The Influence of Sale Promotion on Customers Patronage
CHAPTER ONE
1.0 INTRODUCTION The major tasks of marketers are to produce the right goods, charge the correct price, gives the product exposure through distribution networks, and to induce the consumers to purchase the product. All these marketing skills will be a waste of effort if consumer fail to become aware of the existence of a product or service. However, sales promotion is the array of method or techniques that marketers use to stimulate or improve immediate purchase. In most cases, sales promotion is used in conjunction with other promotional tools especially advertising and personal selling to achieve desire result. But unlike advertising and personal selling, sales promotion comprises a wide variety of technical promotional tools of short term incentives designed to stimulate a target market response. In other words, sales promotion is one of the methods or ways by which information about a product or service is passed to potential consumers. Generally, sales promotion has two main objectives which could be categorize into broad objective and specific objective. The broad objective of any sales promotion will include product exposure, attention acquisition and comprehension of sales promotion, attitude change and behaviour while in a specific objective the target consumers are specified as well as the intended effect of the promotion upon the target market (Engel et al, 1973). Furthermore, in whatever form sales promotion is carried out, it’s aimed at achieving the following: i. Encourage customers to sample. ii. Encourage dealers to stock iii. Combating competition iv. Improving distribution Sales promotion is either directed to traders or customers. According to Gilbert Baker (1986) the following techniques or methods can be used in consumers promotion, premium offers, contest, coupon, special discount and free trials. Finally, sales promotion has taken a
1.0 INTRODUCTION The major tasks of marketers are to produce the right goods, charge the correct price, gives the product exposure through distribution networks, and to induce the consumers to purchase the product. All these marketing skills will be a waste of effort if consumer fail to become aware of the existence of a product or service. However, sales promotion is the array of method or techniques that marketers use to stimulate or improve immediate purchase. In most cases, sales promotion is used in conjunction with other promotional tools especially advertising and personal selling to achieve desire result. But unlike advertising and personal selling, sales promotion comprises a wide variety of technical promotional tools of short term incentives designed to stimulate a target market response. In other words, sales promotion is one of the methods or ways by which information about a product or service is passed to potential consumers. Generally, sales promotion has two main objectives which could be categorize into broad objective and specific objective. The broad objective of any sales promotion will include product exposure, attention acquisition and comprehension of sales promotion, attitude change and behaviour while in a specific objective the target consumers are specified as well as the intended effect of the promotion upon the target market (Engel et al, 1973). Furthermore, in whatever form sales promotion is carried out, it’s aimed at achieving the following: i. Encourage customers to sample. ii. Encourage dealers to stock iii. Combating competition iv. Improving distribution Sales promotion is either directed to traders or customers. According to Gilbert Baker (1986) the following techniques or methods can be used in consumers promotion, premium offers, contest, coupon, special discount and free trials. Finally, sales promotion has taken a