Abstract:
This research work is on the influence of sales promotions and public relations on the sale of petroleum products by independent petroleum marketers in Enugu and environs. It is a case study of OZIMOZI Pet. Ltd, N ECICO Oil Ltd and Aduvick Pet Ltd and their petroleum products. The data needed for this study was collected from the management staff of the selected independent marketers and their customers. The objective of the study is to identify different sales promotions and public relations activities used by independent petroleum products marketers, their product quality, pricing and distribution which represent the ideal of modern marketing standard. The research methods used were survey, oral interview and observations of how sales promotion and public relations campaigns are being designed and implemented. More so, various statistical models like "Top man formula and Z-test were used in calculating the sample Size and testing of hypotheses respectively. It was found from the analysis of the data obtained that there is a positive correlation between sales promotions, public relations and sales, and that sales promotions and public relations influences loyal brand buyers and switchers. It was also discovered that OZIMOZI and N ECICO spend much on promotional activities while ADUVICK spends little or nothing on promotional activities and this adversely affects its sales. It was therefore recommended that there should be a standard mode of setting sales promotions and public relations budget which should be based on the promotional objectives that the marketer intends to achieve. This will enable the marketers to follow up promotional task through a systematic approach that will have a definite bearing. The marketers should not restrict their promotional activities to only sales promotions and public relations. There should be a proper integration of the promo-tools so as to achieve the marketing goals or the marketers. It was also recommended that OZOMOZI and NECICO should ensure that they embrace advertisement so as to help them withstand competition. And Aduvick should design an attractive sales promotions and public relations campaign coupled with advertisement so as to lure customers to its filling station, especially during the normal period when the products are not scarce. If all these are adopted by OZIMOZJ Pet. Ltd, NECICO OIL LTD and ADUYJCK PET. LTD, it is hoped that there will be increased efficiency in their sales promotions and public relations activities.
