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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 saloon in order to determine their profitability
To
determine the impact of public relation adopted by after 8 saloon in
Enugu metropolis create customer’s awareness of their service.
Based on this four hypothesis 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 cace 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
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 HYPOTHESIS
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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