CHAPTER ONE
1.1    BACKGROUND TO THE STUDY
The survival of any business organization depend on a very large scale of the patronage that it enjoy from those who consumer the product those, promotion mean to push forward, to advance in idea in such a way to gain acceptance and approval for it.
And also one of the crucial components in the setting of the consumer product is promotion which is used in pervasion and communication which could either be inform of advertisement. Personal selling, sales promotion, as a competitor in the market hope to influence as many consumers as a possible to choose their product over alternative product. Sales promotion is an effective strategy in an organization and is an important ingredient in most promotional program through which consumers are persuade and convinced to buy a product or services and commonly supported by sale promotion, this belief is strengthened by Porter (1996). Whose works have attempted to spell out experimental analysis of the theory of sales promotion in relation to consumption.
Also according to Ray Wild (year) promotion is concerned primarily with the persuasion gained largely at securing increasing the sales of the actual market prior to this study, the researcher was able to observe restriction in the use of sales promotion in consumer product effective in consumer production. This how ever shows that the effective promotion strategies will diminish market effort. While the presence of effective promotion strategies will improve customers satisfaction. Importance of sales promotion at profit and close monitoring of the action of the competitors . it is strongly believe that this research work will be readable and useful to all manufacturing company as a whole.
1.2    STATEMENT OF THE RESEARCH PROBLEM
Many business organizations are facing serious problem in how to reach their predetermined goals and objectives, due to the competition merged with our distressed and inflationary conditions. The study is therefore to assist Nigerian manufacturing, particularly consumer manufacturing companies and manager or various organization to be acquainted with the secret to success in an uncertain and competitive environment. This can be achieved by aiming at bringing to the limelight the effectiveness of sale promotion as opposed to ancient belief. Business organizations use sales promotion to stimulate and create awareness on the existence of its products and services through advertising, this is because it is viewed as a key decision variable in influencing consumption pattern of the consumer.
1.3    OBJECTIVE OF THE STUDY
Specifically, this study will evaluate the effectiveness of sale promotion on consumption behaviour of consumers using the Nigeria Bags Manufacturing Company in Ikeja as a reference point. It shall also dwell on the relationship between sales promotion and consumption pattern of consumer.
1.4    SIGNIFICANCE OF THE STUDY
Based on the series of beliefs that sales promotion does not correlate with increased relative consumption and that changes in consumer attitude towards a product or service is due to some factors like trial-usage idea rather than sales promotion. While others believe that sales promotion would lead consumer from the stage of awareness to the interest stage, hence the desire stage and finally to purchase which is the action.
The significance of the study is to identify and explain extent to which various sales promotions on consumer product can influence the consumption pattern and purchase in the part of the consumer.
1.5    SCOPE AND LIMITATION OF THE STUDY