ABSTRACT
The study focused on an Appraisal of Promotional Strategies of
Barbing Salons in Enugu Metropolis with particular note on Top Class Barbing
Salon with Enugu.
The objectives of the study are:
· To evaluate the promotional strategies adopted
by Top Class Barbing Salon in order to determine these profitability.
· To determine the impact of public relations
adopted by Top Class Barbing Salon in customers patronage.
· To determine if advertising strategies adopted
by Top Class Barbing Salon in Enugu metropolis create customer’s awareness of
their services. Based on these four hypotheses was formulated each
focusing on the impact of a specific promotion.
Data were sourced from two principle sources primary and secondary
data. Extensive literature review on textbooks, Journals, and other
related materials were carried out. The population includes
management and relevant staff and customers of Top Class Barbing Salon within
Enugu metropolis.
Data collected were presented analysed and interpreted using
table, frequencies and percentages while the hypotheses were tested using
chi-square.
Based on the analysis. The following findings were
made. That barbing salon including the case organization are yet to
fully appreciate the importance of designing an optimal combination of
promotional mix to enhance it’s performance.
That public relation impacts positively on customers patronage and
billboards were poorly designed and not strategically located.
In view of above findings, the following recommendations were made
- Apart from the use of billboards advertising in
radio and newspapers should be used. The advertising message should
be based on quality of service offered, availability and moderate charges.
- Other promotional activities like sales
promotion, public relations, publicity and personal selling should be
adequately blended for improved performance. The researcher opined
that if the recommendations were judiciously implemented the case organization
should be able to serve their customer better with profit.
TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Formulation of Hypotheses
1.5 Significance of the Study
1.6 Scope of the Study
1.7 Limitation of the Study
1.8 Definition of Terms
CHAPTER TWO: LITERATURE REVIEW
2.1 Meaning of Market
2.2 Objectives of Promotion
2.3 Components of Marketing Promotional
2.3.1 Advertising
2.3.2 Sales Promotion
2.3.3 Personal Selling
2.4 Public Relation/Publicity
2.5 Direct Marketing
2. 6 Promotional Strategies for Service Business
2.7 Evaluation of Promotional Strategies.
CHAPTER
THREE: RESEARCH
METHODOLOGY
3.1 Sources of Data
3.2 Research Instrument used
3.3 Population of Study
3.4 Sampling Technique
3.5 Determination of Sample Size
3.6 Test of Validity and Reliability of the Research
Instrument
3.7 Method of Data Analysis and Treatment
3.8 Method of Questionnaire Administration.
CHAPTER FOUR
4.1 Data Presentation, Analysis and Interpretation
of Data
4.2 Test of Hypotheses
CHAPTER FIVE: SUMMARY OF
FINDINGS RECOMMENDATION
5.1 Summary Findings
5.2 Recommendations
5.3 Conclusion
BIBLIOGRAPHY
APPENDIX
CHAPTER ONE
1.1 BACKGROUND TO THE STUDY
Ebue (1990 : 1) stated that if you produce the
best product, package it brilliantly, price it right distribute it well and
position it to best meet the needs of customer you must have wanted all the
marketing skills if nobody knows you have done the things, and you customer and
prospects can only know through promotional activities.
Adirika E,
Ebue B. and Nnolim P. (2996 : 35) see promotion as the component used by the
organization to inform, educate and persuade the market regarding the company’s
offerings, advertising, personal selling, sale promotion, publicity and public
relations are the major variables of promotion.
Promotion
is a vital ingredient of survival and development, without adequate promotion
products may not sell when they sell their continuity is in doubt.
The art and science of marketing promotion, which comprises 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 promotions because of the need to survive
in the competitive marketing environment.
Onyeke K.
J. (2003 : 88) confirm that the promotional tools serve as supreme vehicles in
competition and provide the only way a market richer can, hope 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
import of promotion.
It may have
been an unfelt want, there may have been no want at until business actions
created it by advertising sales promotion, by investing something new.
Modern
marketing companies are increasingly recognizing the value of an effective communication
and promotion programme for their entire public. This includes
Barbing Salon service companies.
Olakunori
(2000 : 214) stated that the success of a company in a society of imperfect
competition to a larger extent depends on the effectiveness and efficiency of
marketing promotional activities.
The Emerson
Theory is generally now being regarded as being misleading in today” world of
noise and competition. A company must blow its trumpet he
emphasized. Ebue noted that modern marketing does not stop at
developing a good product, pricing it attractively and making it really
available to target customers. The company must communicate to its
audience, tell good stories, disseminate information about the products, existence,
features terms and benefit to the target market.
Top Class
Barbing Salon is a leading barbing salon in Enugu Metropolis. The
salon started operation in 1989 with Okeigwe in Abia State.
The company
does not involve so much in promotional activities; the only visible promotion
is mounting of signboard which is a mere recognition of the location of the
business premises. But with the proliferation of barbing salons in
Enugu metropolis there is the need to appraise the promotional strategies used
by the company in facing competition in the industry, which is becoming keener
everyday. Many actouner and producers of goods and services are now
aware that promotion does not only inform and persuade, but can strive towards
profit making through increased sales.
