A Dissertation Submitted to Dar es salaam Campus College in Partial Fulfillment of the Requirements for Award of the Master of Business Administration (Corporate Management) Degree of Mzumbe University
The intent of the study was to assess the role of product promotion activities in consumer markets: a case study of lubricant products in Dar es Salaam. The study used Case study design to achieve its objectives. The target group for the study was lubricant selling companies and consumers. The sample size for the study was 52 respondents. The objectives of the study were to examine the effectiveness of promotions directed towards potential consumers by lubricant companies, the impact of these promotions on the sales of the lubricant companies, the reactions of the potential consumers towards these promotions and to analyze on whether these campaigns induce brand loyalty.
Data was collected by using questionnaire administration, in-depth interview, observations, and documentary review. The quantitative data collected were analyzed by using SPSS VERSION 20. The findings are presented in tables, figures and text to simplify interpretation and general appraisal of the phenomenon. It was observed that promotions on the sales of the lubricants created a high satisfaction to consumers.
The results show that customers are very much of quality oriented when selecting the product, also the availability of the product. Product quality also relates to how well a product meets changing demands. Customers are becoming more particular about their own requirements. Also commercial advertisements increase the awareness of the customers on the lubricants products. Promotional campaigns like those of the kiosk campaign, free t-shirts, key holder and caps also increases the awareness of the customers towards the lubricant products.
In this case it is recommended that promotion of the lubricant should be one of the main strategies of the companies in order to increase awareness to the consumers of the lubricants. The marketing plan should be structured, in order to successful targeting products to the "right" demographics