTER: INTRODUCTION

1.0 Introduction
1.1 Statement of the Research problem

1.2 Objectives of the Research

1.3 Significance of the Study

1.4 Scope of the Study

1.5 Research Question

1.6 Research Hypotheses

1.7 Limitations of the Study

1.8 Terms and Abbreviations

CHAPTER TWO: LITERATURE REVIEW

2.0 Introduction

2.1 The Promotional Strategy of an Organisation

2.2 Objectives of Promotional Strategy

2.3 Advertising

2.4 Personal Selling

2.5 Direct Marketing

2.6 Sales Promotion

2.7 Public relations

2.8 External factor influencing the choice of Promotional Strategy

2.8:1 The Product and Industry

2.8:2 Types of Product

2.8:3 Product Uniqueness

2.8:4 Technology Orientation of the Industry

2.8:5 Cultural Specificity of the Product

2.9 The company

2.9:1 Firm International experience

2.9:2 Export Sales Goals for the Venture

2.9:3 Entry Scope

2.9:4 The Export Market

2.9:5 Similarity of Legal Regulation

2.9:6 Competitiveness of Export Market

2.9:7 Product familiarity of Export Consumers

2.10Other external factors influencing the choice of Promotional Strategy

2.10:1 Country of Origin Image

2.10:2 Economic factors

2.10:3 Advertising Infrastructure

2.11 Adaptation and Standardization of the Promotional Strategy

2.11:1 Adaptation

2.11:2 Standardization

2.12 The Contingency Theory

CHAPTER THREE: RESEARCH METHODOLOGY

3.0 Introduction
3.1 Historical of Background of the case study

3.2 Research philosophy

3.2.1 Epistemology

3.2.2 Ontology

3.2.3 Axiology

3.3 Important of Research methodology

3.4 Case Study

3.4.1 Determine and define the research question

3.4.2 Selecting Case and Determine Data Gathering Analysis Techniques

3.4.3 Prepare to Collect the Data

3.4.4 Collection Data

3.4.5 Evaluation and Analyzing the Data

3.4.6 Prepare the report

3.5 Source of Data

3.5.1 Primary Data

3.5.1.1 Advantage of Primary Data

3.5.1.2 Disadvantage of Primary Data

3.5.2 Secondary Data

3.5.2.1 Advantages of Secondary Data

3.5.2.2 Disadvantage of Secondary

3.6 Study Population

3.6.1 Sampling and Sampling Techniques

3.7 Research Instrument

3.7.1 Advantages of the Questionnaire

3.7.2 Disadvantage of the Questionnaire

3.8 Data Analysis Techniques

3.9 Ethical Issue

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.0 Introduction

4.1Interpretation of Data

4.1.1 Part A (Bio data)

4.1.2 Part B (Research Question)

 4.2 Statistical Analysis

4.3 Test of Hypothesis

4.3.1 Hypothesis One

4.3.2 Observed Table

4.3.3 Decision Rule

4.3.4 Hypothesis Two

4.3.5 Expected Value

4.3.6 Decision Rule

4.4 Result

CHAPTER FIVE: SUMMARY, CONCLUSION AND

RECOMMENDATION

5.1 Summary. 65

5.2 Conclusion

5.3 Recommendation

References

Specimen Questionnaire

DEDICATION
 This project works is especially dedicated to the glory of Almighty
Allah, the Beneficent, the merciful and the Holy, for his mercy on me
through my Degree programme and for sparing my life till this moment.
And to my loving parents Mr. and Mrs. Agboola, may Almighty Allah
have his mercy on them both as they did care for me when I was little.
Amen.
 ACKNOWLEDGMENTS

I wish to register my profound gratitude to Almighty Allah, for the

perfect health he granted me throughout my study in this institution and
for given me an opportunity to write this project work and for complete
success he gave me in my degree program in Business and
Entrepreneurship studies.

My sincere acknowledgement to my lecturers in the school of

business and governance for the knowledge given to me. First and forest
most to my able and capable project supervisor Dr. Issa, Abdulraheem for
sparing his time in going through this research work and correcting it for
better outcome may Almighty Allah have his mercy on him.

Many thanks to my guidance and lecturers in the department of

management science; Prof. Muritala Awodun, Dr. Issa Abdulraheem, Dr.
Hakeem Ajonbadi (Ajons), Mr. Ismail Yusuf, Mrs. Omolara Ojulari,
Baba Aransiola, Mr. Adebola, Allaji Rahmon Mustapha and others, for
making me to know what management all about and for their excellent
guidance, caring, patience and support throughout the program may
Almighty Allah have his mercy on them.

A tree cannot make forest they say. I am deeply indebted, thanks

all the people surrounding me in the school, it so painful that 20 children
cannot play for 20 years, wise to see every one of you in good position
when next will be seeing our self; let mention the person like; Comrade.
Akanbi Kayode, Abdul Ganiyu (Ewe in Kwara poly, comrade in kwasu,
Prof. Puyo, Lokopio Waranja among friends) a very nice, greatest and
strong person indeed, I cannot under estimate the contribution of Mr.
Abdul Kareem Toyin Ibrahim (Daddy Farida), a very supportive man and
encouraging person. I cannot left out other people like Abdulrahmon
Idris, Sheriff Abdul Malik, Kayode Olayinka, A. Ayoola and others.

To my Co - Executives of the department, that make the success of

my office possible when I was there as the financial secretary of National
Association of Business and Entrepreneurship (NABES)

I would also like to thank all the members of Entrepreneurship

Action US (ENACTUS), my able team leader David Anaka and also my
group members am saying big thanks to you as the group leader of
project R3.

My sincere acknowledgment to my business partner, the person of

Ajao Afis Folorunsho for his contribution to make possible the ways of
financing ourselves without looking from home most time, and for the
reformation and Amalgamation of the two businesses i.e. Bremah
worldwide enterprise and Afho white enterprise to what we have today
Bremfho Pan African Enterprise. May Almighty Allah help us in forming
this to a big multination company, may Almighty Allah guide us and be
with us. Amen

I would also like to recognize the effort of my course mates Ajagbe

Toyosi Mariyam (ATM), Akansia Blessing, Togun Lateefat, Babatunde
Basirat, Hammed Agbesinga, Yusuf Amuda, Galaticos and others for
their educating gesture throughout our stay in school may Almighty Allah
assist you in all your endeavors.

Lastly I am deeply indebted to the best parents in the world Mr. &
Mrs. Agboola & my dearest family for their moral, financial and spiritual
support, whose prayer and encouragements sustained me all throughout
my program whose constant to and sweet solely financial my education.
Parents who would stop at nothing to see their children have a good
quality education my Almighty Allah grant them long life and prosperity
to reap the fruit for their labour, may Almighty Allah have mercy on them
both as they did care for me when I was little Amen.

It is a great pleasure for me to express my special thank to my

brother in-law and guardian Dr. Abdul Rahman Abdul Azeez for his
moral and guidance through my educations may Almighty Allah assist
you in all your Endeavors

I cannot forget to appreciate my younger once, like Agboola Aisaht

Adeola, Agboola Abdul Kabiru Olayode, Agboola Ajarat, and Agboola
Usman, Also big thanks Afolabi family for their support. Big thanks to
other people who deserve to get one.

Thank you all.

Ibrahim Agboola Adekunle

Bremah Pan African Concepts

07031391303

Ibrahimagboola01@gmail.com
 ABSTRACT

Innovation and existing products are valueless to the society unless

are brought out of the factories. They are of value only when knowledge
of the product is dispersed to those who can use them or whom will
consume it. Strategy is a system or tactics used by the companies to
entice customer to purchase their company's products. It describes the
direction organisation within its chosen environment and guides the
allocation of resources. Promotion is the various efforts that a company
renders to seek the sales growth and to create awareness and eventually,
enhance repeats by customers. Promotional strategy is the marketing tools
designed to persuade consumers to buy or use the company's products by
offering and incentive not provide by the regular package, brand, or even
the original of the product.
 CHAPTER ONE

1.0 INTRODUCTION

Innovation and existing products are valueless to the society unless

they are brought out of the factories. They are of value only when
knowledge of the product is dispersed to those who can use them or
whom will consume it.

Marketers need to identify as many characteristics of potential buyers

as possible, i.e. what they like, whom and why they buy, what they buy
etc. A company can produce best product, package it wisely and
distribute it wisely and position such products to the consumers appeal.
All these marketing skills will be a waste, if nobody knows the
significance of such efforts that have being put in place. The most
important things that matters is getting the products to the notice of the
potential customers.

Production is the most aspect which the society currently focuses on

because it includes all activities that create something of value. Based on
this, marketing planners most design the promotional strategy with the
aim of achieving the organization objectives. Therefore, needs stimulate a
grater drive within customers for some goods and services that will
satisfy their needs with the huge number and varieties of wants. The
markets or customers need great deed of information in order to satisfy
their needs.

Therefore Promotion strategies are concerned with the planning,

implementation, and control of persuasive communication with
customers. These strategies may be designed around advertising, personal
selling, sales promotion, or any combination of these. The first strategic
issue involved here is how much money may be spent on the promotion
of a specific product/market. The distribution of the total promotional
budget among advertising, personal selling, and sales promotion is
another strategic matter. The formulation of strategies dealing with these
two issues determines the role that each type of promotion plays in a
particular situation. Clear-cut objectives and a sharp focus on target
customers are necessary for an effective promotional program. In other
words, merely undertaking an advertising campaign or hiring a few
salespeople to call on customers may not suffice. Rather, an integrated
communication plan consisting of various promotion methods should be
designed to ensure that customers in a product/market cluster get the right
message and maintain a long-term cordial relationship with the company.
Promotional perspectives must also be properly matched with product,
price, and distribution perspectives.

