Select Currency
Translate this page


Format: MS WORD  |  Chapter: 1-5  |  Pages: 78  |  1284 Users found this project useful  |  Price NGN3,000





This research project is aimed at determining the impact of promotional strategies of pharmaceutical firms on consumer patronage. The study was expected to reveal at the end of the day the degree of these promotional messages on consumer patronage, and it will equally help the producers of pharmaceutical to understand the consumers’ attitude towards the use of their products. The objective of the study was to find out the following: To determine the extent, to which Gabbey pharmacy is aware of promo – tools. To determine the impact of direct marketing on consumer patronage at Gabbey pharmacy in Enugu Metropolis. To appraise the promotional strategies adopted by Gabbey Pharmacy product in increase profitability. Secondly, information was collected through the use of structured question are administered to consumers. Oral interview was conducted among the producers of pharmaceuticals, consumers and patent medicine dealers. Secondary data were collected from journals, publications and other related works. Chi- square (X2) statistical tool was used in the analysis of primary data at 95% confidence level. It was found out that almost all the consumer respondent has at time or the other bought a brand of pharmaceutical products. Also, substantial number of the consumer respondents got to know of Gabbey brands through the company representatives. On the basis of the above findings it was concluded that consumers seek constantly pharmaceutical product with desired attributes to solve their health problems. However, the population of the study was made up of the resident of Enugu metropolis. The researcher used a census survey for the staff strength of the company of (10) persons, and the sample size was 246. Finally, it was recommended that thee is need for NAFDAC and other regulatory bodies to shed off their current conservative and restrictive approach in promotion of pharmaceutical. Manufactures should be encouraged to interact to exchange information directly with their customer using interactive media like internet, e-mal etc. Current Global trends where drugs are promoted as fact moving consumers goods like putting a lot of pressure on marketing/promotion approaches of pharmaceutical firm. These firms should therefore invest more regularly on researches that track the dynamic consumer behaviour in order to articulate promotional programmes base on current anticipated needs of the consumers. The researcher believed that if these recommendations are religiously carried out, pharmaceutical firms will laugh loudly well as they will witness a stupendous and astronomical increase in their sales turnover and even on return on investment.




Consumers have diverse motivation, taste and preference. They constantly seek solutions to the various state of deprivation (needs) through product offerings and bombardment of promotional messages. Consumer’s perception of his needs and desired solutions sharpened by his socio – economic and cultural background of the study will determine how he reacts to an element or a mix of the promotional variables.

The challenge of marketing/promotion rests on predicting current and future consumer’s needs and preferring suitable solution to them. accurate prediction of consumer’s variables will ensure consumer’s preference/patronage of one’s brands over competitors.

This research therefore attempts to determine the impact of promotion on consumer patronage using Gabbey pharmacy limited, a pharmaceutical marketing company as a case study.


Gabbey pharmacy limited is a pharmaceutical marketing company with head office located at 8 Awkunanaw street Achara layout Enugu. The firm came into existence in 1972. The company was blessed with supportive customers and committed staff and that helped it handle effectively, its internal and external problems. It was not long before the industry noticed a strong competitor has come on stream.

It was not surprising that five year later January 3, 2000, the co-marketing arrangement broke down and Gabbey pharma ltd was faced with the option of quickly introducing and entrenching new brands. It was therefore a nervous moment when on January 4, 2001, the company took the bull by the horn and introduced a portfolio full of new products.

Critics thought that the company has taken a suicide pill and eagerly waited for the expected to happen. It never did. The staff and management and the company customers rallied round and took a simple commitment. THE COMPANY MUST SUCCEED. The lot fell on the vibrant and lean sales and marketing department to provide the necessary marketing formular that will ensure quick entrenchment of the new products. The department after series of meeting with its ever supportive customers pioneered the motorcycles sales Reps scheme in Nigeria. the essence is to effectively cover the grassroot, reach the area not covered by the competitors and generate the necessary demand – pull. Communication between company and customer was made more effective and company’s reaction to changing market situation was very swift. This ensured grassroot implementation of consumers oriented marketing programmes. By middle of the year, it was obvious that the company has survived the “suicide pill” gaining a very big respect from other key players in the industry.

Today, the company is one of the leading pharmaceutical marketing firm in Nigeria.

Some of the product it sells are:-

1)         Septirn                                                 12) Brinderin

2)         Actified                                               13) Tramal

3)         Banocide                                             14) Imodium

4)         Dara prim                                            15) Normoritc

5)         Linctified P                                         16) Halfar 100mg

6)         Linctifed P                              17) Cenocide

7)         Repler                                      18) Smifed

8)         Fevokine                                             19) Primpex

9)         Calpol                                      20) Novalor

10)       Antepar                                               21) Tussirex P

11)       Zinate                                      22) Metaprim

Other lines includes tacorage (flavoured vitamin C) chotrimax cream, deep head, woodward Gripe water. 


Consumers have diverse motivations, tastes and preferences. They constantly seek solutions to these various states of deprivation (needs). And, as they do these, they are guided or influenced by certain decisions which could be internal and external. Internally, consumers and influenced by their belief system. And, externally, they are influenced by their socio-economic and cultural background coupled with promotional messages. Therefore, this work is systematically made towards uncovering the impact of promotional activities of product offering on a consumer as he makes his purchase decisions. That is to say, the impact of promotion on consumer patronage.


This research aims at

- Highlight the importance of consumer patronage and the need to monitor it     

- And react accordingly to changes in customer motivation, taste and preference

- To relate consumer patronage to brand preferences

- To highlight the need to articulate promotional strategies based on uncovered and anticipated needs of the consumers.

- To highlight the need to consider the socio-economic and cultural background of consumers while articulating promotional strategies to influence consumer patronage.

