DEPARTMENT OF BUSINESS ADMINSRATION, PROJECT TOPIC: THE ROLE OF PROMOTION IN IMPROVING SALES TURNOVER

THE ROLE OF PROMOTION IN IMPROVING SALES TURNOVER 

(A CASE STUDY OF OSI GARI PRODUCERS)

PROPOSAL

The main aim of this write-up is just to analyze and state the role of promotion in improving sales turnover. A ease study of OSI GARI PRODUCERS.

Osi Gari producers, the oldest member of Gari producers started its operation as a producers and distributors of Gari for household consumption. In this study, we are particularly concerned about the promotion of Gari product of Osi Garl producers as well as the role of promotion in improving sales turnover of the product (Gari ).

The introduction of this topic includes the background of the study, statement of problems, research questions, objectives of the study, definition of terms, scope of the study as well as the significance of the study not leaving the limitation of the study and history of the case study.

The second chapter includes literature reviews on the project topic, Meaning of promotion, purpose of promotion, importance, elements of promotion (promotional mix), meaning of sales turnover, promotional methods used in improving sales turnover of Gari as well as the role of promotion in improving sales turnover.

The third chapter includes research methodology. That is the methods of data collection, all the summary of some data collected from and the problem encountered during the process of collecting the data. The data may be from the primary or secondary one. Chapter four includes the analyses of the above data and its presentation. This is the cogent point and chapter of the project where we will have to present the data of the characteristics and classification of the respondents as well as presentation and analysis of data based on research questions.

The last chapter will include the suggestions and possible remedies to the problems facing Osi Gari producers concerning the promotion of Gail. Not leaving the summary. conclusions, recommendations and references.

TABLE OF CONTENTS

Title age

Approval page ii

Dedication iii

Acknowledgement iv

Abstract

Tables of content

CHAPTER ONE

introduction

I.1    Backhrond  of  Study

1.2   Statement of the Problem

1.3   Research Questions

1.4   Objectives of the Study

1.5   Definition of Terms

I 6    Scope of the Study

1.7   Significance of the Study

1.8   Limitations of the Study

1.9   History of the Case Study

CHAPTER TWO

Literature Review

2.1.1        Meaning of Promotion

2.1.2        Purpose of Promotion

2.1 .3 Importance of Promotion

2.1.4        Elements of Promotion (Promotional Mix)

2.2.1        Promotional Methods Used in improving Sales Turnover of Garri

2.2.2 The Role of Promotion in improving Sales Turnover

CHAPTER THREE

Research Methodology

3.1   Research Design

3.2   Study of the Population

3.3   Sampling Designs and Techniques

3.4   Research Instruments and Techniques

3.5   Questionnaire Design

3.6   Data Processing and Collection Procedure

3.7   Limitation of Research Methodology

CHAPTER FOUR

Data Presentation and Analysis

4.1   Introduction

4.2   Characteristic and Classification of Respondents

4 3   Presentation and Analysis of Data Based on Research Question

CHAPTER FIVE

Summary, Conclusions and Recommendations

5.1   Summary

5.2   Conclusions

5.3   Recommendation

        References

CHAPTER ONE

INTRODUCTION

1.1 BACKCROIJND OF THE STUDY

Promotional activities are a significant part of our life and culture. We believe in promoting our cause and products because if you do not say “here I am”, nobody would know you are there. Let people know you, what you can offer i.e. your (Ego) potentialities, and you can only do these thorough promotion

Promotion means any form of communication which is intended to inform, educate and persuade with the ultimate objective of bringing about facilitating a transaction. it can be described as the means by which we r3e known what we have to sell or what we want to buy. It can also be described as a mode of advancing an idea or to push forward something tangible in such a way as to gain acceptance and approval for it. The fact is that after you have produced the best product, packaged it brilliantly, priced is rightly, distributed it magnificently and positioned it to best meet the need of the consumers, you need promotion to create awareness, persuade influence and remind the actual and potential buyers and the public at large about your products or service. For example, many religious groups and government agencies are now engaging in promotional activities to create awareness about their services to attract more followers and retain those who have been attracted.