1.1 STATEMENT OF THE RESEARCH PROBLEM

Is there any relationship between promotional tool and

organizational productivity?

1.2 OBJECTIVES OF THE RESEARCH

 To examine the various promotional strategies and its effects

on the organisation
 To examine the impact of promotional strategies on the sales
of an organisation.

1.3 SIGNIFICANT OF THE STUDY

Based on the problem discussion above, the purpose of this project

work is to gain a better understanding of promotional strategies and its
impact on the sales of an organisation.
1.4: SCOPE OF THE STUDY

This research work tends to analysis the impact of promotional

strategies on the sales of an organization.

The scope of the study will cover the activities of unilever brother
Nig. Plc as the study, but only the selects products would be consider,
also the study will lay. Particular emphasis on the following promotion
mix

i. Advertising
ii. Personal selling
iii. Scale promotion
iv. Public relation
v. Direct mall

Similarly, the scope of the study will also include the promotional
strategies, use to find out if they favour the company or not.

1.5 RESEARCH QUESTIONS

Based on the problem discussion above, the purpose of this thesis

is to gain a better understanding on promotion strategies in the
organisation. In order to fulfil this purpose three research questions have
been constructed and will be used as a foundation for the research:

Q1: How can the promotion mix for organisation be described?

Q2: How can the external factors influencing the choice of promotion
strategy for organisation are described?

Q3: How can the adaptation vs. standardization of the promotion

strategy for organisation are described?
1.6 RESEARCH HYPOTHESES

The variables will be measured based on the following hypothesis

1. Ho: There is no significant impact of promotion on sales volume

of the company

H1: There is significant impact of promotion on sales volume of

the company.

2. H0: There is no significant relationship between customer buying

behavior and sales promotion

H1: There is significant relationship between customer buying

behavior and sales promotion

1.7 LIMITATIONS OF STUDY

In any study, the success of failure of the study depend largely in

methods or ways of collecting data and how intelligently one is able to
present and analyzed these data collected. The exercise also consumes
much money and time, and it also affects the lecture in the school.
Another problem encountered is lack of adequate literature especially on
the subject matter.
1.8 TERMS AND ABBREVIATIONS

EFFECTS: According to the Oxford Advanced Learner’s Dictionary

effect mean a change that somebody or something causes into something
or somebody

PROMOTION: This involves the various efforts the company renders to

seek the growth and to create awareness and eventually enhance repeat
purchases by customers.

STRATEGY: A system or tactics used by the companies to entice

customers to purchase their company’s product. It describes the direction
of organisation within it chosen environment and guides the allocation of
the resources.

SALES: According to the Oxford Advanced Learner’s Dictionary sales

mean the act or process of selling something i.e. goods or services

ORGANIZATION: A group of people identified by a shared interest or

purpose. It is also the coordinating of separate components into a unit or
structure.

PROMOTIONAL STRATEGY: This is the marketing tools designed to

persuade consumers to buy or use the company’s products by offering
and incentive not provided by the regular package, brand, or even the
original of products.
 CHAPTER TWO

LITERATURE REVIEW

2.0 INTRODUCTION

This chapter begins with a relevant literature on promotional mix

for an organisation followed by the external factors influencing the choice
of promotional strategy, and thereafter the concepts regarding adaptation
and standardization of promotion will be discussed.

2.1 THE PROMOTIONAL STRATEGY OF AN ORGANISATION

Promotion according to Brassington & Pettitt (2000) is the direct

way in which an organisation communicates the product or service to its
target audience. Thomas (2002) promotion strategies are concerned with
the planning, implementation, and control of persuasive communication
with customers. These strategies may be designed around advertising,
personal selling, sales promotion, or any combination of these.

According to Armstrong G. (2002) firms use various elements to achieve

their promotional objectives. Promotion consists of two components;
personal selling and non-personal selling. Personal selling is a
promotional presentation made on a person-to-person basis with a
potential buyer. Non-personal selling consists of advertising, sales
promotion, and public relations. The promotional strategies are a
combination of personal selling and non-personal selling. Marketers
attempt to develop a promotional mix that effectively and efficiently
communicates their message to target customers.

Promotion is the method you use to spread the word about your product
or service to customers, stakeholders and the broader public. Once you
have identified your target market, you will have a good idea of the best
way to reach them, but most businesses use a mix of advertising, personal
selling, referrals, sales promotion and public relations to promote their
products or services. (Small Business Development Corporation June
2011).

Brassington & Pettitt (2000) has categorized the promotional tools

into five main elements;

 Advertising

 Personal Selling

 Direct Marketing

 Public Relations

 Sales Promotion

2.2. OBJECTIVES OF PROMOTIONAL STRATEGY

Armstrong G. (2002) promotional strategy objectives vary among

organizations. Some use promotion to expand their markets, others to
hold their current positions, still others to present a corporate viewpoint
on a public issue. Promotional strategies can also be used to reach
selected markets. Most sources identify the specific promotional
objectives or goals of providing information, differentiating the product,
increasing sales, stabilizing sales, and accentuating the product's value.
An organization can have multiple promotional objectives.

 Providing Information: In the early days of promotional

campaigns, when there was often a short supply of many items,
most advertisements were designed to inform the public of a
product's availability.
 Differentiating the Product: Marketers often develop a
promotional strategy to differentiate their goods or services from
those of competitors. To accomplish this, they attempt to occupy a
"position" in the market that appeals to their target customers.
Promotions that apply the concept of positioning communicate to
consumers meaningful distinctions about the attributes, price,
quality, or usage of a good or service.

 Increasing Sales: Increasing sales volume is the most common

objective of a promotional strategy. Some strategies concentrate on
primary demand, others on selective demand. Sometimes specific
audiences are targeted.

 Stabilizing Sales: Sales stabilization is another goal of

promotional strategy. Sales contests are often held during slack
periods. Such contests offer prizes (such as vacation trips, color
televisions, and scholarships) to sales personnel who meet certain
goals. Sales promotion materials calendars, pens, and the like are
sometimes distributed to stimulate sales during off-periods.
Advertising is also often used to stabilize sales. Hotels are crowded
on weekdays with business travelers, but these people go home on
Friday. So many hotels promote "weekend packages" at lower rates
to attract tourists and vacationers. A stable sales pattern allows the
firm to improve financial, purchasing, and market planning, to
even out the production cycle and to reduce some management and
production costs. The correct use of promotional strategy can be a
valuable tool in accomplishing these objectives.
  Accentuating the Product's: Value Some promotional strategies
are based on factors, such as warranty programs and repair services
that add to the product's value.

2.3. ADVERTISING

According to Wroe Alderson (2010), the word advertising comes

from the Latin word "advertere meaning to turn the minds of towards".
Advertising consists of all the activities involved in presenting to an
audience a non-personal, sponsor-identified, paid-for message about a
product or organization. Advertising is used for communicating business
information to the present and prospective customers. It usually provides
information about the advertising firm, its product qualities, place of
availability of its products, etc.

Ifezue, A.N (2005) advertisement is indispensable for both the sellers and
the buyers. However, it is more important for the sellers. In the modern
age of large scale production, producers cannot think of pushing sale of
their products without advertising them. Advertisement supplements
personal selling to a great extent. Advertising has acquired great
importance in the modern world where tough competition in the market
and fast changes in technology, we find fashion and taste in the
customers.

According to William J. Stanton (2002) Advertising consists of all the

activities involved in presenting to an audience a non-personal, sponsor-
identified, paid-for message about a product or organization. American
Marketing Association has defined advertising as “any paid form of non-
personal presentation of ideas, goods and services by an indentified
sponsor”.
Brassington & pettitt (2000) defined advertising as “ any paid form of
non-personal communication directed toward target audiences and
transmitted through various mass median in order to promote and present
a product, service or idea.

The key difference between advertising and the other promotional tools is
that it impersonal and communicates with large numbers of people
through paid media channel.

2.4. PERSONAL SELLING

Netemeyer, R.G. and Boles, J.S. (2002) argued when you want to
buy something you usually go to a concerned shop and purchase it from
there. But, sometimes you find people bring certain goods or products
and make them available to you at your place. For example, you find
persons selling vegetables or rice by carrying the same in a cart and
moving from door to door to sell. You must have noticed the persons
selling carpets, electronic items, etc. in a similar fashion. While travelling
in buses or local trains you must also have seen people selling pens, toys,
books, combs, etc. inside the bus or train. In cities also persons move
from door to door to sell different products like water purifiers, air
purifiers, detergents, mosquito repellents, etc.

Personal Selling is a highly distinctive form of promotion. It is basically a

two way communication involving not only individual but social
behaviour also. It aims at bringing the right products to the right
customers. It takes several forms including calls by company’s sales
representative, assistance by a sales clerk, an informal invitation from one
company executive to another. It is employed for the purpose of creating
product awareness, stimulating interest, developing brand preference,
negotiating price etc. Szymanski (2006)
According to Bettman J. (2009) personal selling refers to the presentation
of goods and services before the customers and convincing or persuading
them to buy the products or services. Personal selling can be expressed as
an oral presentation in conversation with one or prospective buyers for
the purpose of making sales. Stanton Williams .J. (2005)

Brassington & pettitt (2000) define personal selling to be a two ways

communication tool between a representative of an organistion and
individual or group, with the intention to inform, persuade or remind
them or sometime serve them to take appropriate actions. Furthermore,
personal selling is a crucial element in ensuring customers post –
purchase satisfaction and in building profitable long time buyer – seller
relationship built on trust and understanding.

