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ABSTRACT
The study focused on an appraisal of promotional strategies of
barbing salons in Enugu metropolis with particular note on top – class
barbing salon in Enugu.
The objectives of the study
- To evaluate the promotional strategies adopted by Top class barbing salon in order to determine their profitability
- To determine the impact of public relations adopted by top class barbing salon in customer’s patronage.
-
To determine of advertising adopted by Top class barbing salon Enugu
metropolis create customer’s awareness of their services. Based on these
four hypothesis were formulated each focusing on the impact of a
specific promotion.
Data were sourced from two data. Extensive
literature review on textbooks, journals, and other related materials
were carried out. The population includes management and relevant staff
and customers of top class barbing salon within Enugu metropolis.
Data
collected were presented analysis and interpreted using table,
frequencies and percentages while the hypothesis were tested using
chi-square.
Based on the analysis. The following findings were made.
That barbing salon including the case organization is yet to fully
appreciate the importance of designing an optimal combination of
promotional mix to enhance its performance
- That public relation
impacts positively on customers patronage and bill- boards were poorly
designed and not strategically located. In view of above findings, the
following recommendations were made.
- Apart from the use of
bill-boards advertising in radio and newspapers should be used. The
advertising message should be based on quality of service offered,
availability and moderate charges.
- Other promotional activities
like sales promotion, public relations, publicity and personal selling
should be adequately blended for improved performance.
The researcher
opined that if the recommendations were judiciously implemented the
case organization should be able to serve their customer better with
profit.
CHAPTER ONE
1.1 BACKGROUND TO THE STUDY
Ebue (1990:1) stated
that if you produce best product, package it brilliantly, price it right
distribute it well and position it to best meet the needs of customer
you must have wanted all the marketing kills if nobody knows you have
done the things, and your customer and prospects can only know through
promotional activities.
Adirika E, Ebue B. and Nnolim D. (2996:35)
see promotion as the component used by the organization to inform,
educate and persuade the market regarding the company’s offerings,
advertising, personal selling, sale promotion, publicity and public
relations are the major variables of promotion.
Promotion is a vital
ingredient of survival and development, without adequate promotion
products may not sell, when they sell their continuity is in doubt. The
art and science of marketing promotion, which comprises advertising,
personal selling, sales promotion, public relations and direct marketing
is often associated with glamour and flamboyance. Infact most of the
budget of some companies is spent on promotions because of marketing to
survive in the competitive marketing environment.
Onyeke K.J.
(2003:88) confirm that the promotional tools as supreme vehicles in
competition and provide the only way a market richer can, hope to
penetrate an 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 import of promotion.
It may have been an unfelt want;
there may have been no want at until business actions created it by
advertising sales promotion, by marketing sales promotion, by investing
something new.
Modern marketing companies are increasingly
recognizing the value of an effective communication and promotion
programme for their entire public. This includes Barbing salon service
companies.
Olakanori (2000:214) stated that the success of a company
in a society of imperfect competition to a larger extent depends on the
effectiveness and efficiency of marketing promotional activities.
The
Emerson theory is generally now being regarded as being competition. A
company must blow its trumpet he emphasized. Ebue noted that modern
marketing does not stop at developing a good product, pricing it
attractively and making it really available to target customers. The
company must communicate to its audience tell good stories disseminate
information above the products, existence, features terms and benefit to
the target market.
Top class barbing salon is a leading barbing
salon in Enugu metropolis. The salon started operation in 1989. The
owner is from Okeigwe in this state.
The company does not involve so
much in promotional activities; the only visible promotion is mounting
of signboard, which is a mere recognition of the creation of the
business premises. But with the proliferation of barbing salons in Enugu
metropolis there is the need to appraise the promotional strategies
used by the company is facing competitive in the industry which is
becoming keener everyday. Manufacturer and producers of goods and
services and now aware that promotion does not only inform persuade, but
can strive towards profit making through increased sales.
It is in
the light of his importance attached to promotion that the researcher
seeks to make an appraisal of promotional strategies of barbing salon in
Enugu metropolis using Top- class barbing salon as a case study.
1.2 STATEMENT OF PROBLEM
Inadequate sales are
often given by entrepreneur, as major causes of their failure. A careful
review of their circumstances often reveal perfectly ignorance of the
need for promotional skill or deliberate neglect of the necessity for
coordinate promotional strategies.