Therefore, promotion in the broad sense consists of coordinated marketer initiated efforts to establish channels of information and persuasion to foster the sales of goods or services, or the acceptance of ideas or point of view   

 1.2  STATEMENT OF THE PROBLEM

Whenever a product is produced, there is a definite motive behind its production. Manufacturers of product are particularly concerned with how their products will be accepted by the ultimate consumers as well as how attractive the products are, and this is where competition comes n. In order to achieve all these goals, products need promotion.

The greatest problems confronting the gales turnover of Gari at Osi are as follows:

i.      Poor Packaging: The mode of packaging of Gari is very local compared to some related products Like semovita, which is well packed. As a result of this, only people especially, the poor people, purchase it thereby leading to low volume of sales.

ii.     Poor transportation: Another problem to be considered is that of poor transportation in the area. Some of the roads are not motorable. As a result of this, the Osi Gari producers are unable to Transport their products to urban areas where they can participate in trade fairs, sales exhibitions, product displays etc in order to increase sales.

1.3   RESEARCH QUESTIONS

A research questions serves as a guide to the researcher in his quest for answers to the problem being investigated.

A typical examples of research questions in the case of this study are

i.      Do many Gari producers believe in advertising their products?

ii.     Is there any perfect market for their products?

iii.    How was the interaction between producers and their

customers?

Iv.    Is there a good road leading to their factories?

1.4   OBJECTIVES OF THE STUDY

For any occurrence, there must always be an objective or aim of embarking on such thing, so also we must be aware of the aim of studying and  researching on the study. Promotion is necessary in any business dealing in life, simply because, there is the need for businessmen to know that unless their transaction are being consumed by the public, there is bound to be failure in all there business endeavour. Therefore, today’s marketers and manufacturers have to know the significance of promotion.

However, the objectives of this study are simply to

 i.     Analyze the significance of promotion;

ii.     Enumerate the promotional tools used in improving sales turnover of Gari, and

iii.    To state and discuss the effect of promotion, elements, importance, purpose etc on improving sales turnover of Gari and for marketers to know the usefulness of promotion.

1.5   DEFINITION OF TERMS

The following are the terms used in the completion of the study as regard promotion. There are terms in accordance with the level of which the project work is going to he carried out.

1.     Promotion Mix; This includes the followings:

i.      Advertising

ii.     Personal Selling

iii.    Publicity

iv.    Sales Promotion

v.     Public Relation

2.     Sales Promotion: Those marketing activities, other than persona’ selling, advertising and publicity that stimulate consumer purchasing and dealer effectiveness, such as displays and shows and exhibition. demonstrations and various non-recurrent selling efforts not in the ordinary routine

3.     Personal Selling: Oral presentation in a conversation with one or more perspective purchasers for the purpose of making sales.

4.     Product Mix: The composite of products offered for sales by a firm or a business unit

5.     Publicity: Non personal stimulation of demand for a product, service or business unit by planting commercially significant news about it in a published medium that is not paid for by the sponsor.

6.     Merchant: A bushiness unit that buys, takes little to and resells merchandise.

7.     Market: The aggregate of forces or conditions within which buyers arid sellers make decisions that result in the transfer of goods and services

I4 SCOPE OF THE STUDY

The scope of the study is somewhat wide in concept, but for the purpose of this work, we are only opportune to limit the scope to the level of understanding areas: the element and meaning, tools of promotion, effect of promotion on a product life or definite product as well as the role of promotion in improving sales turnover.

Not that alone, but also the objectives f the study (promotion objectives or aims); as well as the problems faced during the process of promoting a definite group of product and lastly the promotion budget as well as the importance of promotion.

1.7   SIGNIFICANCE OF THE STUDY

Several factors point to the significance of this study. In the first place as the distance between producers and consumers increase, and as the number of potential buyers grows, the problem of market communication becomes significant.