2.5. DIRECT MARKETING

According to Brassington & pettit (2000) direct marketing is an

interactive system of marketing, using various adverting media to achieve
measurable response anywhere, forming a basis for creating and further
developing and ongoing direct relationship between an organisation and
its quality relationships with sometimes hundreds or even thousands of
individual customers, an organisation needs to have as much information
as possible about each one and needs to be able to access, manipulate and
analyze the information. Thus, the database is crucial to the process of
building the relationship.

Direct marketing (i.e. a zero intermediary level channel) is current

practice in industrial markets when potential buyers are few and products
are sophisticated or custom-made and of high unit value. The surprising
fact in recent years is the development of this selling system in the field
of consumer goods, largely as a result of the development of new
communication media, such as telemarketing, direct response radio and
television, electronic shopping etc. Kuttner R. (2007)

Direct marketing is defined by the Direct Marketing Association as: An

interactive system which uses one or more advertising media to affect a
measurable response and/or transaction at any location.

According to this definition, direct marketing does not necessarily imply

non-store marketing, (i.e. a marketing system without using
intermediaries). To clarify the definition, a distinction must be made
between ‘direct-order’ marketing and ‘direct-relationship’ marketing:

 In direct-order marketing, purchases are made from the home and

delivered to the home, and the firm distributes directly without
using intermediaries. This is non-store marketing, and the
techniques used include:

I. Mail order catalogues

II. Direct mail
III. Telemarketing
IV. Electronic shopping, etc.
 In direct-relationship marketing, the objective is to stimulate sales
by establishing direct contacts with prospects and customers to
create or maintain a continuing relationship.

Direct-relationship marketing can very well co-exist with a conventional

vertical indirect marketing system. For this reason, the expression
interactive marketing seems more appropriate than ‘direct marketing’,
which refers essentially to non-store marketing practices. The
development of interactive marketing is indicative of a significant change
in the exchange and communication process between producers and
consumers in affluent economies. It suggests that the marketing
monologue which prevails in most market situations tends to be replaced
by a marketing dialogue, with customised marketing being substituted for
mass or segment marketing.

2.6. SALES PROMOTION

Sales promotion is an initiative undertaken by organizations to

promote increase in sales, usage or trial of a product or services (i.e.
initiations that are not covered by other elements of the marketing
communication/promotional mix). Sales promotion is an important
component of an organizations overall marketing strategy along with
advertising, public relations, and personal selling. Sale promotion acts as
a competitive weapon by providing an extra incentive for the target
audience to purchase or support one brand over another. It is particularly
effective in spurring product trial and unplanned purchases (Aderemi,
2003).

Most marketers believe that a given product or service has an established

perceived price or value, and they use sales promotion to change this
price value relationship by increasing the value and/or lowering the price
compared with other components of the marketing mix (advertising,
publicity, personal selling). In determining the relative importance to
place sales promotion in the overall marketing mix, an organization
should consider its marketing budget, the stage of the product in the life
cycle, the nature of competition in the market, the target of the
promotion, and the nature of the product. For example, sales promotion is
particularly attractive alternative when the budget is limited (Kelvin,
2012).

According to Brassington & Pettitt (2000) sales promotion is different

tactical marketing techniques with mostly short-term incentives, which
are designed to add value to the product or service, in order to achieve
specific sales or marketing objectives.

According to kotler (2003), Sales Promotion is a key ingredient in

marketing campaigns and consists of a diverse collection of incentive
tools, mostly short term designed to stimulate quicker or greater purchase
particular products or services by consumers.

Achumba (2002) defined sales promotion as those marketing activities,

other than personal selling, advertising and publicity that stimulate
consumer purchasing and dealer effectiveness, such as displays, shows
and expositions, demonstration etc. Sales promotion has been defined as a
direct inducement that offers an extra value or incentive for the product to
the sales force, distributors or the ultimate consumer with the primary
objective of creating an immediate sale.

Sales promotions is media & non media marketing pressure applied for a
predetermined, limited period of time in order to stimulate trial & impulse
purchases, increase consumer demand or improve product quality.
(American Marketing Association)

According to Council of Sales Promotion Agencies (2011), sales

promotion is a marketing discipline that utilizes a variety of incentives
techniques to structure sales related programs targeted to
consumers/trade/ and or sales level, that generate a specific measurable
action or response for a product/service.

2.7. PUBLIC RELATIONS

According to Brassington & Pettitt (2000) the essence of public

relations (PR) is to look after the nature and quality of the relationship
between the organization and its different publics, and to create a mutual
understanding. PR covers a range of activities, for example the creation
and maintenance of corporate identity and image; charitable
involvement, such as sponsorship, and community initiatives; media
relation for the spreading of good news, as well as for crisis management,
such as damage limitation. Moreover, an organization can attend trade
exhibitions to create stronger relationships with key suppliers and
customers as well as enhancing the organization’s presence and
reputation within the market.

Public relations is the management process whose goal is to attain and

maintain accord and positive behaviour among social groupings on which
an organisation depends in order to achieve its mission. Its fundamental
responsibility is to build and maintain a hospitable environment for an
organisation. Lubbe, in Lubbe & Puth (1994)

Cutlip et al (2000) also provide their own definition of public relations as

the management function that establishes and maintains mutually
beneficial relationships between an organisation and the public on whom
its success or failure depends.

2.8. EXTERNAL FACTORS INFLUENCING THE CHOICE OF

PROMOTION STRATEGY

According to Cavusgil et al. (1993) there are three categories of

influences on the choice of adaptation of the promotion strategy; the
product and industry, the company and the export market of choice.

2.8.1 The Product and Industry

According to Cavusgil et al. (1993) the product and industry

influences include four factors; type of product, product uniqueness,
technology orientation of the industry and cultural specificity of the
product.

2.8.2 Type of Product

Cavusgil et al. (1993) define the type of product as the product

classification. Nicolaud (1989) & Meidan (1996) state that services are
intangible products which often cannot be separated from the person
performing or selling them. Czinkota & Ronkainen, (2004) further state
that the value of services is harder to measure, its performances are
harder to observe and to possess, compared to manufactured goods.

According to Bossone (2000) organisations are intermediaries between

savers and users. Meidan (1996) states that organisations need to offer a
wide range of products and services to meet a variety needs from
different customers in different areas.

2.8.3 Product Uniqueness

Cavusgil et al. (1993) define the product uniqueness as the degree to

which the product is made or designed to satisfy unique needs of the
customers. According to Julian & Ramaseshan (1994) there is constant
pressure within the competitive environment of organisation to innovate
and develop new ways to improve customer service or goods. Long-term
person-to-person relationships between organisations, its distributors and
its customers, are seen as an important factor for organisations to achieve
a competitive advantage. However, Meidan (1996) claims that since some
organisations offer similar products, it is very hard to stand out.
According to Marquardt (1994) an organisations product or services are
seldom unique and they are easy for competitors to copy. Additionally,
Meidan (1996) states that organisations tend to meet general needs rather
than specific, and since there are no particular benefits distinguishing,
different organisations from each other, promotion of product and
servicers is essential. An organisation must strive to attain a good overall
image and to attract customers with the right message.

2.8.4 Technology Orientation of the Industry

According to Cavusgil et al. (1993) the technology orientation

refers to the technology intensity of the industry. Joseph et al. (1999)
claim that technology has increasingly been applied in the production of
goods and delivery of services since the mid-eighties. The adoption of
technology into service and manufacturing industries has become
important, and service providers and manufacturers are being urged to
invest in technology as a way of securing their future in the electronic
age. Meidan (1996) states that new products, new payment systems, new
forms of distribution and delivery and improved management information
systems are increasing the demand of technology within the
organisations.

According to Flohr-Nielsen (2002) Internet use should be seen as part of

general trend in which customer relationships as well as new Web-
technologies have become very important. The organisations provide
strong incentives for staff and customers to use the Internet.
Organisations can reduce their costs considerably, and at the same
time meet potential demands of customers, such as convenience and
cheap transactions.

2.8.5 Cultural Specificity of Product

According to Cavusgil et al. (1993) cultural specificity of a product

concerns if the product relates to the extent to which the product mediates
the needs of a specific culture. Albers-Miller et al. (2000), state that
consumer expectations can differ tremendously and the issues of culture
should therefore be thoroughly examined by the organisations in wish of
conducting international business. An understanding of the customers is
essential in order to create effective promotion. Root (1994) indicates that
the greater the distance between two cultures, the harder it is to
communicate effectively. Culture can affect many, if not all, of
organisation strategic decisions. Meidan (1996) states that organisations
tend to meet general needs rather than specific. He claims that an
organisations should analyze the wants and needs of different market
segments and design its marketing mix to fulfil them.

Consequently, market segmentation is essential. Consumer

behaviour towards organisations is very much a function of social class.
Papavassiliou & Stathakopoulus(1997) claim that the development of a
basic advertising campaign with country-specific adaptations is very
important, especially when there are great linguistic differences across
different host countries. The advertising messages must correspond with
the beliefs and traditions of the citizens in each country traditional, since
cultural values have an impact on advertising message appeal.

2.9 THE COMPANY

According to Cavusgil et al. (1993) the company influences

include the firm international experience, export sales goal for the venture
and entry scope.

2.9.1 Firm International Experience

According to Cavusgil et al. (1993) a firm international experience

refers to its previous international practice and the amount of information
management had gained about the target country. A firm can gain
international experience through involvement in international
transactions, operating in many foreign markets, and through interaction
with foreign suppliers or distributors. Ghauri & Holstius (1996) mean that
gaining information about the target market can be very difficult in
developing countries and in the former socialist countries, because the
infrastructure is often underdeveloped. Getting information from local
counterparts may also be difficult, and it necessitates the development of
relationships and mutual trust.

