The study is on promotional strategies for the supermarkets in Enugu.
(A case study of Heritage Supermarkets.
To carry out the research work, some of the following objectives were set out.
To determine the effectiveness of promotional strategies of supermarkets. To determine the impact of promotional strategies on customer patronage of Supermarket in Enugu metropolis.
Based on these, four hypotheses were formulated, Data were sourced using question naira. Extensive literature review on past work, textbooks, journals on the area of study were carried out. Bourley’s formula was used to determine the sample size of the customers wile a census of the staff was carried out.
The data collected were presented on statistical tables, analyzed and interpreted while the research hypotheses was tested using Chi-Square.
Based on the analysis, the following findings were made:
That the supermarkets organisation including the case organisation are get to fully appreciate the importance of designing an optimal combination of the promotions mix variables in their operations.
That the case organisation does not do much of sales promotional activities but little they do attracts customers attention. In the view of the above findings, the researcher recommends the following.
That serious effort should be made by operators of supermarkets including the case organisation in using promotional activities. That other promotional activities should be adopted like giving out gifts, trade fairs should also be encouraged, Public relations and publicity should be stepped up, all to increase customers patronage.
It is the researchers opinion that if these recommendations are judiciously carried out, supermarket organisations will not only serve their customers better but also improve their profit margin.
The establishment of business including Supermarkets requires that the firms make key decisions. These decisions affects the total marketing strategy. However, one vital area of such decisions which demands proper attention is the promotional strategies.
Supermarkets must initiate promotional policies and programmes to inform, persuade, and educate its target audience of the existence of the organisations and their products. Although, creation of demand for a firms product maybe the ultimate Objective of a company’s marketing promotions, this objective is never achieved at one fell Surop.
The firm must put in place a set of activities aimed at sstimulaating demand for their products. This may induce determining the optional combination of the promotional mix. Advertising, sales promotion, personal selling publicity / public relation direct/marketing and packaging to achieve its promotional objectives. This optional blend is a function of the promotional resources, nature of the product just to mention but a few.
Adirika, Ebue, and Nnolim (1996:35) sees promotional as the component used by the organization to inform, educate, an persuade the market regarding the company’s offerings, advertising, personal selling, sales promotion, publicity and public relations are the major variables of promotion.
Promotion is a vital ingredient of service and development, without adequate promotion, product may not sell where they sell, their continuity is in doubt. The art and scenic marketing promotion of marketing which companies advertising, personal selling, sales promotion, public relations and direct marketing is often associated with glamour and flamboyance.
Infact most of the budget of some companies is spent on promotion because of the need to survive in the competitive marketing environment.
Edoga and Ani (2000; 243) noted that marketing success does not, just depend on good product, good price and efficient distribution. It is also vital that organization communicates its offerings. Advertising, personal selling, sales promotion, public relations, and direct marketing can be used to inform prospective buyers about the benefit of their products, persuade them to try it and remind them later about the benefits they will desire by using the product.
Modern marketing companies are increasingly recognizing the value of an effective communication and promotion programme for their entire public this includes Supermarkets.
Ebue, noted that modern marketing does not stop at developing a grow products pricing it attracatively and making it ready available to target customers. The company must communicate to its target audienced tell good stories, disseminate information about the products existence, feature terms and benefits to the target market.
Oppo. J. (1972: 201) confirm that the promotional tools to serve as supreme vehicle in competition and provide the only way a market incure an help to penetrate an established market. He went further to state that for a company to excel above others in the competitive market, such a company must value the importance of promotion.
Heritage Supermarket engage in promotional activities in order to increase sales. Heritage supermarket which is one of the leading departmental supermarket in Enugu Metropolis is facing a lot of competition from departmental stores and markets. This has severally threatened their position in the market.
With the proliferation of supermarkets shop and attitude of most people in Enugu metropolis in patronizing open markets, there is need to appraise the promotional strategies used by the company in facing competition in the industry which is becoming Keener everyday.
Manufacturers and producers of goods and services including all are now aware that promotion does not only inform and persuade, but can strive towards profit making through increased sales.
It is in this light of this importance attached to promotion that the researcher seeks for look at promotional strategies for the Supermarkets in Enugu.
| 1 - 5 of 96 Reviews |