Once middlemen are introduced into a marketing pattern, it is not enough for a producer to communicate only with the ultimate consumers or industrial users. Its becomes essential that the middlemen too be informed about products. Wholesalers in turn must promote the products to retailers, and retailers must communicate with consumer. In other words, even the most useful and want-satisfying product will be a marketing failure if no one knows it is available. “A basic purpose of promotion is to disseminate information to let potential customers know”

The intense competition between different industries, as well as between individual firms within an industry, has placed tremendous pressures on the promotional programs of individual sellers. In our economy of abundance, want satisfaction has generally replaced the necessity fulfilling only basic physiological requirements. Consequently, customers  are more selective in their buying choices, and a good promotional program is needed to reach them.

Oddly enough, promotion is also needed during periods of shortages - the opposite of abundance. During period of shortages, advertising can stress product conservation anti efficient uses of the product. The sales force can direct its efforts towards servicing accounts and helping customers solve their shortage-  induced problems. Other promotional activities can be used to aid consumers in “making do” and incidentally help build the company image.

Any economic decline quickly points up the importance of selling during such a period there are no major problem in product planning. Channels remain essentially the same and the pricing structure is basically unchanged. The key problem is selling promotion is needed to maintain the high material, standard of living and the high level of unemployment that we enjoy in this country.

1.8   LIMITATION OF THE STUDY

Limitation of the study refers to the problems or difficulties encountered or acquired through the project work concerning promotion of the organization which includes:

i.      The unwillingness of the workers in Osi Garri industry to assist in knowing that facts behind the study, in order not to give out the secret of their operation concerning promotion.

ii.     Inadequacy of direct communication with the people who are concerned or the people to he truly contacted for details of the clues.

iii.        Lastly, the availability of lack of cooperation within the workers so as to give the go ahead for the completion f the information received from the industry.

1.9   HISTORY.OF THE CASE STUDY -

Gail production in Osi, Ekiti Local Government area of Kwara state been in existence from time immemorial but it recorded some breakthrough from October 20th 1983 when Osi Gari producers were established by a group of Gari producers  (mainly Cassava farmers) in order to enjoy economies of large scale production. Before the formation of Osi Gari Producers Union, Gari production at Osi was only for the personal consumption of the producers. But  immediately after the formation, Gari was given a greater recognition and began to sell in the commodity market.

The  processes involved in production of Gari can be stated thus:

i.      Planting of cassava stick

ii.     After planting, it is being nurtured to maturity

iii.    After maturity, they have to do the uprooting or harvesting

iv.    Peeling, washing and grating Follows immediately

v.     Lastly, drying and frying comes in.

After doing all these, Gari would now he ready for consumption and involves to the consumers. Furthermore, the Osi Gari producers are actively involved in the manufacturing and marketing of a family of own products.

The industry is a division of a merchant marketers that involves in the manufacturing and marketing of the products such as Gari, processed cassava used for Fufu, household foodstuff such as palm oil etc.

As a manufacturers and marketers of Gari, Osi Gari producers are play makers in the aspect of promotion.

CHAPTER TWO

LITERATURE  REVIEW

2.1.1        MEANINUOF PROMOTION

There are various meaning of promotion, as there exist many different thoughts about promotion.

Promotion refers to such Mass Communication Media as advertising special promotions display and publicity. Promotion can also be defined as an exercise in information, persuasion and communication. These three objectives are related, because to inform is to persuade, and conversely, a person who is persuaded is also being informed. And a persuasion and information become effective through some form of communication. On the other hand, promotion can also be said to be method of stimulating customers. Purchasing including personal selling advertising and publicity.

Promotion to our own view is synonymous with selling. Its intents is to inform persuade and influence and it is an essential element in modern marketing. The major forms of promotion will be listed as the elements of promotion (promotional mix).

1.2 PURPOSE OF PROMOTION

Having understood what promotion is all about, the next burning questions bothers on why a marketing manager should embark on promotion.

Many reasons have been put forward on the need for promotion, and these include.

i.      The marketing manager aims at marketing as much as possible and generates huge volume of sales to have high returns on investment. He therefore promotes to reach this goal.

ii.     Promotions is also embarked upon so as to gain maximum market share:

iii.    Promotion helps keep the image of the product and its manufacturers in the minds oldie consumer.

iv.    Promotion changes the location r the interrelationship between supply and demand in favour of increasing the demand for the product.

V.     Promotion is also capable of affecting that elasticity of demand in such a say that causes the product’s demand to be logicaly inelastic as the price increases and highly elastic as the price decreases.