2.9.2 Export Sales Goal for the Venture

According to Cavusgil et al, (1993) the export sales goal for the
venture refers to what the penetration aim of the venture is in the target
country. When a venture sets ambitious goals for itself, it will require a
deeper penetration and a better understanding of the market of interest, in
order to achieve success.

2.9.3 Entry Scope

According to Cavusgil et al. (1993) the entry scope refers to if the

product is exported to a single foreign market or multiple foreign
markets. When a product enters multiple markets at the same time, the
cost of adapting the product and promotion to fit each market is likely to
be compounded with by substantial initial investment costs.

2.9.4 The Export Market

According to Cavusgil et al. (1993) the export market influences

include three factors; similarity of legal regulation, competitiveness of
export market and product familiarity of export consumers.

2.9.5 Similarity of Legal Regulation

According to Cavusgil et al. (1993) similarity of legal regulation is

defined as the degree of market similarity, and similarity of legal
regulation between the host and home country. Brassington & Pettit
(2000) name political stability, ownership restrictions, employment laws,
safety regulations, financial laws, promotion constraints, price
regulations, and consumer protection legislation as some of the political
and legal factors affecting an international organization. Cavusgil et al.
(1993) further state that in an export market where the legal regulations
are comparable with those in the home market, firms have less pressure to
modify their promotional program. However, when there are great
differences, modification promotion will be required.

2.9.6 Competitiveness of Export Market

According to Cavusgil et al. (1993) competitiveness of export

market refers to the competitive intensity of the host country. Czinkota &
Ronkainen (2004) mean that there is a greater variance of competition in
the international market than the domestic .To be successful, an
organization has to learn about the competitive activities and evaluate the
actual and potential impact it has on its own operations. Papavassiliou
& Stathakopoulus (1997) further state that by making a competitive
analysis, multinational corporations can gain a competitive advantage for
the role of advertising in their marketing strategies in foreign markets.
When this is not fulfilled, competition may force organizations to adapt
promotion. According to Quintana (2003) increased competition has
strongly affected organizations throughout the industrialized world, and
there is now greater diversity than ever before in the activities and
markets in which organisation decide to operate.
2.9.7 Product Familiarity of Export Consumers

According to Cavusgil et al. (1993) product familiarity of the

export consumers refers to if the customers are familiar with the product
or not. Lindstrm, (2003) state that organisations are generally important
for the functioning of any country economy.

According to Watters (1995) the services sector has no worldwide brands

and has even lacked this extensive expansion across borders. This is
because some of the considerations, such as management control and
language, are the same as other business sectors, and others, such as
legislation and regulation, are distinct to this sector.

2.10 OTHER EXTERNAL FACTORS INFLUENCING THE

CHOICE OF PROMOTION STRATEGY

Papavassiliou & Stathakopoulus (1997) state a few other factors

that are influencing the advertising adaptation. These factors are country
of origin image, economic factors and advertising infrastructure.

2.10.1 Country of Origin Image

Root (1994) implies that people in industrial countries tend to have

a more favourable image of their own country product than foreigners do.
Knowledge of made-in images can be of great help when operating
abroad. Each image contains both positive and negative attitudes towards
the product identifiable with the country of origin. By being aware of
these attitudes and promoting on the positive ones, a company can
increase the chance of success. Claessens & Jansen (2000) mean that the
increasing internationalization of financial services eliminates
discrimination in treatment between foreign and domestic financial
services providers, and removes barriers to the cross border provision of
financial services.

2.10.2 Economic Factors

Papavassiliou & Stathakopoulus (1997) indicate that the economic

conditions prevailing in the host country are of major concern in
influencing international strategy. Brassington & Pettit (2000) mean that
these economic factors can include inflation, exchange rates, income,
consumption potential, rate of unemployment and exchange control
regulations.

2.10.3 Advertising Infrastructure

Papavassiliou & Stathakopoulus (1997) further state that the

availability, performance and cost aspects of the advertising infrastructure
can affect the promotion decisions. The advertising infrastructure
consists of the institutions and functions essential to the advertising
process, such as availability of media, the structure of media, availability
of technical equipment, local advertising experience and staff talent in the
target country.

2.11 ADAPTATION AND STANDARDIZATION OF THE

PROMOTION STRATEGY

The decision whether to adapt or standardize the marketing

mix is, according to Brassington & Pettitt (2000), complicated for any
organization operating in more than one environment. Too much
adaptation might lead to failure of the organization to exploit the
synergies that become possible when going international. However, Van
Mesdag (2000) states that a pure, comprehensive standardization is not
possible, since the differences in for example language, retail structure,
regulations and cultural features between countries are too great.

2.11.1 Adaptation

Agrawal (1995) states that marketers in favour of the adaptation

strategy tend to argue that advertisers have to take differences including
culture, stage of economic and industrial development, and stage of
product life cycle, media availability and legal restrictions into
consideration.

Brassington & Pettitt (2000) claim that when acting on an international

market, an organization always have to consider to which degree a
customer needs and wants are different from those on the domestic
market, and if adaptation is necessary.

Brassington & Pettitt (2000) further state that promotional mixes often
have to be adjusted to suit the local environment and reflect the
target markets preferences. Promotion has to take language as well as
local regulations, in terms of both media choice and content, into account.
Sales promotion is also affected by local regulations; therefore the
choice of activities must respect these regulations and consider the
preferences of the customers.

Brassington & Pettitt (2000) also indicate that marketing communication

might have to be adapted, due to consumer readiness stage. A product
that is mature in one market might be totally unknown in another market,
and therefore the promotional mix will have to be adapted. Cavusgil et al.
(1993) claim that adaptation of the promotion includes the costs of using
different promotional messages, appeals, packaging/labelling and media.
There are four variables that significantly and constantly impact the
promotion adaptation. These are the firm international experience,
technology orientation of the industry, product exclusivity and the
competitive intensity of the market.

Cavusgil et al. (1993) further state that both reactive and proactive
approaches of promotional adaptation exist. Proactive harmonizing with
the characteristics of the market includes modification of positioning,
packaging/labelling, and promotional approach. Firms may also choose
to reactively adapt their products in order to improve their competitive
position, especially if competition in the market is intense, the industry is
technology intensive, or the product is unique.

There are three basic conditions, stated by De Mooij (1994), that have to
be fulfilled in order to use a standardized approach, and if these are not
realized adaptation should be considered.

1. A brand’s advertising cannot be universal if different national markets

are in diverse stages of maturity.

2. A brand’s advertising cannot be universal if the idea depends on a large

budget which is unsupported in some markets

3. A brand’s advertising cannot be universal if it defies local customs and

regulations and ignores the efforts of the competition.

De Mooij (1994) presents eight arguments in favour for choosing an

adaptive promotion strategy:

1. The heterogeneity of the countries concerned.

2. The “not invented” here syndrome: the desire to create own

campaigns.

3. Differences in the media scene.

4. Differing regulations regarding service or advertising.

 5. The nature of the competition in different markets.

6. The service is at different stages of its life-cycle in different

markets.

7. The danger of being seen as a foreign company.

8. Reduced economic advantage because of higher co-ordination

costs.

According to Czinkota & Ronkainen (2004) adaptation also has

to be carefully investigated in emerging market economies, where the
consumers are more likely to be interested in rational advertising that
has a clear message. They see advertising as information, which they
can use in order to sort out between the numerous and sometimes
confusing offers. This has led to the fact that many consumers tend
to prefer advertisements in newspapers to those on television,
particularly if they are well organized and informative.

2.11.2 Standardization

Cavusgil et al. (1993) state that the development in communication

and transportation technologies, together with the increased travel
contributes to the globalization of markets has resulted in emerging
global customer groups. Therefore, in a market where needs and
preferences of the customers are largely universal, standardization might
be preferable. In order to succeed in the global market it is of importance
for companies to be able to deliver high-quality products at a competitive
price. Standardization of marketing programs might be crucial to achieve
a low-cost competitive position.

Agrawal (1995) explains that people favouring a standardization

approach believe that differences between countries are more a matter of
degree than direction. That is why advertisers should focus on the
similarities of the consumers in the international marketplace rather
than the differences.

De Mooij (1994) claims that the following nine arguments are a reason
for choosing a standardized promotion strategy:

1. Cost reduction is the most important argument for standardization.

2. A uniform brand image and corporate image worldwide avoid

confusion.

3. The globalization of media.

4. Simplified planning through uniform objectives.

5. Maximum use of good ideas and transmission of know-how.

6. Centrally managed international enterprises.

7. Better use of manage abilities and resources.

8. Universal guidelines and quality standards.

9. Better access to know-how and experience of other countries.

According to Donnell & Jeong (2000) the main characteristic of global

marketing tends to be to standardize the elements of the marketing mix as
much as possible. The advantages are economies of scale within the
three elements product, place and promotion, which are captured in the
marketing mix.

Donnell & Jeong (2000) further claim that the amount of standardization
needed depends on the type of product. Industrial products are seen to be
more suitable than consumer products for standardization, since industrial
buyers tend to be more rational in their purchasing behaviour and demand
for industrial products is more homogenous across markets. Furthermore,
Cavusgil et al. (1993) state that in a captive market, where the product
already has achieved a leader position, a higher degree of
standardizations may be advantageous.

2.12 THE CONTINGENCY THEORY

Donnell & Jeong (2000) indicate that it is not possible to use

either total standardization or complete adaptation. The degree to which
these are used depends on a number of internal factors, for example
organisational structure and managerial orientation, and external factors,
such as target market and environment.

