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
TABLE OF CONTENTS
Cover page
Title page
Certification
Dedication
Acknowledgement
Abstract
Table of contents
CHAPTER ONE
INTRODUCTION
1.1 Background of the study
1.2 Statement of the problem
1.3 Objectives of the study
1.4 Formulation of hypothesis
1.5 Significance of the study
1.6 Scope of the study
1.7 Limitation of the study
1.8 Definition of terms
CHAPTER TWO
LITERATURE REVIEW
2.0 Introduction
2.1 Meaning of market
2.2 Objectives of promotion
2.3 Components of marketing promotional
2.3.1Advertising
2.3.2Sales promotion
2.3.3Personal selling
2.3.4Public relation/publicity
2.3.5Direct marketing
2.6 Promotional strategies for service business
2.7 Evaluation of promotional strategies
CHAPTER THREE
3.0 Research methodology
3.1 Source of data
3.2 Research instrument used
3.3 Population of study
3.4 Sampling technique
3.5 Determination of sample size
3.6 Test of validity and reliability of the research instrument
3.7 Method of data analysis and treatment
3.8 Method of questionnaire administration
CHAPTER FOUR
4.1 Data, Presentation, Analysis and Interpretation of Data
4.2 Test of Hypothesis
CHAPTER FIVE
5.0 Summary of findings recommendation and conclusion
5.1 Summary findings
5.2 Recommendations
5.3 Conclusion
5.4 Bibliography
5.5 Appendix