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THE INFLUENCE OF POINT OF PURCHASE DISPLAY ON CONSUMER BUYING DECISIONS. (A CASE STUDY OF MAJOR SUPER MARKETS IN KADUNA TOWN)
ABSTRACT
Display has been an important element in the management of modern super markets in
Nigeria.
However there is no specific scientific investigation that has been conducted on-the
influence of point of purchase display [P.O.P] on super market consumer buying
decisions as far as available local information in our libraries are concerned.
Point of purchase display is therefore an aspect of sales promotion that has received
less attention in theory than its actual applications.
This study is therefore undertaken to examine the effects of any of display common
super markets not only in Kaduna town but also in other big towns where ever we
have such distribution outlets as provision store, super markets etc.
The study will also attempt to find out the significant relationship.or influences of
displays to buying decisions and to examine the extent to which super markets
managers can rely on display as an effective promotional medium in order to reach
then final or industrial consumers and buyers respectively.
Two sets of questionnaires were administered for customers and management staffs of
the selected super markets, coupled with the oral interviews conducted.
Our findings shows that the most important factor that mlluences customers buying
decision in Kaduna town to buy from super market is point of purchase display The
important of this factor has long been appreciated and applied by super market
management to boost sales.
Thus its concluded that point of purchase display should be given wider application
those super markets that are already using display as a medium to achieve greater sales
should give it a more serious application and those not using is should give a trial as
that will help in boosting their sales and influence in the customers buying decision.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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