CHAPTER ONE

INTRODUCTON

1.1              BACKGROUND OF STUDY

In the earlier days the partner of salesmanship was cried because of the gap between productive and consumption sectors of the society was small and manageable.

            However in retrospect of the country economic history reviewd that there were companies in the early 1960s and 1970s that actually made aggressive trust into Nigeria market and as much there pioneer producer, in cause of this producers were mainly concerned with the development of a good product and services to satisfy the needs and the wants of the target market.

            During the era of industrial revolution the world has grown into ocmpetion, high level of economic and technological development have occasionally incrased sophistication among both proderces and the consumer. This has resulted into the widening of the gap between them have a challenge to both ends to device a more appropriate method of improving the relationship between them.

            According to Kotler 1993, page 12, the product concept which held that consumer will favour those product that are widely available and low in price, managers of production oriented organization concentrate on achieveing highly production efficiency and distribution coverage. This concept of course eventually led to the production of different kind of product in Nigerian markets.

            It was really an economic of plenty were both the consumer and the distributors have plenty monety to spend no matter the product condition. Consequently, one of the major communication force that manifested to help bridge the gap between the producer and the consumer was the act of promotion through it was low and at the direction of the top management at a reduced cost control.

            The early 1980s market the first decade of economic recession in the country that led to change to a lower production capacity in the countries gross national product (GNP). Oil price dropped sharply to unprecedented level and different kind of trade restriction was introduced.

            For instance federal government of Nigeria to restructure the economy introduced structural adjustment programme (SAP). Companies as well as individual started to geel the pinch, the recession, decreasing of wages, rising prices of goods and service in position of tariff and taxes.

            Having regard to the consumer dwinding deposable income and large amount of goods produced and not produce, manufacturer started to realize the important of promotion create awareness of their product and to persuade the consumers and distributor channels, that their products are best in town that can satisfy the need and want of the consumer of the target market.

            Promotion becomes the whole integral part of our social and economic system but has also grown over the years to assume tremendous proportion both as a business activity and a social phenomenon. It has affected not only business but also the whole security. Because of promotion influence people learned to desire better product and services to take care of their health and to improve their ways of living.

            One can them ask what is promotion according to an impact in their promotion decision to depend on elephant extra as their brand detergent if so to what extent?

1.2              OBJECTIVE OF THE STUDY

The dictionary definition of the term “impact” as will be in this study means “power to act” or have an effect on the mind of / or get result form anything. The research us to ascertain the impact of promotion on the marketing of detergent with peculiar preference to elephant extra detergent by pz countries as a case study.

v  To find out of pz industries considered promotion as tool for their product.

v  To finding out if promotion communicates the massage of pz industries detergent product to the target market.

v  To determine the degree and nature of the effect of elephant extra detergent and product awareness and convinction on the consumers buying habits

v  To determine whether the marketing communication media use by pz industries in the market of elephant extra detergent is generating future benefits

v  To suggestion of improving promot

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