CHAPTER ONE

INTRODUCTION

• Background of the study

Sales promotion is one of the elements of promotional mix. It is a short- time incentive use by marker or producers to include or lure customers to buy their product. Sales promotion is an indirect from of the promotion al mix used to stimulate and guide action. It is a set of the promotional activities that stimulates consumers purchasing and dealer’s effectiveness. Sales promotion is intended to aid both consumers pull and dealers push it holds a middle ground between advertising and personal selling. It is usually not directed at much longer ground than a typical personal selling efforts, sales promotion can only last for about two months to six months. This means that it can only last over a limited period. Sales promotion creates something execrate that can arouse interest, offer a buying desire, spark- off an immediate reaction from the audiences; Adirka, Ebue, and NNolin (1996).It is used to retain customers and to attract new ones. These activities are also use to create store traffic. This is because these short terms incentives are being offered free of charge. These activities are thus categorized into consumer sales promotion techniques in terms of their consumer and dealer focus. Customer pill promotion techniques are such activities like sampling price incentive, contest, premium etc while trade push promotion techniques are such activities like merchandise allowance, money bonuses and gifts. Management assistance like training. Sales promotion is a tool used by manufacturers to include sales with a short time. Having looked at the background of this study from the perspective of the concept of sales promotion and relating it with the case study of the groups to be surveyed, the researcher wishes to proceeds on the backgrounds of MTN lines in Owerri the MTN lines deals with the production in telecommunication world. This firm found themselves as a rival to other lines like Econet, Globacom and M- Tel etc in the Volatice environment today.

• STATEMENT OF THE PROBLEM

Firms that want to achieve meaningful success in their business are suppose to embark on sales promotion various sales promotional devices can be employed. Sales promotion when property executed should increase sells sales of the product. There is little wonder whether this is the case with firms that s ell mobile phone line (par) researcher is sure whether companies that sell mobile phone lines embark on sales promotion . The nature of promo tools used by such firms is also of concerned to the researcher. It is also doubtful if sales promotion boosts sales. It is uncertain to the researcher whether programme timing affects the success of sales promotion. Whether or not customers appreciate the incentives use used for sales promotion are problems arising from sales promotion which could inhabit consumer purchase of MTN lines. How sales promotion affects consumer behaviour with respect to MTN products is another area of concern. The researcher is also not sure, how consumer perception of MTN Lines affects their purchase.

• OBJECTIVE OF THE STUDY

The objectives of the study are:

1. To know whether MTN and other mobile lines firms embark on sales promotion.
2. To know the promotional tools used by the firms
3. To known the effect of sales promotion on sells
4. To known if porgramme timing affect the success of sales promotion
5. To know if customer appreciate the incentive used for sales promotion
6. To know the nature of problem arising from sales promotional activities and if such problems could inhabit the purchase of the product.
7. To know whether sales promotion affect consumer behaviour in terms of purchase of phone lines.
8. To know whether consumer perception MTN lines affect their purchase of their product.

• RESEARCH HYPOTHESES

For the successful completion of the study, the following research hypotheses were formulated by the researcher;

H0 There is no significance relationship between progamme timing and the success of sales promotion in the MTN phone line.

H1:   There is significance relationship between progamme timing and the success of sales promotion in the MTN phone line.

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