SALES PROMOTION AS A PANACEA FOR IMPROVED SALES: THE NIGERIA BOTTLLING COMPANY EXPERIENCE
CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY
Sales promotion is the activity that tends to educate, inform, persuade and induce prospective buyers, or consumers to patronize a particular product or services. Although advertising is seen as one of the sale products, colliers Encyclopedia volume 15 states that sales promotion covers various promotional techniques used by manufacturers and wholesales other than advertising and publicity. Sales promotion also sanitizes and creates better awareness about a product or services with the intention of driving home the possible need and wants, such product or services can satisfy a consumer.
Operationally, sales promotion is an all marketing exercise or activity which are usually put together to principally create and ensure a steady increase in the demand for a particular product or service. Sales promotion which can also be called business promotion is also a principle factor that makes for desirable sales in any product or services. Historically, the use of sales promotion started effectively in Nigeria in the 18th century when the retailers displayed their product in triangular shop to attract consumers. Since then, various sales promotion strategies have been developed by business organizations and these had contributed in various ways to the success of their respective business.
However, some business entrepreneurs and merchant have also criticized sales promotion as a waste of money, arguing that as a statement, debunking the statement, has been a serious puzzle owing to the fact that the study which can
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