2.1.3 IMPORTANCE OF PROMOTION

‘According to the modem promotion of nowadays, the importance of promotion can be grouped into three different ways by the researchers / marketers. They are

i.      Business importance

ii.     Economic importance

iii.    Social importance.

1.  Business Importance: Promotional strategy has become increasingly important to both large and small business enterprises. The long term rise in outlays for promotion is well documented and attest to management faith in the ability of promotional efforts to produce additional sales. It is difficult to conceive of an enterprise that does not attempt to promote its products or service in some manner or another. Most modem institutions simply cannot survive in the long run without promotion. Non-business enterprises have also recognize the importance of promotion. Religious organizations have acknowledged the importance of promoting their product. Even labour organizations - have used promotional channels to make their view points known to the public at large. In fact, promotion currently plays a larger role in the functioning of non-profit organization that it even did in the past -

2.  Economic Importance: promotion has assumed a degree of economic importance if for no other reason than the employment of the several million people. Effective promotion has allowed society to derive benefits that were otherwise unavailable, The criticism that promotion cost too much fails to take into consideration the effect of promotion on other categories of expenditure.

Promotion strategies that increase the number of units sold permit economies in the production process, thereby lowering the production cost assigned to each Unit of output. Lower consumer prices allow these products to be made available to more people. Similarly, researchers have found that advertising subsidies the information content of newspapers and the broadcast media. In short promotion pays for many of the enjoyable and educational aspect of contemporary life as well as lowering product cost.

3.  Social importance: Criticism such as most “promotional messages are tasteless and “promotion contributes nothing to the society” sometimes ignore the fact that no commonly accepted set of standard or priorities exist within the social framework. The US diverse economy is characterized by consumer segments with differing needs, wants and aspirations. What is tasteless to one group may be informative to another. Promotional strategy is faced with “averaging” problem that escapes many of its critics. The one generally accepted standard in a market society s freedom of choice for the consumer. Customer buying decision eventually determine what is acceptable practice in the market place.

Promotion has become an important factor in such “causes” as campaign to achieve physical fitness and elimination of drug abuse. It perform an educative and informative task that makes it extremely important ii the functioning of any modem society.

2.1.4 ELEMENT OF PROMOTION

Element means quality or amount to be noticed. As regard promotion, promotion element comprises of what makes promotion to be a word to he reckoned with. Elements of promotion includes advertising, personal selling, publicity, sales promotion, public relation etc.

i.      Advertising: This can he defined as any paid-for form of non- personal presentation of the facts about goods and service or ideas to a group. A breakdown of the definition and comparison with the other areas of promotion makes it more easily understood. Publicity is free and advertising is paid for, display actually shows the goods whereas advertising only tells the fact about them.

By and large companies feel that the greatness return for the promotion, naira comes as a result of advertising. Hence advertising warrants and is afforded he lions share of the promotion budget by most marketers.

ii.     Personal Selling: This is an oral presentation in a conversation with one or more prospective purchasers for the purpose of making a sale. That is face-to-face selling.

iii.    Publicity: Publicity invokes securing editorial space as divorces from paid space. In all media read, viewed. or heard by the company’s customers or prospects, for the specific purpose of assisting in the meeting of sales goals. Publicity is used to create good image of the company and its product in form of favourable news about the company. It is also used to promote products brand, places, ideas, activities and organization in order to receive favourable responses from the public or targeted audience.

iv.    Sales Promotion: This Consists of marketing activities other than personal selling, advertising and publicity that stimulate consumers purchasing and dealer effectiveness. It is one of the marketing activities that are involved in creating “something extra” attached to a particular product. It includes such intermittent activities as contests, premium, displays, shows, exhibitions, demonstration and various other non-routine selling efforts. For example, in Nigeria, 7 up s “spell and win” Bonanza carried out some time ago was an aspect of sales promotion,

v.     public Relation: Public relation is non-personal stimulation of demand for a product, service, or business unit by placing commercially significant news about it in a publication or obtaining a favourable presentation of it upon radio, television or stage that is not paid for by identified sponsor.