Cavusgil et al.(1993) states that standardization and adaptation should be

seen as two extremes, and choosing one of these approaches without
adjusting it will not be successful.
 CHAPTER THREE

RESEARCH METHODOLOGY

3.0 INTRODUCTION

The way in which research is conducted may be conceived of in terms

of the research philosophy subscribed to, the research strategy employed
and so the research instruments utilized (and perhaps developed) in the
pursuit of a goal – the research objective(s) - and the quest for the
solution of a problem - the research question. The research question and
research objective has been outlined in Chapter One. The purpose of this
chapter is to:

 Discuss our research philosophy in relation to other philosophies;

 Expound our research strategy, including the research

methodologies adopted;

 Introduce the research instruments that we have developed and

utilized in the pursuit of our goals.

Research methodology is a systematic way to solve a problem. It is a

science of studying how research is to be carried out. Essentially, the
procedures by which researchers go about their work of describing,
explaining and predicting phenomena are called research methodology
Rajasekar, Philominathan, and Chinnathambi (2006). Is a
systematically solve the research problem. It may be understand as a
science of studying how research is done scientifically in it we study
the various step that are generally adopted by a researcher in studying
his research problem among with the logic behind them. It is also
 know how to develop certain indices or tests, how to calculate the
mean, the mode, the median or the standard deviation or chi-square,
how to apply particular research techniques, but they also need to
know which of the methods or techniques are relevant and which are
not, and what would they mean and indicate.

3.1 HISTORICAL OF BACKGROUND OF THE CASE STUDY

Unilever Nigeria Plc (Unilever) was incorporated as Lever

Brothers (West Africa) Limited on April 11, 1923 by Lord Leverhulme,
but the company’s antecedents can be traced back to its existing trading
interests in Nigeria and West Africa generally, and to the fact that it has
since the 19th Century, been greatly involved with the soap business in
Britain. Unilever creates products that help its customers to feel good,
look good and get more out of life and has maintained total commitment
to exceptional standards of performance and productivity. Over the years,
Unilever has been a socially responsible and responsive organization that
takes strategic actions for the improvement of its host communities and
environments. Unilever has embarked on a program of restructuring in a
bid to re-energize itself and deliver fully on its promises to its various
stakeholders. In addition, the company has sharpened its focus by
introducing the “Vitality Mission”, which stands to ensure that in all it
does it is adding vitality to life for everyone. Unilever’s principal
activities involve the manufacturing and marketing of foods ingredients
and home and personal care products. The company has a strong portfolio
of brands that are popular across the country. Unilever’s strong roots in
local markets and first-hand knowledge of local culture have enabled it to
consistently produce quality products desired by its customers. Its product
lines are classified into two: Home & Personal Care - Lux Beauty Soap,
Close-up, OMO, Sunlight Detergent, Pears Baby Range and Vaseline
Petroleum Jelly; and Food Products - Knorr, Royco, Blue Band and
Lipton Yellow Label Tea.

Other focus areas of the company are driving revenue principally by

volume instead of price increases, continuous investment in high
production capacity, Internal cost cutting strategy in order to continue to
offer competitive pricing, Investment in capacity expansion and
repackaging of existing products, and leveraging on the technical know-
how of its parent company.

The total assets of Unilever Nigeria in 2010 were financed by a mix of

equity and liabilities in the proportion of 32.14% and 67.86%,
respectively. As at December 2010, the total assets of Unilever stood at
N25.93bn, while total liabilities stood at N17.60bn. The short term
liabilities stood at N14.40bn, accounting for 81.79% of the total
liabilities, while the long-term liabilities stood at N3.20bn, accounting for
18.21% of the total liabilities. The debt ratio, which is the proportion of
the company’s total assets that is financed by long term and short term
liabilities, increased marginally to 67.86% from 65.36% in 2009.The
current ratio decreased to 0.99x in 2010 from 1.10x in 2009, while the
quick ratio recorded a marginal decline to 0.55x in 2010 from 0.71x in
2009. However, this position remains within acceptable limits.

In spite of the unfavourable global and domestic financial market

between 2009 and 2010, the company managers were able to deliver good
returns to the shareholders and all other stakeholders of the company.
Turnover increased from N25.55bn in 2006 to N46.81bn in 2010,
representing a Compound Annual Growth Rate (CAGR) of 16.34% and
increased by 5.23% between 2009 and 2010. The growth in the turnover
was principally on account of increase in the volume of sales as against
price increase, as Unilever did not want to shift the increase in price of
inputs to their customers in the form of increase in price. The return on
equity stood at 50.16% in 2010, up from 49.91% in 2009. Also, the return
on assets stood at 26.25%, a marginal decrease from 28.26% recorded in
2009. Return on capital employed decreased from 59.34% in 2009 to
58.98% in 2010.

An investment in the shares of Unilever in January 2006 has grown by

70.86% as at the date of this report. Applying two valuation methods to
value the shares of Unilever; we arrive at a fair value of N31.29 per share.
We estimate a dividend per share of N1.65 for FY 2011 based on
dividend payout of 90%. Buying the stock at the current market price of
N27.10, holding it to our fair value of N31.29 and adding the present
value of the 5-year forecast dividend, investors will earn a total return of
42.75%. Relating this return to the cost of equity estimated by CAPM at
17.88%, investment in Unilever shares will earn an excess return (alpha
return) of 24.87%. We therefore place a BUY on the shares of Unilever
Nigerian Plc at the current market price of N27.10 per share.

3.2 RESEARCH PHILOSOPHY

Otokiti (2010) define research philosophy as the development of

knowledge and the nature of that knowledge and also research philosophy
adopted important assumption about the way you view particularly from
the professional stand point.

These assumption under pin and affects research strategy and research
methods that have been choose, secondly, research problem adopted are
equal influenced by practical consideration of life and your understanding
of relationship between knowledge and process of its development. In
this discussion, we examine three major ways of thinking about research
philosophy: “epistemology, ontology and axiology”. Each contains
important differences which will influence the way in which you think
about the research process. This research philosophy is to enhance your
understanding of the way in which we approach the study of our
particular field of activity. Furthermore, the three major research
philosophy are expected to asset us on way/ approach of study in our field
of activity (Otokiti 2010).

3.2.1 Epistemology

This concern with what constitute acceptable knowledge in a field

of study. Epistemology is the research that considers research expectation
of different people. The following are the example of epistemology which
is:

a. Operational management: They are faces with object considered

real e.g. computer ,

b. Natural science: They are faces with sensitive element and issue of
health system.

c. Organisation behaviour research: Will consider feelings and

attitude and reaction

The different news can be seen as either

a) positivism perspective

b) Realism perspective

c) interpretive perspective

Positivism: If it prefers working with an observer able social reality,

(closes to natural scientist) or if the end product of a research can be law
like generalized, then it is positivism when concerned with facts rather
than impressions then research is undertaken in a value free way, which
are similarly to those physical and natural scientist.

Realism: This is another case of epistemology model which is related to

scientific enquiry. Here, with the sense show as reality and the truth. This
put differently, there is a reality quite independent of the mind or which
cannot really be change. Thus, realism is opposed to idealism concept.

Type of Realism

a) Direct Realism (what you see is what you get)

b) Critical (our knowledge of realism is a result of social

conditioning)

Interpretivism: this is an epistemology that advocates need for

differences in conducting research between human in our roles as social
actors. This also emphasizes the differences of conducting research
among people rather than objects like computers and trucks.

3.2.2 Ontology philosophy

The key issue is the epistemology model. This can be the
approach to study of the social ward (including management and
business) be the same as out of natural science. Ontology is
therefore concern with the nature of reality that the position in
epistemology and also it takes into consideration assumption of
researcher on the way the world operates.

There are types of ontology philosophy:

a) Objectivism: it portrays that social ethnic exist in reality which

may be internal to social actors. Management is usually adopting
objective stance to issue of management interest.
 b) Subjectivism: it is a social phenomenon created from the
perceptions and consequent action of social actor and that of social
phenomena are is constant state of revision.

3.2.3 Axiology philosophy

This is a branch or aspect of philosophy concerning the studies of

judgment of value existing in the field of ethnics. It involves the process
of carrying out enquiry about social enquiry. Presenting a position on
values and sees values as the “guiding reason of all human action” and
that “researcher demonstrative axiology skill through their articulation
capacity and with such references the decision and judgments.

3.3 IMPORTANCE OF RESEARCH METHODOLOGY IN

RESEARCH STUDY

It is necessary for a researcher to design a methodology for the

problem chosen. One should note that even if the methods considered in
two problems are same the methodology may be different. It is important
for the researcher to know not only the research methods necessary for
the research under taken but also the methodology. For example, a
researcher not only needs to know how to calculate mean, variance and
distribution function for a set of data, how to find a solution of a physical
system described by mathematical model, how to determine the roots of
algebraic equations and how to apply a particular method but also need to
know

(i) Which is a suitable method for the chosen problem?

(ii) What is the order of accuracy of the result of a method?

(iii) What is the efficiency of the method?

 And so on. Consideration of these aspects constitutes a research
Methodology.

3.4 CASE STUDY

Researcher has chosen Unilever Nigeria plc as the case study.

According to Robert K. Yin (1984) defines the case study research
method as an empirical inquiry that investigates a contemporary
phenomenon within its real-life context; when the boundaries between
phenomenon and context are not clearly evident; and in which multiple
sources of evidence are used. Case study research excels at bringing us to
an understanding of a complex issue or object and can extend experience
or add strength to what is already known through previous research. Case
studies emphasize detailed contextual analysis of a limited number of
events or conditions and their relationships. Researchers have used the
case study research method for many years across a variety of disciplines.
Social scientists, in particular, have made wide use of this qualitative
research method to examine contemporary real-life situations and provide
the basis for the application of ideas and extension of methods.

