ASSESSING IMPACT OF PROMOTIONAL ACTIVITIES ON THE CONSUMPTION OF A COMPANY PRODUCT

CHAPTER ONE

INTRODUCTION

• BACKGROUND TO THE STUDY

The end result of company activities in the business environment is the exchange of its output for buyers or prospective buyers purchasing power. Modern organizations have found themselves in the battle to win and attract more buyers. For this reason a marketing manager’s primary assignment is to create sufficient awareness about a company marketing mix through promotional activities. Promotion is used by some people to mean selling. But selling actually means any effort to facilitate exchange while promotion is a major catalyst for spending up the exchange process.

There is no perfect competition in the real market place because there exist product differences irrational behaviour of buyers and loss of adequate marketing information etc. This makes the firms to discover that there is need to make people to behave or to be better informed about its presence and products.

The activities of business organization are becoming more complicated. Product changes by time, taste changes daily among users, price are unstable the distance between the producer and customer is getting fatter and also distribution facilitates and level of awareness are becoming increasing complex. There is therefore a need to level up with expectation of the society especially those of consumers information. The intensification of competition between firms has caused the intensity of sales promotion of the individual seller that the interest of individuals are insurmountable is not an overstatement. Therefore, the seller in recognition of the human predicament should assists in projecting a need to a want and by helping to a particular carefully sales promotional programme.

• STATEMENT OF THE PROBLEMS

Most telecommunication companies have been performing poorly in terms of promotional activity that is why criticism have been level against them. The inability of some telecommunication companies including MTN to build in-house advertising department is as a hindrance militating against the company promotional goals; it is clear that the marketers used to create impact on consumer buying behaviours.

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