A STUDY OF PROMOTIONAL STRATEGIES IN THE MANAGEMENT OF SUPERMARKET (A CASE STUDY OF JOVENSON SUPERMARKET AUCHI, EDO STATE)

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ABSTRACT

This project was carried out to examine promotional strategies in the management of supermarket. The main objective was to know the impact of promotional strategies in supermarket and also to know the composition of Promotional strategies within the supermarket. The survey research method was adopted. It was discovered that promotional strategies stimulate consumers and give them a choice among different varieties of product. It was concluded that promotional strategies create a great impact on market share and sales. Based on the findings, the study recommends among others that supermarkets should aim at obtaining good quality products and services with honesty in the use of promotional strategies to enable the consumer make the most rational choice of product and services.

TABLE OF CONTENTS

Title Pagei

Certification ii

Dedication iii

Acknowledgementsiv

Abstractv

Table of Contentsvi

CHAPTER ONE: INTRODUCTION 1

1.1Background of the Study3

1.2Statement of the Problem3

1.3Objectives of the Study4

1.4Hypotheses 4

1.5Scope of the Study5

1.6Significance of the Study5

1.7Limitations of the Study5

1.8Operations Definition of Term7

CHAPTER TWO: LITERATURE REVIEW9

2.1The Meaning of Supermarket9

2.2Concept of Promotional Mix11

2.3Factors Influencing Promotional Strategy 19

2.4Selection of Promotional Strategies 21

2.5Effectiveness of Promotional Strategies 25

2.6Summary of the Chapter29

CHAPTER THREE: RESEARCH METHODOLOGY 30

3.1Research Design 30

3.2Population of the Study30

3.3Sampling Techniques30

3.4Data Collection Methods30

3.5Methods of Data Analysis31

CHAPTER FOUR: DATA ANALYSIS, INTERPRETATION AND DISCUSSION 33

4.1Data Presentation 33

4.2Analysis of Questions33

4.3Data Analysis/Testing of Hypothesis40

4.4Discussion of Findings 45

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS 47

5.1Summary of Findings47

5.2Conclusion48

5.3Recommendations48

References 50

Appendix I 51

Appendix II52

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A STUDY OF PROMOTIONAL STRATEGIES IN THE MANAGEMENT OF SUPERMARKET (A CASE STUDY OF JOVENSON SUPERMARKET AUCHI, EDO STATE)

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