ABSTRACT.
This research work appraises the effectiveness of different Promotional
strategies and tools adopted in the marketing of consumer goods in Enugu
(with special reference to Hardis and Dromedas Ltd Emene, Enugu). These
Promotional tools, when adequately and correctly adopted create the
needed awareness on the product and equally facilitate their marketing.
The objective of this study is to present the different promotional tools,
analyze them and know which one to adopt at a particular time to win
more customers.
To conduct this study, three hypotheses were formulated.
Questionnaires were designed and administered to consumers at
establishments within Enugu metropolis. The data were analyzed using
appropriate statistical tests and tools (Analysis of Variance ANOVA and Chisquare).
The findings as indicated by the result of the hypotheses revealed
that promotional activities influence in no small measure the buying habits
of consumers of Hardis and Dromedas products in Enugu. Advertising
followed closely by sales promotion were observed to be the most
influential promotional tools preferred by consumers of their products. The
study recommended that manufacturers of these goods should give more
credence to advertising, sales promotion, personal selling, publicity and
public relations in their respective order when formulating promotional
tools.