It is in
the light of his importance attached to promotion that the researcher seeks to
make an Appraisal of promotional strategies of barbing salon in Enugu
metropolis using Top Class Barbing Salon as a case
study.
1.2 STATEMENT OF PROBLEM
Inadequate
sales are often given by entrepreneur, as major causes of their
failure. A careful review of their circumstances often reveal
perfectly ignorance of the need for promotional skill or deliberate neglect of
the necessity for co-ordinate promotional strategies.
Many a time
barbing salons are very sure/optimistic about sales (patronage) they concern
the wrong notion that their goods will sell themselves, forgetting that even
the best product, services still need to be stimulated in order to move out of
the stores. Infact, the creation of effective promotional strategies is
an essential move towards creating a market.
The above
scenario applies equally to Top Class Barbing Salon despite the numerous
advantages inherent is effective promotion, and the fact that the adage which
says, if you don’t say I am nobody will say you are still very true or you are
here, the availability of promotional facilities, the need to used promotion,
to higher competition in this industry, the use of co-ordinated/effective promo
tools by Top Class Barbing Salon in its operation is barely evident and is
negatively imposture on its operation.
In view of
the above the researcher tried to appraise the promotional strategies of hair
dressing salons in Enugu metropolis with special interest on Top Class Barbing
Salon Enugu.
1.3 OBECTIVES OF THE STUDY
To determine the extent to which barbing salon
owners in Enugu metropolis are aware of promo tools.
To
determine the impact of direct marketing on customer patronage at Top Class
Barbing Salon in Enugu metropolis.
To appraise
the promotional strategies adopted by Top Class Barbing Salon in Enugu
Metropolis in increase profitability.
1.4 FORMULATION OF HYPOTHESIS
The following hypothesis were formulated and
tested.
Ho: Advertising strategies adopted by Top Class
Barbing Salon in Enugu metropolis do not create consumers awareness of barbing
salon services.
Hi: Advertising strategies adopted by Top
Class Barbing Salon in Enugu metropolis create consumers awareness of barbing
salon services.
Ho2:
Public relation strategies adopted by Top Class Barbing Salon in Enugu
metropolis have not helped to increase customer patronage.
Ho2:
Public relation strategies adopted by Top Class Barbing Salon in Enugu
metropolis have helped to increase customer patronage
Ho3
Personal selling strategies adopted by Top Class Barbing Salon in Enugu
metropolis have no positive impact on your patronage.
Ho3
Personal selling strategies adopted by Top Class Barbing Salon in Enugu
metropolis have no positive impact on your patronage.
Ho4
Promotional strategies adopted by Top Class Barbing Salon in Enugu metropolis
have not increase their profitability.
Ho4
Promotional strategies adopted by Top Class Barbing Salon in Enugu metropolis
have increase their profitability.
1.5 SIGNIFICANCE OF STUDY
The study will be of great benefit to the operations of any firm
at barbing salon. The study will show some of the cost effective
and efficient promotion game plans that would be adopted to increase the
performance of their service operation.
The study will equally help Top Class Barbing Salon to better
their operations in Enugu metropolis. Consumers who patronize Top
Class Barbing Salon will be better informed and educated not only on product
sold but on their services. The study will act as a source of
document to readers, who might find the study useful. Above all the
study will benefit the researcher as it will provide the researcher with an
in-depth knowledge and under standing in the area which could stir up further
study.
1.6 SCOPE OF STUDY
The study
which involves an appraisal of promotional strategies of barbing hair care
salons took an in-depth look at promotional strategies applied by barbing
salon. Again, the study is limited to Top Class Barbing Salon and
its customers within Enugu metropolis.
1.8
DEFINITION OF TERMS
1) Promotional strategy – It is controlled
integrated programme of communication method and materials designed present a
company and it products to prospective customer.
2) Advertising – Any term of non-personal
communicating or presentation or goods ideas and services conducted through the
mass media that is paid for by an identified sponsor.
3) Sales promotion – This consists of all
activities aimed of promoting immediate sales. it is designed to
achieve fast sales or consumer response.
4) Public relation – The deliberate planed and
sustained effort to establish and maintain mutual understanding between an
organization and its public.
5) Direct marketing _ If is an interaction
marketing system that use one or more advertising media to effect a measurable
response.
6) Personal
selling- Fall to fall interaction
with one or more prospective purchases for the purpose of making presentation
answering questions and producing orders.
7) Source – Any activity benefit or satisfaction
that is offered for sales it does not result in the ownership or anything.
8) Marketing-
The management process responsible for identifying, anticipating and satisfying
customers requirement profitably.
Department | Marketing |
Project ID Code | MKT0023 |
Chapters | 5 Chapters |
No of Pages | 104 pages |
Methodology | Chi Square |
Reference | YES |
Format | Microsoft Word |
Price | ₦4000, $15 |
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Contact Us On | +2348039638328 |
Contact Us On | +2347026816414 |
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