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EFFECTIVE PROMOTIONAL STRATEGIES FOR OPERATIONS OF HAIR DRESSING SALOON IN ENUGU METROPOLIS (A CASE STUDY OF AFTER 8 SALOON)

ABSTRACT

The study focused on effective promotional strategies for operations of hair dressing saloon in Enugu metropolis with particular not on after8 saloon –Neo haven. The objectives of the study are; To evaluate the promotional strategies adopted by after 8 hair dressing saloons in order to determine their profitability. To determine the impact of public relation adopted by after 8 saloons in Enugu metropolis create customer’s awareness of their service. Based on these four hypotheses were formulated each focusing on the impact of specific promotional strategies. Data were sound from two principal sources primary and secondary data. Extensive literature reviews on textbooks were carried out. The population includes management and relevant staff and informers of after 8 hair dressing. Data collected were presented, analyzed and interpreted using table, frequencies and percentages while the hypothesis were tested rising chi-square. Based on the analysis, the following findings were made: That hair dressing saloon including the care organization are yet to fully appreciate the importance of designing on optimal combination of promotional strategy of enhance its performance. That public relation impacts positively on customers patronage and bill boards poorly deigned and not strategically locate. In view of above findings the following recommendations were made: Apart from the use of billboards advertising in radio and Newspaper should be used. The advertising message should base on quality of service offered, availability and moderate charge. Other promotional activities like sales promotion, public relations, publicity and personal selling should be adequately blended for improve performance. The research believed that of the recommendations were judiciously implemented the case organization should be able to service their customer better with profit.

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND TO THE STUDY

Ebne (1990pl) states that if you produce the best product, package it brilliantly, price it right, distribute it will and position it to best meet the needs of customers you must have wasted all the marketing skills if nobody knows you have done these things. Adirika E, Ebne B. and Nnohm D. (1996p35) sees promotion as that component used by the organization to inform educate and persuade the market regarding company’s offerings. Advertising, personal selling, sales promotion, publicity and public relations are the major variables of promotion.

Promotion is vital ingredient of survival and development, without adequate promotion products may not sell, when they sell their continuity is in doubt. The art ad science of marketing promotion that comprises advertising, personal selling, sales promotion, public relations and direct marketing is often associated with glamour flamboyance. Infact most of the budget of some companies is spent of promotions because of the need to survive in the competitive marketing environment.

Coppo J. (1982 p21) confirm that the promotional tools serve as supreme vehicle in competition and provide the only way a market researcher can hope to penetrate on 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. Modern marketing companies are increasingly recognizing the value of an effective communication and promotion programme for the entire public. This includes hair dressing service companies.

Olakunori(19998 214) stated that the success of a company is a society of imperfect competition to a large extent depends on the aflectiveness ad efficiency of marketing promotional activities. The Emerson theory is generally now being regarded as being misleading in today’s world of Noise and competition. A company must blow it’s trumpet he emphasizes. Ebne noted that modern marketing does not stop at developing a good product, pricing it attractively and making it readily available to target customers.

The company must communicate to its target audience, tell good stories, and disseminate information, about the products, existence, features terms and benefit to target market. After 8 hair dressing saloon is a leading hair dressing saloon in Enugu metropolis. The saloon started operation in1985 with a staff strength of size. The owner / managing director is from Accra Ghana. The company did not involve so much in promotional activities. The only visible promotion if mounting the signboard which is a mere recognition of the location of business premises. Put there is the need to appraise the promotional strategies used by the company in facing competition in the industry, which is becoming kneers everyday. Manufactures and producers of goods and services are now aware that promotion does not only inform and persuade, but strive towards profit making through increased sales. It is in the light of their importance attached to promotion that the researcher seeks to make an appraisal of promotional strategies of hair dressing saloon in Enugu metropolis using after 8 their dressing saloon as a case study.

1.2   STATEMENT OF PROBLEM

Inadequate sales are often given by entrepreneur as a major centre of their failure. A careful review of their circumstances often reveal abysmal ignorance of the need for promotional skill or deliberate neglect of the necessity for co-ordinate promotional strategies. Quite often hair dressing saloons are very 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 of the stores. Infact, the creation of effective promotional strategies is an essential move toward creating a market.The above scenario applies equally to after 8 hair dressing saloon despite the numerous advantages inherent in effective promotion and the fact that the adage which says “of you don’t say I am nobody will say you are still” is very time. The availability of promotional facilities, the need to use promotion to higher competition in this industry, the use of co-ordinated /affective promo tools by after 8 saloon in its operation is berely evident and is negatively imposture on its operation. In view of the above the researcher tried to appraise the promotional of hair dressing saloon in Enugu metropolis with special interest on after 8 saloon.

1.3   PURPOSE OF STUDY

(1)  To determine the extent of which hair dressing saloon owner in Enugu metropolis are aware of promo tools

(2)  To determine the impact of advertising in creating consumers awareness in after 8 hair dressing saloon services in Enugu metropolis.

(3)  To determine the impact of public relation adopted by after 8 saloon in Eungu metropolis on customers patronage

(4)  To determine the impact of direct marketing on customer patronage at after 8 saloon in Enugu metropolis

(5)  To appraise the promotional strategies adopted by after 8 saloon in Enugu. Metropolis in increased profitability.

1.4   SCOPE OF THE STUDY

The scope of the study focuses and concentrate on “Effective promotional strategies for operation of hair dressing saloon in Enugu metropolis. “A case study of after 8 saloons.

1.5   RESEARCH QUESTIONS

To what extent does advertising strategies adopted by after8 hair dressing saloon create customer awareness of their service?

Has public relation strategies adopted by after 8 saloon help to increate customers patronage?      

Does personal strategies adopted by after8 saloon in Enugu metropolis have any positive impact on customer patronage?

Has the use of promotional strategies adopted by the after 8 saloon help to increase their profitability?

1.6   FORMULATION OF HYPOTHESES

The following hypothesis were formulated ad tested.

H01: Advertising strategies adopted by after8 hair dressing saloon in Enugu metropolis do not create consumers awareness of their services.

H02: Public relation strategies adopted by after8 saloon in Enugu metropolis have not helped to increase customers patronage.

H03: Personal selling strategies adopted by after 8 saloon in Enugu metropolis have no positive impact on customers patronage

H04: Promotional strategies adopted by not increased their profitability.

1.7   SIGNIFICANCE OF STUDY

The study will be of great benefit of the operation of any firm of hair dressing saloon and other related industries. The study will unveil some of cost effective and efficient promotional game plans the would be adopted to boost the performance of after8 saloon and other related industries. The study will equally help after8 saloon to better their operation in Enugu metropolis. Consumers who patronage after 8 saloon will be better informed and educated not only on their services. The study will act as a source of document of reader who might find the study useful. Above all, the study will benefit the researcher as it will provide the researcher with an indepth knowledge and understanding in the area, which could stir up further study.

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