2.2.1 PROMOTION METHOD USED IN IMPROVING SALES TURNOVER OF GARRI

The method being used by Osi Gari producers nowadays has constituted the main effectiveness and the progress of Gari sales nationwide.

Osi Gari producers make use of advertising as a major promotional tool in the sales of Gari. Other tools used include personal selling (face-to face selling), radio etc. Advertising is hearing used because of the fact that it assists in selling, by drawing attention of the consumers to the characteristics of a product which will appeal to the buying motives of customers, in the segment of the market to when it planned to sell the product. They seek to do this by providing information capable of stimulating buying deserves and by supplying reasons why they should prefer their product.

2.2.2 THE ROLE OF PROMOTION IN IMPROVING SALES TURNOVER

In Nigeria today, numbers of companies or industries make way for growth and development in making an efficient decision that may aid effective administration and realizing the organizational goals and objectives.

Promotion is vital to the Gari production industry (Osi Kwara state). Ant is needed to maintain or build the standard of living and level of unemployment that we suffer in this country. Evaluating the effectiveness is usually the task of the marketing research of the industry or of an outside

agency, which is responsible for analyzing of the competitive

Strengths and weakness of existing product.

The Nigeria market place toady operates under conditions of imperfect competition. That means, there is product differentiation, non – rational buyers behaviours. Under these conditions, promotional activities ire essential for the Gari marketers (Osi Gari producers) that is the industry needs promotion to persuade the buyers and to bring more information into the buying decision process.

The marketers believe that the basic purpose of promotion is to change the location and shape of the demand curve for the company’s products. Through promotion, Osi Gari producers make attempts to

a. Shift Gad demand curve to the right, and

b. Change the shape of the curve.

It can he illustrated as thus:

DIAGRAM

However, through the use of promotion, the organization hopes to increase the sales volume of Gari at any given price. It also hopes that promotion will affect the demand elasticity for the product making the demand inelastic when the price increases and elastic when the price goes down.

As the management put it, organization needs to continue to advertise their products, whether you have new things to say or not.

CHAPTER THREE

3.0   RESEARCH METHODOLOGY

The purpose of this research is for the writers to find the role of promotion in improving sales turnover. As we all know that the purpose of promotion is to keep the image of the and its manufacturers in the minds of consumer, it is therefore imperative for researchers to understand the elements of the promotional mix in order for them to be able to decide on an  on an effective combination of promotional ingredients to achieve their promotional objectives. Also they must understand the factors that influence the choice o: each element of promotional mix.

3.1 RFSEARCH DESIGNS

The data for this research was collected from both primary and secondary source of data collection. The primary source of data collection are from marketing and sales women from the company of the case study, and from some of the accessible customers. This was possible through interview conducted and some questionnaire given to respondents by the researcher to facilitates the information required for the study. That questionnaire will be discussed later in this chapter.

Secondary source of data collection employed by the researcher involves the use of some selected textbooks, lecture manual However, in collecting data for the study, structure of question and oral interview were used by the researcher. They were designed in a structured form to meet the researcher choice, of topic.

3.2 STUDY OF THE POPULATION

The population to this research work was Osi Gari producers, sales people, drivers etc. That is, it includes those that are involved directly and indirectly towards the production and promotion of the product.

1.3 SAMPLING DESIGNS AND TECUNIQUES

Due o some limitation, we choose to have our sample selected in Osi and have the element selected from the survey population since all sampling unit cannot he net to extract information needed, both from the factory of the case study and customers. Therefore, we decided to use judgment sampling techniques with which we used to select our element which we feel could give us reasonable and revisable information. The sample size as so malt due to Lick of financial ability since the greater the size of population, the higher the cost of data collection. We have ninety respondents both from the factory and the market throughout the investigation process.

Personal or sampling by opinion plays a vital role in selection of respondents that we feel could offer ‘a reasonable response to our findings.

3.4 RESEARCH INSTRUMENT AND TECHNIQUES

The research instrument used in this study is questionnaire. It was adopted order to minimize the problems associated with data collections and to ensure the results from the study were reliable as expected and intended. It was to design to sample respondent view about the question

on the role of promotion iii improving sales turnover with reference to Osi Gari producers, makers of Gari.