Many well-known case study researchers such as Robert E. Stake, Helen

Simons, and Robert K. Yin have written about case study research and
suggested techniques for organizing and conducting the research
successfully. This introduction to case study research draws upon their
work and proposes six steps that should be used:

 Determine and define the research questions

 Select the cases and determine data gathering and analysis

techniques

 Prepare to collect the data

  Collect data in the field

 Evaluate and analyze the data

 Prepare the report

3.4.1 Determine and Define the Research Questions

The first step in case study research is to establish a firm research

focus to which the researcher can refer over the course of study of a
complex phenomenon or object. The researcher establishes the focus of
the study by forming questions about the situation or problem to be
studied and determining a purpose for the study. The research object in a
case study is often a program, an entity, a person, or a group of people.
Each object is likely to be intricately connected to political, social,
historical, and personal issues, providing wide ranging possibilities for
questions and adding complexity to the case study. The researcher
investigates the object of the case study in depth using a variety of data
gathering methods to produce evidence that leads to understanding of the
case and answers the research questions.

3.4.2 Select the Cases and Determine Data Gathering and Analysis
Techniques

During the design phase of case study research, the researcher

determines what approaches to use in selecting single or multiple real-life
cases to examine in depth and which instruments and data gathering
approaches to use. When using multiple cases, each case is treated as a
single case. Each cases conclusion can then be used as information
contributing to the whole study, but each case remains a single case.
Exemplary case studies carefully select cases and carefully examine the
choices available from among many research tools available in order to
increase the validity of the study. Careful discrimination at the point of
selection also helps erect boundaries around the case.

3.4.3 Prepare to Collect the Data

Because case study research generates a large amount of data from

multiple sources, systematic organization of the data is important to
prevent the researcher from becoming overwhelmed by the amount of
data and to prevent the researcher from losing sight of the original
research purpose and questions. Advance preparation assists in handling
large amounts of data in a documented and systematic fashion.
Researchers prepare databases to assist with categorizing, sorting, storing,
and retrieving data for analysis.

3.4.4 Collect Data in the Field

The researcher collected and stored multiple sources of evidence

comprehensively and systematically, in formats that can be referenced
and sorted so that converging lines of inquiry and patterns can be
uncovered. Researchers carefully observe the object of the case study and
identify causal factors associated with the observed phenomenon.
Renegotiation of arrangements with the objects of the study or addition of
questions to interviews may be necessary as the study progresses. Case
study research is flexible, but when changes are made, they are
documented systematically. One hundred (100) questionnaires have been
distributed to the customer, which ninety five (95) was returned and
ninety one (91) was filled correctly. For the purpose of this study the
researcher will work of ninety one 91
3.4.5 Evaluate and Analyze the Data

The researcher examines raw data using many interpretations in

order to find linkages between the research object and the outcomes with
reference to the original research questions. Throughout the evaluation
and analysis process, the researcher remains open to new opportunities
and insights. The case study method, with its use of multiple data
collection methods and analysis techniques, provides researchers with
opportunities to triangulate data in order to strengthen the research
findings and conclusions.

3.4.6 Prepare the report

Exemplary case studies report the data in a way that transforms a

complex issue into one that can be understood, allowing the reader to
question and examine the study and reach an understanding independent
of the researcher. The goal of the written report is to portray a complex
problem in a way that conveys a vicarious experience to the reader. Case
studies present data in very publicly accessible ways and may lead the
reader to apply the experience in his or her own real-life situation.
Researchers pay particular attention to displaying sufficient evidence to
gain the readers confidence that all avenues have been explored, clearly
communicating the boundaries of the case, and giving special attention to
conflicting propositions.
3.5 SOURCES OF DATA

For the purposes of this study a literature study and empirical

research will be used for data collection. When following this method of
data collecting, it is essential to distinguish between primary and
secondary data. Primary data is original information collected for the first
time. On the other hand secondary data is information that has been
collected previously and that has been put through the statistical process.

For the study purpose both primary and secondary data will be used. The
primary data will be generating from distribution of questioner and
interview. While the secondary data will be the already collected
information. These data used in combination as per need of the study.
These data having different merits and demerits and have serves our
purpose of the research study.

3.5.1 Primary Data

Primary data are information collected by a researcher specifically

for a research assignment. In other words, primary data are information
that a company must gather because no one has compiled and published
the information in a forum accessible to the public. Companies generally
take the time and allocate the resources required to gather primary data
only when a question, issue or problem presents itself that is sufficiently
important or unique that it warrants the expenditure necessary to gather
the primary data.

Primary data are original in nature and directly related to the issue or
problem and current data. Primary data are the data which the researcher
collects through various methods like interviews, surveys, questionnaires
etc. The primary data have own advantages and disadvantages:
3.5.1.1 Advantages of primary data:

Advantages of primary data are as follows:

• The primary data are original and relevant to the topic of the research
study so the degree of accuracy is very high.

• Primary data is that it can be collected from a number of ways like

interviews, telephone surveys, focus groups etc. It can be also collected
across the national borders through emails and posts. It can include a
large population and wide geographical coverage.

• Moreover, primary data is current and it can better give a realistic view
to the researcher about the topic under consideration.

• Reliability of primary data is very high because these are collected by

the concerned and reliable party.

3.5.1.2 Disadvantages of primary data:

Following are the disadvantages of primary data:

• For collection of primary data where interview is to be conducted the

coverage is limited and for wider coverage a more number of researchers
are required.

• A lot of time and efforts are required for data collection. By the time the
data collected, analysed and report is ready the problem of the research
becomes very serious or out dated. So the purpose of the research may be
defeated.

• It has design problems like how to design the surveys. The questions
must be simple to understand and respond.
• Some respondents do not give timely responses. Sometimes, the
respondents may give fake, socially acceptable and sweet answers and try
to cover up the realities.

• With more people, time and efforts involvement the cost of the data
collection goes high. The importance of the research may go down.

• In some primary data collection methods there is no control over the

data collection.

Incomplete questionnaire always give a negative impact on research.

• Trained persons are required for data collection. In experienced person

in data collection may give inadequate data of the research.

3.5.2 Secondary Data

Secondary data are the data collected by a party not related to the
research study but collected these data for some other purpose and at
different time in the past. If the researcher uses these data then these
become secondary data for the current users. These may be available in
written, typed or in electronic forms. A variety of secondary information
sources is available to the researcher gathering data on an industry,
potential product applications and the market place. Secondary data is
also used to gain initial insight into the research problem. Secondary data
is classified in terms of its source – either internal or external. Internal, or
in-house data, is secondary information acquired within the organization
where research is being carried out. External secondary data is obtained
from outside sources. There are various advantages and disadvantages of
using secondary data.
3.5.2.1 Advantages of Secondary Data:

Advantages of secondary data are following:

• The primary advantage of secondary data is that it is cheaper and

faster to access.

• Secondly, it provides a way to access the work of the best scholars

all over the world.

• Thirdly, secondary data gives a frame of mind to the researcher that

in which direction he/she should go for the specific research.

• Fourthly secondary data save time, efforts and money and add to
the value of the research study.

3.5.2.2 Disadvantages of Secondary data:

Following are the disadvantage of secondary data:

• The data collected by the third party may not be a reliable party so
the reliability and accuracy of data go down.

• Data collected in one location may not be suitable for the other one
due variable environmental factor.

• With the passage of time the data becomes obsolete and very old

• Secondary data collected can distort the results of the research. For
using secondary data a special care is required to amend or modify
for use.

• Secondary data can also raise issues of authenticity and copyright.

Keeping in view the advantages and disadvantages of sources of data

requirement of the research study and time factor, both sources of data
i.e. primary and secondary data have been selected. These are used in
combination to give proper coverage to the topic.

3.6 STUDY POPULATION

According to Asika (2000), a population is made up of all feasible

elements, subject or observation relating to a particular phenomenon of
interest to the researcher. This will consist the customers or users of
Unilever product since it the limitation of the study. But since I can’t
cover all the customers sampling techniques will have to be adopted.

3.6.1 Sampling And Sampling Techniques

Sampling will include a subset of the study population which are

some customers or users of Unilever product. Population sample is a
subset of the population that is the representative of the entire population.
The sample size will be limited to 100 (hundred) respondents out of an
estimated customers.

A total of 95 of the questionnaire were returned out of which 90was

found to be valid and useful for our study. This represents 90% which is
good enough, as it is reliable and generalizable. The questionnaire was
analyzed after which the stated hypotheses were further analyzed for
confirmations.

Sampling techniques that would be used is Random sampling. Random

sampling will be used to efficiently and carefully observe the population.
This is to ensure equal opportunity of everybody being represented
considering as the users of Unilever product.
3.7 RESEARCH INSTRUMENT

To carry out this research, questionnaire will be used. The

questionnaire will be close ended questions and will have answer options
like (Yes or No). It is divided into two sections which are as follows:

 Personal data &

 Research questions.

Questionnaire is a set of questions has been prepared to ask a number of

questions and collect answers from respondents relating to the research
topic. A number of questions usually in printed or electronic form are to
be answered by the individuals. The forms often have blank spaces in
which the answers can be written. Sets of such forms are distributed to
groups and the answers are collected relating to research topic. A
questionnaire is a series of questions asked to individuals to obtain
statistically useful information about a given topic.

