Improving Sales Of Supermarket Through Effective Marketing Strategy

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

 

Title page

Certification page

Dedication

Acknowledgement

Abstract

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 study

 

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 11 Questionnaire for supermarket patronisers.

 

 

 

 

 

 

 

 

 

 

 

 

Supermarket                                    Address                Location

1.       Elico supermarket             26/42 Chime  New Heaven  Enugu

2.       Tonson supermarket     2 Chime Avenue New Heaven  Enugu.

3.       Frank supermarket                  58 Chime Avenue New Heaven Enugu

 

4.       God’s grace supermarket           68A Chime Avenue New Heaven Enugu.

                                                      

5.       CYBA supermarket       6  Owerri Road Asata Enugu           

6        STOP “N” pick supermarket   56 Chime AvenueNew Heaven

                                                          New Heaven Enugu      

 

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.