- Identify relative relevance of promotional mix variables in different buying process, product life cycle of pharmaceuticals.

- Highlight the importance of encouragement consumers suggestions/criticisms as means of uncovering consumer want and thought and tailoring promotions  strategies accordingly.


The following hypotheses were postulated to guide the research.

Ho: Promotional activities of Gabbey pharmacy do not lead to consumer patronage of their product.

Hi: Promotional activities of Gabbey pharmacy lead to consumer patronage of their product.

Ho: Gabbey do not create awareness of their products.

Hi: Gabbey create awareness of their products.

Ho: Promotional activities of Gabbey pharmacy impact negatively on the profit of the company.

Hi: Promotional activities of Gabbey pharmacy impact positive on the profit of the company.


In every organisation there is need to plan sales promotion and there is impact which promotion create in a way that it will bring corresponding increase in sales and profit. This can be achieved through creative and innovative marketing activities. This research will be of paramount importance to Gabbey pharmacy limited Enugu as a cooperate body, salesmen the customers, marketing practitioner and the economy at large.

1) Corporate body: The continued existence of organisation depends on its ability to provide customers with the needed good and services and on a profitable condition. Corporate body like Gabbey pharmacy limited Enugu. Cannot afford to remain in business if sales promotional strategies are not well planned. The researcher believes that this project will serve as a guide for the formulation and implementation of sales promotion strategies.


Not What You Are Looking For?

For Quick Help Chat with Us Now!

+234 814 010 7220

+233 541 351 187

Here's what our amazing customers are saying

Emmanuel Essential
Kogi state University
I actually took the risk,you know first time stuff But i was suprised i received as requested. I love you guys 🌟 🌟 🌟 🌟
Very Good
Azeez Abiodun
Moshood Abiola polytechnic
I actually googled and saw about iproject master, copied the number and contacted them through WhatsApp to ask for the availability of the material and to my luck they have it. So there was a delay with the project due to the covid19 pandemic. I was really scared before making the payment cause I’ve been scammed twice, they attended so well to me and that made me trust the process and made the payment and provided them with proof, I got my material in less than 10minutes
Very Good
Gbadamosi Solomon Oluwabunmi
Swift delivery within 9 minutes of payment. Thank you project master
Ajayi Crowther University, Oyo
I was scared at first when I saw your website but I decided to risk my last 3k and surprisingly I got my complete project in my email box instantly. This is so nice!!!
Ahmadu Bello University
I wish I knew you guys when I wrote my first degree project, it took so much time and effort then. Now, with just a click of a button, I got my complete project in less than 15 minutes. You guys are too amazing!
Temitayo Ayodele
Obafemi Awolowo University
My friend told me about iprojectmaster website, I doubted her until I saw her download her full project instantly, I tried mine too and got it instantly, right now, am telling everyone in my school about, no one has to suffer any more writing their project. Thank you for making life easy for me and my fellow students... Keep up the good work
Very Good
Stancy M
Abia State University, Uturu
I did not see my project topic on your website so I decided to call your customer care number, the attention I got was epic! I got help from the beginning to the end of my project in just 3 days, they even taught me how to defend my project and I got a 'B' at the end. Thank you so much iprojectmaster, infact, I owe my graduating well today to you guys...
Ibrahim Muhammad Muhammad
Usmanu danfodiyo university, sokoto
It's a site that give researcher student's to gain access work,easier,affordable and understandable. I appreciate the iproject master teams for making my project work fast and available .I will surely,recommend this site to my friends.thanks a lot..!
Dau Mohammed Kabiru
Kaduna State College of Education Gidan Waya
This is my first time..Your service is superb. But because I was pressed for time, I became jittery when I did not receive feedbackd. I will do more business with you and I will recommend you to my friends. Thank you.
Very Good
Joseph M. Yohanna
Thanks a lot, am really grateful and will surely tell my friends about your website.


  • Select 3 Project Topics of your choice from your Department.
  • Submit the 3 topics to your Supervisor for Approval.
  • Call Our Instant Help Desk on +234 814 010 7220 and Get Your Complete Project Material Instantly.
  • All project materials on this website are well researched by professionals with high level of professionalism.


How do i choose a Project Topic?

Look for your department and select any topic of your choice

I have a fresh topic that is not on your website. How do I go about it?

How fast can i get a complete project from your website?

Within 15 minutes if the exact project topic is on our website

Is it a complete research project or just materials?

It is a Complete Research Project i.e Chapters 1-5, Abstract, Table of Contents, Full References, Questionnaires / Secondary Data

One of your topics suites my project, but the case study is different. What do i do?

Call Our Instant Help Desk Now: +234 814 010 7220 and you will be responded to immediately

How do i get my complete project?

Your Complete Project Material will be sent to your Email Address in Ms Word document format

Can I get my Complete Project through WhatsApp?

Yes! We can send your Complete Research Project to your WhatsApp Number

What if my Project Supervisor made some changes to a topic i picked from your website?

Call Our Instant Help Desk Now: +234 814 010 7220 and you will be responded to immediately

Do you assist students with Assignment and Project Proposal?

Yes! Call Our Instant Help Desk Now: +234 814 010 7220 and you will be responded to immediately

What if i do not have any project topic idea at all?

Smiles! We've Got You Covered. Chat with us on WhatsApp Now to Get Instant Help: +234 814 010 7220

How can i trust this site?

We are well aware of fraudulent activities that have been happening on the internet. It is regrettable, but hopefully declining. However, we wish to reinstate to our esteemed clients that we are genuine and duly registered with the Corporate Affairs Commission as "PRIMEDGE TECHNOLOGY". This site runs on Secure Sockets Layer (SSL), therefore all transactions on this site are HIGHLY secure and safe!