When properly constructed and responsibly administered, questionnaires

become a vital instrument by which statements can be made about
specific groups or people or entire populations. Inappropriate questions,
incorrect ordering of questions, incorrect scaling, or bad questionnaire
format can make the survey valueless, as it may not accurately reflect the
views and opinions of the participants. A useful method for checking a
questionnaire and making sure it is accurately capturing the intended
information is to pretest among a smaller subset of target respondents. In
a research or survey questions asked to respondents, and designed to
extract specific information. It serves four basic purposes:
(1) Collect the appropriate data,

(2) Make data comparable and amenable to analysis,

(3) Minimize bias in formulating and asking question, and

(4) To make questions engaging and varied.

For our study purpose a set of questions will be prepared to collect

information relating to the research question of the study. In this study a
structured questionnaire will be used with different types of questions
such as closed ended and open ended. Special case will be taken to select
the scales for the questions for collection of responses very effectively.

3.7.1 Advantages of Questionnaire

1. Large amounts of information can be collected from a large

number of people in a short period of time and in a relatively cost
effective way

2. Can be carried out by the researcher or by any number of people

with limited affect to its validity and reliability

3. The results of the questionnaires can usually be quickly and easily

quantified by either a researcher or through the use of a software
package

4. Can be analyzed more ‘scientifically ‘and objectively than other

forms of research

5. When data has been quantified, it can be used to compare and

contrast other research and may be used to measure change

6. Positivists believe that quantitative data can be used to create new

theories and or test existing hypotheses
3.7.2 Disadvantages of Questionnaires

1. Questionnaire is argued to be inadequate to understand some

forms of information i.e. changes of emotions, behaviour, feelings
etc.

2. Phenomenologist’s state that quantitative research is simply an

artificial creation by the researcher, as it is asking only a limited
amount of information without explanation

3. Questioner sometimes lacks validity

4. There is no way to tell how truthful a respondent is being

5. There is no way of telling how much thought a respondent has put

in

6. The respondent may be forgetful or not thinking within the full

context of the situation. People may read differently into each
question and therefore reply based on their own interpretation of
the question i.e., what is ‘good’ to someone may be ‘poor’ to some
else, therefore there is a level of subjectivity that is not
acknowledged.

3.8 Data Analysis Technique

For the purpose of this study, descriptive and inferential statistical

tools will be used in analyzing the data collected from the
respondent.
3.9 ETHICAL ISSUE

According to Otokiti (2010) Ethical issue can be describe as when

a research embarks on planning of his/her research seeks access to
organizations and to individual, collect, analyze and report data. An
ethical issue refers to the appropriateness of your behaviour in relation to
the rights of those who become the subject of your work.

Ethics can also be defined as the moral principles, norms or standard of

behaviour that guide moral choice about our behavior and our
relationship with others. Research ethics also therefore relate to question
about how we formulate and clarify our research topics, design our
research and gain access, collect data, processes and store our data,
analyze data and write up our research finding in a moral and responsible
way. Within business and management research there are two
philosophical issues.

1. Deontology: the deontological view argues that the end served by the
research can never justify the use of research which is unethical

2. Teleological: the teleological view argues that the ends serve by the
researcher justify the means. The benefit of the research finding will be
weighed against the cost of acing unethically Otokiti (2010)

Therefore: For the purpose of these research notifications will be sent to

the users or customers of Unilever product to give the researcher access
to make findings within the area of study so as to give back adequate
information and not to be bias.
 CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.0 INTRODUCTION

This chapter aims at presenting, analyzing and interpreting the data

obtained in the course of the research carried out in the research work. It
also divided into two sections which deals with bio data analysis of the
respondents while the second deals with research question. Questionnaire
is a major tool for this research work, questionnaire were targeted to
respondents i.e. the company customers, in finding out details on “The
effect of promotional strategies on the sales of an organisation”.

4.1 INTERPRETATION OF DATA

4.1.1 PART A (Bio Data)

TABLE 1: GENDER

Gender Number of respondents Percentage

Male 46 51
Female 44 49
Total 90 100
Source: Questionnaire response from Unilever product users

The above table, response indicate that male (51%), female (49%)
TABLE 2: AGE DISTRIBUTION

Age Number of respondent Percentage

15-20 30 33
21-25 35 39
26-30 20 22
31 above 5 6
Total 90 100
Source: Questionnaire response from Unilever product users

The above table indicate that age group of 21 to 30 was well represented
with 39%.

TABLE 3: MATERIAL STATUS

Material status No of respondents Percentage

Single 65 72
Married 20 22
Divorced 5 6
Total 90 100
Source: Questionnaire response from Unilever product users

The above table reveals 65 (72%) of the respondent are single, 20 (22%)
are married and 5 (6%)
TABLE 4: EDUCATION QUALIFICATIONS

Qualifications Non of respondent Percentage

SSC 45 50
NCE/ ND 20 22
BSC / HND 20 22
MSC/MBA 5 6
Total 90 100
Source: Questionnaire response from Unilever product users

The above table reveals 45 (50%) of the respondent constitute secondary

school certificates, 20 (22%) of the respondent constitutes NCE/ND, 20
(22%) are BSC/HND holders and 5 (6%) constitutes of MSC/MBA.

With the respect to the above table , secondary school certificates

is on the high side which indicate the majority to the respondent can read
and understand with the appropriate answer to the questionnaire.

4.1.2 PART B (Research Questions)

TABLE 5: Q1

Have you ever used any of these products Omo, Lux, Royco, Knorr,
Close up, Sunlight detergent, Lipton, Blue-band?

Option Number of respondent Percentage

Yes 85 94
No 5 6
Total 90 100
Source: Questionnaire response from Unilever product users

The table shows that 94% of the respondents have used any the products
6% has not use any of the products.
TABLE 6: Q2

Which of them did you used?

Omo 20 22
Lux 6 7
Royco 5 5
Knorr 9 10
Close up 25 28
Sunlight detergent 7 8
Lipton 12 13
Blue band 6 7
Total 90 100
Source: Questionnaire response from Unilever product users

The number of the respondents using Omo is 22%, Lux 7%, Royco 5%,
Knorr 10%, Close up 28%, Sunlight detergent 8%, Lipton 13%, Blue
band 7%.

TABLE 7: Q3

Which of the following companies is producing the above listed

products?

Option No of respondent Percentage

P. Z 5 6
Unilever 64 71
Cadbury 6 7
Nestle 8 9
P&G 7 7
Total 90 100
Source: Questionnaire response from Unilever product users
The table shows that 71% of the respondents said that all products are
produce by Unilever, P. Z 6%, Cadbury 7%, Nestle 9%, P & G 7%

TABLE 8: Q4

Have you ever seen any of these product been promote? Yes ( ) No ( )

Yes 77 86
No 13 14
Total 90 100
Source: Questionnaire response from Unilever product users

The table shows that 86% have seen the products been promoted, 14%
have not seen the product been promoted

TABLE 9: Q5

Which of them are you frequent with?

Omo 20 22
Lux 5 6
Royco 4 4
Knorr 8 9
Close up 30 33
Sunlight 6 7
Blue band 12 13
Lipton 5 6
Total 90 100
Source: Questionnaire response from Unilever product users
The shows the usage of Omo 22%, Lux 6%, Royco 4%, Knorr 9%, Close
up 33%, Sunlight 7%, Blue band 13%, Lipton 6%.

TABLE 10: Q6

Which one of this promotion strategies or methods was been used?

Option Number of respondent Percentage

Electronic media 40 44. 4
Print media 20 22.2
Personal Selling 30 33.3
Total 90 100
Source: Questionnaire response from Unilever product users

The table shows that Electronic media 44. 4% print media 22.2%
Personal Selling 33.3 %

TABLE 11: Q7

What was the effect of the promotional strategy been used, did you
buy or not? Yes ( ) No ( )

Option No of respondent Percentage

Yes 70 78
No 20 22
Total 90 100
Source: Questionnaire response from Unilever product users

Promotional Strategies has an impact on 78% respondents and it has no

impact on 22% respondents
TABLE 12: Q7

Before the promotion, are you using their products Yes ( ) No ( )

Option No of respondent Percentage

Yes 35 39
No 55 61
Total 90 100
Source: Questionnaire response from Unilever product users

The table shows that 39% respondents are using their product before the
promotion while 61% respondents are not using their product before
promotion.

TABLE 13: Q8

After the promotion are you still using their products Yes ( ) No ( )

Option No of respondent percentage

Yes 83 92
No 7 8
Total 90 100
Source: Questionnaire response from Unilever product users

92% of the respondents are using their after the promotion while 8 % are
not using after the promotion.
TABLE 14: Q9

Did you usage of unilever's product increased or reduced after you

learnt about their product Yes ( ) No ( )

Option No of respondent percentage

Yes 83 92
No 7 8
Total 90 100
Source: Questionnaire response from Unilever product users

92% of the respondents increased the usage of Unilever’s products while

8 % respondent did not increase the usage.

4.2 STATISTICAL ANALYSIS

There are many analytical and their application governed by the

number of variable involved in analyzing the data collection,
the percentages test, it used to show the distribution of frequency in the
test. The chi- square is also used to test the hypothesis given and to
analysis data. Two hypothesis was restated at the beginnings which were
to determine the. "Effects of promotional strategies on the sale of an
organisation whether it has effect on the company's sale."

The null hypothesis (H0) rejects anything about the population while the
alternative hypothesis (H1) accepts anything s the observed population.

It formula is as follow;

(𝑂−𝐸)2
(X2) =
𝐸
Where

X = Number of cell involved

O = Observed frequency

E = Expected frequency

D.O.F = Degree of freedom

The decision rule is to reject H0 if the x2 computed is greater than

the critical x2 given and to accept if H1 is less than the computed values.