“Research is a scientific, reliable and valid method of acquiring knowledge which is aimed at-discovering the relationship that exist among the phenomenon that occurs”

Some researchers have spent time and efforts on -what research techniques that can be used to obtain significant knowledge about the organization.

3.5 QUESTIONNAIRE DESICN

Questionnaire is defined by Lattman and Berger as a self-administered process whereby the respondent himself reads the question and respond his answer without the assistance of the interview.

Questionnaire has to be drawn and designed by thee researcher with support of the supervising lecturer which contains relevant questions to area of the study. The respondent is required to fill the questionnaire with appropriate answers. These questions should not be ambiguous, bias should he capable of having precise and definite answers.

The questionnaires were divided into two sections:

i.      SECTION 1: The respondents are to provide information which are supposed to he personal to them, the data in this section were analyzed to get personal information about the respondents. They include name, age, sex, marital status etc.

ii.     SECTION 2: This was designed for the workers of Osi Gari industry, only which contains fourteen questions (14). It was designed to collect data relating to the industry continuous production as a result of promotion impact.

Questionnaire provides the following:

i.      it is speedy and less costly:

ii.     Data collected are easier to tabulate and interpret and easy to analyze; -

iii.    Questionnaire reduces the chances of interviews influencing results through different questions.

3.6 DATA PROCESSING AND COLLECTION PROCEDURE

Two-men method was admitted for collecting data:

i.      Immediate response to interview recording

ii.     Five day privilege given to respondent to fill the structured question given to them.

After the fifth day the researcher went there himself to collect the completed questionnaires to analyze the response given to the question so as to determine the researcher stood ground.

The interview and the question conducted were based on:

1.     Experience of salesmen and women before embarking on promotional activities.

2.     What motivates them in improving sales turnover through promotion.

3.     How are workers trained and treated in the industry.

4.     The sources of finance etc.

3.7 LIMITATION OF THE RESEARCH METHODOLOCY

In carrying out a study of this nature a number of obstacles naturally are bound to limit the extent to which one can explore.

The extent of inadequate information due to unwillingness and un -cooperated nature of some of the workers of the factory chosen as a case study because of what they regard as confidential and sincerity to the factory and some of the customer consulted fail to understand the usefulness of the information to them by the researcher.

Secondly, the fact that only few workers of the Osi Gari producers factory are educated was really the greatest problem we faced and that explained the decision while we limited our research to those few educated workers.

Time constraint is another limited factor which spell doom on the researcher not to carry out the study as it should be since the researcher has ü put into consideration some academic class lecture which serve as a constraint to fully devote enough time to a study of this magnitude.

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 INTRODUCTION

Research investigations art no complete until their findings have been made available to the persons who are concerned with them, and who may involve n making decisions.

This particular chapter contains the details of information collected through the use of questionnaire and personal interviewing from the respondents which include the workers of Osi Gari industry.

In the course of the studs. sixty (60) questionnaires were distributed and (40) were collected. The method of statistical analysis used in carrying out the study depends on the nature of the original data collected. For the purpose of the study simple percentage (%) method was used to present the data collected.

4.1 RESPONDENTS CHARACTERISTICS AND

CLASSIFICATION

TABLE 4.1: SEX

ALTERNATIVE	RESPONSE	PERCENTAGE
Male	10	25
Female	30	75
TOTAL	40	100

Source: Fieldwork Survey 2011

In the table above, we can observe that the majority of the participants are female. This is because Gari production is mainly for women. And the women have the percentage’ of 75% white the male have 25%.

TABLE 4.2 AGE

ALTERNATIVE	RESPONSE	PERCENTAGE
21 – 25 years	15	12.5
26 – 30 years	10	25
31 – 39 years	15	37.5
40 – 50 years	5	12.5
60 and above	5	12.5
TOTAL	40	100

Source: Fieldwork Survey 2011

In all our observation, age is very important as observed from the table: most of the participant ranked between age 31 —39, which indicate that the young and energetic men and women dominate the industry. This was also followed by the participant ranged between age 26 — 30. The participant ranged between age 31 —39 have the percentage of 37.5% while those ranged between 26—30 have 25% of the respondents.

