IMPROVING SALES OF SUPERMARKET THROUGH EFFECTIVE MARKETING STRATEGY (A CASE STUDY OF SOME SELECTED SUPERMARKET IN ENUGU METROPOLIS)
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IMPROVING
SALES OF SUPERMARKET THROUGH EFFECTIVE MARKETING STRATEGY
(A
CASE STUDY OF SOME SELECTED SUPERMARKET IN ENUGU METROPOLIS)
ABSTRACT
This research was
based on finding way of improving the sales of supermarket through effective
marketing strategy. Some selected supermarket in Enugu metropolis was used.
The major problem
faced in this research was how to improve sales by using the tools of marketing
strategy. This research also found out how the full application of marketing
concept could help to improve sales in supermarket. The acute importance of the
customer to success of any business in the era to buyers market was also
research on.
In collecting
information for this research, two source of data collection were used. They
are primary and secondary data sources. The primary was data gotten through the
use of questionnaires and oral interview, while secondary data were collected
from libraries and other information center.
Four hypothesis
were stated and proved which helped to show ways through which the sales of
supermarkets could be improves. Percentages and 1 – distributions were used in
analyzing the questionnaire while 2 – test formula was used in testing
hypothesis.
TABLE
OF CONTENT
CHAPTER ONE – BACKGROUND OF THE STUDY
1.0
History or origin of supermarket
1.1
Statement of problem
1.2
Purpose /objective of study
1.3
Significance of the study
1.4
Hypothesis / Research question
1.5
The scope /limitation of the stud
CHAPTER
TWO – LITERATURE REVIEW
2.0
Induction of marketing strategy
2.1
Definition / meaning of marketing & supermarket
2.2
The impact of promotion on supermarket
2.3
The impact of place (distribution on supermarket
2.4
The impact of product on supermarket
2.5
The impact of price on supermarket
2.6
Important / contribution on supermarket to national economy
2.7
Problems facing supermarkets.
CHAPTER
THREE – METHODOLOGY
3.0
Source of data
3.1
Instrument used in data collection
3.2
Population
3.3
Sample / sampling method size
3.4
Method of data analysis
CHAPTER
FOUR
DATA
ANALYSIS
CHAPTER
FIVE –
5.0
Summary , Recommendation and Conclusion
5.1
Summary of findings
5.2
Recommendations
Conclusions
Bibliography
Appendix 1
Questionnaire for supermarket manager
Appendix
CHAPTER
ONE
BACKGROUND
OF STUDY
1.
HISTROY AND ORIGIN OF SUPERMARKET
Supermarket as we
know them today started in the depression days of the early 1940s. They were
owned and operated by independents, attempting to compete with the Chain food
stores. The supermarket method of food retailing becomes an immediate success
and the innovation was soon adopted intendments. Today supermarkets are
dominant institution in food retailing. There are close to 34,000 supermarket
in the United States and about 29,000 in Nigeria and they account for about 75%
of total food sales.
1980s were not
good year for conventional supermarket cost increased
(Sometimes
dramatically), inflation hurt, competition intensified and both profits and
productivity. Now, in the 1990s, supermarket management in facing the challenge
of revealing these trends especially the decline in profit and productivity.
The challenge is being met cutting costs and stressing their price by offering
limited services.
A few supermarket
organizations are going the opposite route – featuring a wider assortment of
products of higher prices. Both groups are using technological innovations at
the chicken stands, in packaging and else where in the stores. Perhaps the
strongest challenge the supermarket management is the task of encouraging the
adopting of a greater number of those technological innovations at a faster
rate then in previous years.
There are many
factors which caused the take off of supermarket in the 1940s some of these
factors are:-
The mass
ownership of cars:- For the fact that many supermarket patrons own their own
cars, they can afford to go to some distant places to make their weekly
shopping.
The advance in
technology:- Both supermarket and their patrons can store perishable goods for
a long period of time. They can also make bulk purchases which could be stored
in their refrigerator.
The packaging
technology:- For many products now have consumer size packages and distributor
size container. This consumer packaging enhances self – service operation in
supermarkets.
Integration of
grocery, meat and produce departments has made one to stop shopping regularly.
In a supermarket, there are different section which makes for all time and
efficient shopping.
1.1
STATEMENT OF PROBLEM
It is no
exaggeration to say that some supermarkets in Enugu are performing below
standards and expectations that is to say that, they do not meet the required
sales volume considering the opportunities open to them for exploitation.
The supermarket
visited had not been treating their customers as supposed there by not adopting
the concept of marketing.
The investigation
carried out confirmed that consumers were not given special attention regarding
their Enquirer as a result most of them suddenly patronize these supermarkets.
The information
flow was discovered to be inefficient thereby affected service delivery that
would here interested the customers.
The supermarket
prices were found to be inhabitant when compared to open market prices. The
consumer preferred these open markets because of the degree of satisfaction
received from them.
PURPOSE/OBJECTIVE
OF STUDY
The main
objective of carrying out this study is to find out the reasons behind poor
performance of supermarkets in Enugu and ways through which super market
managers can increase their sales through effective marketing strategy.
To investigates
how the adoption of the marketing concept of treating consumers as the king
would make the consumers patronage the selected supermarket.
To examine the
best marketing strategy that could be adopted for consumers to be given special
attention.
To assess the
information flow between sellers and buyers that would satisfactory make
customers patronage the supermarket under study.
To approve the
pricing policies of these supermarkets with a view of adopting a satisfactory
pricing policy for them.
SIGNIFICANCE
OF STUDY
This study when
completed will definitely help the supermarket managers to increase their sales
volumes and when their sales volumes increase; their profit margin will also
increase.
This study will
also help those wishing to undertake supermarket business to collect
information which will help them in establishing their business.
Again this study
will provide various strategies which will help the managers to select one or
two strategies that will make his business to be cost effective that is the one
that will be less expensive.
It will also make
the owners to super markets to remain in business because without adequate and
comprehensive strategies, they can go out of business.
HYPOTHESIS
/ RESEARCH QUESTIONS.
According to
Webster .N. (1981) hypothesis is “ a proposition put forward as a basis for
reasoning a superstition formulated from proved data explanation of occupancy
as in science insider to establish a basis for further research”
Based on the
problem and objective of the research, the following hypothesis are
formulated:-
Null Hypothesis
(HO):- Sales of supermarket will not increase with adequate use of promotional
tools.
Alternative
hypothesis (H1) sale of supermarket will increase with adequate use of
promotional tools
Ho: Good public
relation will not enhance customer loyalty which leads to increase in sales.
Hi: Good public
relation will enhance customer’s loyalty which leads to increase in sales.
Ho: Selling goods
at reasonable low prices will not increase the sales of a supermarket
Ho: Offering
producers better qualities will not increase the sales volume of a supermarket.
Hi:
Offering producers better qualities will increase the sales volume of a
supermarket.
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Thanks for information Bro
ReplyDeleteThese are benefits of supermarket management system