CHAPTER ONE

INTRODUCTION

1.1       BACKGROUND OF THE STUDY

In the previous years, sales promotion has not become popular. But in recent years it has grown so rapidly. It is this rapid increase that has promoted the attention to undertake this research and find out how sales promotion influences the consumer loyalty with special emphasis on makaginus table water. Sales promotion is an indirect form of intended to stimulate quick action. It is one of the variables in the promotional mix that organization uses to stimulate customers purchasing and dealer’s effectiveness such as displaying, shows, exhibition, demonstrations, coupons, contests, premiums,   samples trade allowance and other routines selling effort are usually short term in nature. According to Kotler (2013) sales promotion is one of the promotional activity or material that act as a direct inducement to reseller, sales persons or consumer. It offers added value or incentive to buy or sell the procedure. A range of technique used to engage the purchaser.

The production of makaginus  table water product in Nigeria is purely through franchising, that is selling its product as it is in all the consumer, and there is no change in marketing, advertising, taste and promotional activities. Also, the study of sales promotion as an element of promotional mix has been sadly inflicted both in the academic study of marketing and in makaginus  table water. But incidentally, a major factor in the success of marketing of consumer goods it is not encouraging; therefore it is an unavoidable responsibility of this study to address these problems to the notice and comprehension of makaginus  table water.

1.2       STATEMENT OF THE PROBLEM

The problem in new product planning and strategies for increase market share are as follows.

1. New product planning and development is a strategy for increase consumer loyalty.
2. There are other strategies for increase consumer loyalty.
3. The survival of any manufacturing firm depending generally on strategy of manufactures planning and development.

1.3 OBJECTIVES OF THE STUDY

The following objectives were agreed to guide this study:

1. To know whether makaginus table water embarked on sales promotion.
2. To know the nature and extent of sales promotion carried out by firm.
3. To know if sales promotion activities influence consumer  loyalty.
4. To know which promo-tools bring out the desired result in terms of consumer loyalty.
5. To know if consumers complain about the sales promotion and the nature of such complaint.
6. To know how the firm addressed consumers complaint if any.

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