Many a time barbing salons are
very sure/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 out
of the stories. Infact, the creation of effective promotional strategies
is an essential move towards creating a market.
The above scenario
applies the numerous Top class barbing salon despite the numerous
advantages inherent in effective promotion, and the fact that the adage
which says, if you don’t say I am nobody will say you are still very
true or you are here, the availability of promotional facilities, the
need to used promotion, to higher competition in this industry, the use
of co-coordinated effective promo tools by Top class barbing salon in
its operation is barely evident and is negatively imposture on its
operation.
In view of the above the researcher tried to appraise the
promotional strategies of hair barbing salons in Enugu metropolis with
special interest on Top-class barbing salon Enugu.
1.3 OBJECTIVES OF THE STUDY
To determine the extent to which barbing salon owners in Enugu metropolis are aware of promo tools.
To determine the impact of direct marketing on customer patronage at Top-class salon in Enugu metropolis.
To appraise the promotional strategies adopted by Top-class salon in Enugu metropolis in increase profitability.
1.4 FORMULATION OF HYPOTHESIS
The following hypotheses were formulated and tested.
Ho: Advertising strategies adopted by Top-class barbing salon do not create consumers awareness of barbing salon services.
H1:
Advertising strategies adopted by Top-class barbing salon in Enugu
metropolis create consumers awareness of barbing salon services.
Ho2:
Public relation strategies adopted by Top-class barbing salon in Enugu
metropolis have not helped to increase customer patronage.
H2: Public
relations strategies adopted by Top-class barbing salon in Enugu
metropolis have helped to increase customers patronage.
H3: Personal
selling strategies adopted y Top-class barbing salon in Enugu metropolis
have positive impact on your patronage have increased their
profitability.
1.5 SIGNIFICANCE OF STUDY
The study will be great
benefit to the operations of any firm at barbing salon. The study will
show some of the cost effective and efficient promotion game mans that
would be adopted top increase the performance of their services
operation.
The study will equally help Top-class barbing salon to
better their operations in Enugu metropolis. Consumers who patronize
Top-class barbing salon will be better informed and educated not only on
product sold but on their services. The study will act as a source of
document to readers who might find the study useful. Above all the study
will benefit the researcher as it will provide the researcher with an
in-depth knowledge and under standing in the area which could stir up
further study.
1.6 SCOPE OF STUDY
The study which involves an
appraisal of promotional strategies of barbing hair care salons took an
in-depth look at promotional strategies applied by barbing salon. Again
the study is limited to Top-class barbing salon and it’s customers
within Enugu metropolis.
1.7 LIMITATION OF STUDY
This study may not be absolutely comprehensive due to the under-listed factors that constrained the study.
TIME
The
time was not adequate for a comprehensive study before the look was
carried out at the home time. The researcher was carry out their
researcher excellence.
FINANCE
With the state of the economy and
the sky rocking of prices of materials and transformation, the
researcher as student sources, finding the project is a little bit
difficult. Unco-operative attitude of the respondents. The work of this
nature involving the use of case study does not always receive the
blessing of the management, hence information not give out some vital
information because they felt the researcher may be an agent of
competiting firms, some respondents on their own part did not
co-operate.
1.8 DEFINITION OF TERMS
1. Promotional strategy –
it is controlled integrated programmed of communication method and
materials designed present a company and it products to prospective
customer.
2. Advertising – any term of non-personal communicating or
presentation or goods ideas and services conducted through the mass
media that is paid for by an identified sponsor.
3. Sales promotion –
this consists of all activities of promoting immediate sales. It is
designed to achieve fast sales or consumer response.
4. Public
relation- the deliberate planned and sustained effort to established and
maintains mutual understanding between an organization and its public.
5.
Direct marketing – it is an interaction marketing system that uses one
or more advertising media to effect a measurable response.
6.
Personal selling – face-to-face interaction with one or more prospective
purchases for the purpose of making preventative advertising questions
and producing orders.
7. Source – any activity benefit or satisfaction that is offered for sales it does not result in the ownership or anything.
8.
Marketing – the management process responsible for identifying,
anticipating and satisfying customers requirement profitability.
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