TABLE 4.3: MARITAL STATUS

ALTERNATIVE	RESPONSE	PERCENTAGE
Married	25	62.5
Single	15	37.5
TOTAL	40	100

Source: Fieldwork Survey 2011

From the table above, it is found that 62.5% of the respondents were married while 37.5% were single.

TABLE 4.4: EDUCATIONAL QUALIFICATION

ALTERNATIVE	RESPONSE	PERCENTAGE
Primary school Certificate	10	25
Female	30	75
WAEC	5	12
Illiterates	25	6.5
Others	-	-
TOTAL	40	100

Source: Fieldwork Survey 2011

From the table above, majority of the respondents are illiterate who poses little or no knowledge of how to promote their product and have the percentage of 62.5% while the next to them was primary school certificate holder which has 25% of the respondents while WAEC holder was also 5% of the total respondents.

PRESENTATION AND ANALYSIS OF DATA ACCORDING TO

RESEARCH QUESTIONS

TABLE 4.5: Is Gari promoted?

ALTERNATIVE	RESPONSE	PERCENTAGE
Yes	40	100
No	-	-
TOTAL	40	100

Source: Fieldwork Survey 2011

The table above indicates that all the respondents believe that Gari is promoted and claim the whole hundred percent (100%) of the respondents.

TABLE 4.6: Do you believe that without advertising the consumers may not be aware of Gari product?

ALTERNATIVE	RESPONSE	PERCENTAGE
Strongly agreed	25	62.5
Disagreed	10	25
Strongly disagreed	5	12.5
TOTAL	40	100

Source: Fieldwork Survey 2011

From the overleaf analysis, 62.5% of the respondents strongly agreed hat without promotional activities of Gari product, consumers may not be aware of the product while 25% of them disagreed that without promotion Gari an can still put up well. And 12.5% strongly disagreed that without promotion consumers will be aware of the product.

TABLE 4.7: Have you witnessed production stoppage since engaging in Gar production?

ALTERNATIVE	RESPONSE	PERCENTAGE
Yes	10	25
No	30	75
TOTAL	40	100

Source: Fieldwork Survey

A large number confirmed that they have not witnessed production stoppage and have the percentage or 75% of the respondents while those respondents who said they have witnessed production stoppage has the percentage of 25% of the total respondents.

TABLE 4.8: Why was this possible?

ALTERNATIVE	RESPONSE	PERCENTAGE
Availability of Cassava	20	50
Availability of Labour	-15	37.5
Availability of production Equipments	4	10
Others	1	2.5
TOTAL	40	100

Source Fieldwork Survey 2011

Majority of the respondents agreed to have not witnessed production stoppage as a result of availability of cassava and have 50% of the torn! respondents. Availability of labour is 37.55 of the respondents, equipments s .10% while others is 2.5% of the total respondents.

TABLE 4.9: Does advertising improve Gari sales turnover?

ALTERNATIVE	RESPONSE	PERCENTAGE
Yes	35	87.5
No	5	12.5
TOTAL	40	100

Source: Fieldwork Survey 2011

Here, majority of the respondents confirmed that advertising improved the sales of their product. The majority of the respondents claim 7.5% while 12.5% of the respondents believe that without advertising there an he improvement in sales turnover.

TABLE 4.10: How often is promotion of Gari being planned in your industry?

ALTERNATIVE	RESPONSE	PERCENTAGE
Yearly	25	62.5
Quarterly	10	25.5
Others	5	12.5
TOTAL	40	100

Source: Fieldwork Survey 2011

It can be observed that Qsi Gari producers planned their promotion on Gari product yearly. This is because majority of the respondents with the percentage of 62.5% responded that promotion is planned yearly.

TABLE 1.11: Are workers trained in your industry?

ALTERNATIVE	RESPONSE	PERCENTAGE
Yes	25	62.5
No	15	37.5
TOTAL	40	100

Source: Fieldwork Survey 2011

In the table above, 62.5% of the respondents said they were being rained in their industry while 37.5% said they were not trained in their industry.

TABLE 4.12: How often are workers trained in your industry?