4.3 TEST OF HYPOTHESIS

The chi-square is the statistical tools used to test the hypothesis. This
chosen because it help to measure the different two hypothesis are formed
in the course of this project, the first one is trying to find out if promotion
have any impact on company sale volume. And the second test whether
promotion makes any impact on the consumer buying behaviour.

1. H0: There is no significant impact of promotion on sales volume

of the company.

H1: There is significant impact of promotion on sales volume of

the company.

2. H0: There is no significant relationship between consumers

buying behaviour and sales promotion

H1 There is significant relationship between consumers buying

behaviour and sales promotion
4.3.1 HYPOTHESIS ONE

For the purpose of the study the researcher has decided to use
question 4 and 7 in testing the first hypothesis

H0: There is no significant impact of promotion on sales volume of the

company.

H1: There is significant impact of promotion on sales volume of the

company.

4.3.2 OBSERVED TABLE

Since this is a two by two table, the ×2 formula is adjusted

Question/option 04 07 Total

Yes 77 70 147

No 13 20 33

Total 90 90 180

Thus since it is a two by two tables, the ×2 formulas is adjusted

×2= (0-E)-0.5)2

This is referred to as Yates’ correction for continuity

Expected result is

E= R 1C1
T
E1 = 90×147 =73.5
180
E2 = 90×147 =73.5
180
E3 = 90×33 =16.5
180
E4 = 90×33 =16.5
180
EXPECTED TABLE (E)

Question/option 04 07 Total

Yes 73.5 73.5 147

No 16.5 16.5 33

Total 90 90 180

Since the table is two by two, the formula is adjusted thus.

×2 = (0-E)-0.5)2
E
×2 = (77-73.5)-0.5)2
73.5
×2 = (3.5-0.5)2 ×2= (3)2
73.5 73.5
×2= 9 =0.122
73.5
×2= (70-73.5)-0.5)2
73.5
×2= (-3.5-0.5)2 ×2 = (-4)2 = 16 =0.22
73.5 73.5 73.5
×2= (13-16.5)2 ×2= (-3.5-0.5)2
16.5 16.5
×2= (-4)2 ×2= (16) = 0 .97
16.5 16.5
×2= (20-16.5)-0.5)2 ×2= (-3.5-0.5)2
16.5 16.5
×2= (3)2 ×2= 9
16.5 16.5 ×2 = 0.55

×2= (0-E)-0.5)2
E
Observer Expected ×2= (0-E)2
E

77 73.5 0.17
13 16.5 0.74
70 73.5 0.17
20 16.5 0.74

1.82
Level of significance 0.50 =5%
Degree of freedom = (R-1) (C-1)

= (4-1) (2-1)

3×1=3
Critical region (×2) at level of significance 0.5 = 7.815 (computation of
chi-square)

4.3.3 DECISION RULE

Since the table above shows that computed value is greater than
tabulated value, i.e. ×2tab7.815 > ×2cal1.82. Thus the researcher accepts the
H0 hypothesis which stated that there is no significant impact of
promotion on sales volume of the company.

4.3.4 HYPOTHESIS TWO

The researcher has decided to use question 8,9,10 in testing the

second hypothesis

Ho: There is no significant relationship between consumer buying

behavior and sales promotion.

H1: There is significant relationship between consumer buying behavior

and sales promotion.

Question/option 08 09 010 total

Yes 35 83 83 201

No 55 7 7 69

Total 90 90 90 270

Expected result E= R1C1

T
E1= 201 x 90 =67
270
E2= 201 x 90 =67
270
E3= 201 x 90 =67
270
E1= 69 + 90 =23
270
E2= 69 + 90 =23
270
E3= 69 + 90 =23
270
4.3.5 EXPECTED VALUE

Question/option 08 09 10 Total

Yes 67 67 67 201

No 23 23 23 69

Total 90 90 90 270

E = (0-E) 2
E
×2 = E (35-67)2 ×2 = (-32)2 = 1024
67 67 67 ×2= 15.28
×2 = E (83-67)2 ×2 = (16)2 ×2 = 256
67 67 67 =3.82
×2= E (83-67)2 ×2= (16)2 ×2= 256
67 67 67 =3.82
×2= E (55-23)2 ×2= (32)2 ×2= 1024
23 23 23
=44.52
×2= E (7-23)2 ×2= (-16)2 ×2= 256
23 23 23 =11.13
×2= E (7-23)2 ×2= (-16)2 ×2= 256
23 23 23 =11.13
Observer Expected ×2 = E(0-E)2
E
35 67 15.28

55 23 44.52

83 67 3.82

7 23 11.13

74.75

Level of significant 0.5=5%

Degree of freedom (R-1) x (C-1)

(3-1) (2-1) =2

Critical region (x2) at level of significant 0.5 or 0.05 computation of chi-

square
4.3.6 DECISION RULE

Since the table above shows the calculated value is greater than the
tabulated value, i.e. ×2cal74.75 > ×2tab7.815. It should reject H0 or null
hypothesis and accept the H1: which state that there is significant
relationship between consumer buying behavior and sales promotion.

4.4 RESULT

Since the table above shows that computed value is greater than
tabulated value, i.e. ×2tab7.815 > ×2cal1.82. In the hypothesis one, thus the
researcher accepts the H0 hypothesis which stated that there is no
significant impact of promotion on sales volume of the company and
since the table above also shows that the calculated value is greater than
the tabulated value, i.e. ×2cal74.75 > ×2tab7.815. In the hypothesis two it
should reject H0 or null hypothesis and accept the H1: which state that
there is significant relationship between consumer buying behavior and
sales promotion.
 CHAPTER FIVE

SUMMARY, CONCLUSIONS AND RECOMMENDATION

5.1 SUMMARY

Promotion is one of the seven variables, of marketing mix 7ps with

which the marketing manager communicates the information between
sellers and buyers and to influence the attitude, behaviour and other
variable such as price, place, products, physical layout, provision of
customer service and process.

Promotion is a major factor in any marketing mix that enables

producer and immediate customers to choose from among any product
developed to satisfy the needs of target market. The overriding
promotional objective is to affect buying behaviour but a basic
promotional objective includes information persuading and reminding of
various promotional method can be use to reach these objective. These
include advertising, sale promotion, personal selling, publicity and public
relation. Stanton Williams J (2006) points out that promotions is very
important when a new product is to be introduce with a suitable
promotional strategy to arouse of the product. The product price,
quantity, quality are use for motivating the buyers to buy.

Some of the respondents agree that promotion influence their

buying behaviour, which makes them buy more of the product.

Data of the research was collected through administration of

questionnaire. Chi-Square is used as tool of analyzing data so also two
hypotheses were tested. One is testing if promotion has significant impact
on the company sales and the other hypothesis is used to test the effect of
promotion on consumer buying behaviour. One the hypotheses were
accepted while the other was rejected.

5.2 CONCLUSION

This study has carefully studies the effect of promotional strategy

on the sales of organisation and its effect on the buying behaviours of
consumers. It has been found that promotion have an effect on the buying
behaviour of consumer, they are been makes to buy more of the product
willingly because of the fun, entertainment and price giving out to them
during the promotions.

5.3 RECCOMENDATION

The activities of Unilever Nigeria plc in terms of production is

okay by both the distributor and the consumer nevertheless, the
recommendation of these studies to the management of Unilever as
follows.

a. The company's promotional strategy is far enough, but more effort

should be put on them to reach different target market.

b. The consumers should be persuaded to patronise the product. As

people are now aware of various products Unilever Plc could also come -
up with such new product and attractive price as part of it promotional
strategies.

c. The company should also improve its research work on the quality of
its product so as to be able to face other competing firms.

d. In conclusion, the company should maintain a good relationship as

well as good publicity; also the company must have its distinctive
features on its product to sky away piracy.
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 SPECIMEN QUESTIONNAIRES

KWARA STATE UNIVERSITY, MALETE

SCHOOL OF BUSINESS AND GOVERNANCE

DEPARTMENT OF BUSINESS AND ENTRENURSHIP

Questionnaire

Dear respondent,

This questionnaire is designed to elicit information on a study to

investigate the effects of promotional strategies on the sales of an
organization, in Unilever Nigeria plc. This study is purely an academic
one and information collected will be treated with strict confidentiality
and it will be used for the purpose of this study.

Thanks for your cooperation.

SECTION A

Kindly respond to the following statement by ticking (√) in the

appropriate box

PERSONAL DATA

Gender: Male ( ) Female ( )

Marital Status: Married ( ) Single ( ) Divorced ( )

AGE: 15-20 ( ) 21-25 ( ) 26- 30 ( ) 31- above ( )

Qualification: NCE/ ND ( ) HND/B.SC ( ), MBA/M.SC ( )

 SECTION B:

RESEARCH QUESTIONS

1. Have you ever used any of these products? Omo, Lux, Royco, Knorr,
Close up, Sunlight Detergent, Lipton, Blue band Yes ( ) NO ( )

2. Which of them did you used? …………….

3. Which of the following companies is producing the above listed

products?

a. P.Z b. Unilever plc c. Cadbury d. Nestle e. P & g

4. Have you ever seen any of the product been promoted? Yes ( ) No ( )

5. Which of them are you frequent with? -------------

6. Which one of these promotional strategies was been used.

a. Electronic media e.g. TV, Radio, Internet

b. Print media e.g. newspaper, magazine, handbill, big board

poster

c. Personal selling e.g. on the street selling

7. What is the effect of promotional strategy been used, did you buy or
not? Yes ( ) NO ( )

8. Before the promotion, are you using their products? Yes ( ) No ( )

9. After the promotion, are you still using their products? Yes( ) No ( )

10. Did your usage of Unilever's product increased or reduced after you
learnt about their product Yes ( ) No ( )