ALTERNATIVE	RESPONSE	PERCENTAGE
Monthly	10	25
Quarterly	25	62.5
Yearly	5	12.5
TOTAL	40	100

Source: Fieldwork Survey 2011

From the table above. 62.55 of the total respondents said that they .ere being trained within The industry quarterly.

TABLE 4.13: Should promotional activities of this product be when demand is heavy or exceed capacity?

ALTERNATIVE	RESPONSE	PERCENTAGE
Yes	35	87.5
No	5	12.5
TOTAL	40	100

Source: Fieldwork Survey 2011

Majority of the respondents with the percentage of 87.5% agreed that should be a continuation of promotional activities of Gari product 125% disagreed with the continuation of promotional activities.

TABLE 4.14: Do you implement the advice given to you by your consumer?

ALTERNATIVE	RESPONSE	PERCENTAGE
Yes	30	75
No	10	25
TOTAL	40	100

Source: Fieldwork Survey 2011

From the table above, it is observed that Osi Gari producers make use of the consumers’ advice.

CHAPTER FIVE

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

5.1   SUMMARY

Perhaps, it has come to be part of our national life especially since the nation’s economy became distressed that -there is something’ remarkable about the shape and coloration of sales promotion in the country.

Industries both in the service and manufacturing sectors have almost uncharacteristically adopted this sales strategy (promotion) as part of their routine, effort to keep apace with the ever-changing highly sophisticated but fast shrinking Nigeria market. Unlike in the past when companies claim sales promotions as part of their social responsibilities, investigations over a period of time during the completion of this project work revealed and confirmed otherwise that sales promotion is a real business pursued with all dexterity and vigor to which millions of naira is sometimes committed with the ultimate aim of reaping bountiful results.

Osi Gari producers embark on sales promotion as a result of their indebtedness to see through the increase in sales volumes as well as to beat competition as bait.

From the beginning el this project, emphasis was being made on what promotion denotes and means, its objective and importance as well as the significance of promotion to Osi Gari industry. The literature review include the promotional activities used in improving sales turnover.

However, whether the huge amount expended on sales promotion pay off eventually is an issue many would not want to discuss, especially as the industry continue to pretend that its desire was not to make profit. Then, the role of promotion in improving sales turnover is at stake.

5.2 CONCLUSIONS

In conclusion, promotion is not only essential for Gãri product but for ill business dealing in life. We also believe that promotion leads to increment of profit and enable some people to aware of a particular product.

We also conclude that personal selling and advertising is the most suitable promotional tools for improving sales turnover of Gari. But the fact there is the amount that the producers spend on sales promotion will determine how people will develop interest to their product which resulted in improving sales turnover.

Finally, we assume that promotion is the key of success to any business dealing in life.

5.3   RECOMMENDATIONS

Investigation showed that most sales promotions are two-pronged market-driven initiatives when competitions become stiff. The company should embark on a rigorous advertising and sales promotion campaigns toward -off the role of rival products.

Also sales promotion should take the center stage when sales with or without competition continue to drop abnormally. The researcher also recommends the acquisition of skillful sellers in determining the cost to be incurred in promotion activities in order to avoid excessive funding.

Since most promotions are discounted by the company and are often offered to consumers without additional financial commitment, it must mounts to a self-confession of non-performance. Hence the industry should go nm sales promotion with the aim of reaching the users.

We however argued that rather than invest heavily in promotional campaigns, the industry could slash prices of their product to attract more patronage Although, many industries would not readily accept such propositions.

REFERENCES

AROWOMOLE, K. A. 4 (1997): Fundamentals of Modem Business Management, Ilorin: Joyous Printing Press.

DIAMOND, J. AND GEIZALD P. (1972): Princp1es of Marketing, Practice Hall  Inc. New Jersey: Oxford University Press

MODERN A. R, (1973): Element of Marketing, 3rd Edition New jersey Oxford University Press

STANTON, W.J (1981): Fundamentals of Marketing, 6th Edition Tokyo. Mc-Grow Hill Inc. Cambridge University Press

KURTZBOONE P. (1985): Principles of Modern Marketing 4th Edition. Houston, Texas, University Of Texas Press