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Environmental Complexity: Determinant Of Choice Of Promotional Tools In Marketing Oriented Organization In Nigeria
[A CASE STUDY OF JMK SUPERMARKET, ILORIN]
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Public: It is of significance to the buyer or the target market as it creates awareness, educate and appealing to the consumer or a particular product discourage dissonance.
Company: This study is of significance to the manufacturer as if enables them to choose an appropriate and understand effectiveness of sales promotion for the sales of the product and benefit derived from the product both local and international market, that will improve the profitability of expansion.
The Researcher: The researcher should measure the market characteristic of different segment and the member of the segment must be capable of been actually identified, the various used to categorize them, must be measurable, it’s very significance for the researcher because various educational background can be used a based for segmenting particular product.
1.5 SCOPE OF THE STUDY
Their research work has been limited to the marketing oriented organization mostly within Kwara state because of the nature of the state and the cultural in balance mostly observable in different parts of the state. Basically, the areas of coverage of the study are:
 Conceptual scope
 Geographical scope
 Time scope
 Industrial scope
Conceptual scope: For simplicity of the study the conceptual scope of the study will be base on application of sales promotion hence, emphasis will be laid on marketing strategy on product. Product performance in the market.
Industrial scope: The company name is J.M.K supermarket which engages in sales of different product and varieties.
Geographical scope: The geographical scope of this study is Ilorin in Kwara state and all the information used were gathered in Ilorin.
Time scope: This cover the periodic depth of the study Therefore the four scope of the study is three (3) years back. All the data will be the one that fall between 2008- 2010. All the event that happen is that we want to evaluate and make used of it. These, however made the project 8to be made variable and achievable.
1.6 LIMITATIONS OF THE STUDY
There are different type of obstacle occur during the research work, among these problem include the following.
 Time
 Financial constraints
 Respondence
 Geographical
Time: Is one of the major problem that come up when making a research work and the researcher does not have much time to conduct the research work due to the lecture and tutorials that needs to be attending to. But at the end he was able to adjust and make a proper planning for the research work.
Financial constrain: Money is another hindrance to this project work in terms of transportation, publication of questionnaire, parent and Guardian save as the only source of findings which make it easier for me to gathered needed data and they give me emotional and physical support.
Respondent’s constraints: This is another hindrance to gathered needed information in carrying out this research personnel or respondents react violently. Organization tagged their filled as secret but after series of persuation to the respondents that all information will only be keep as confidential to me alone, because is meant for educational purpose of facilitate my project writing. All these helps to select this problem of respondent’s limitation.
1.7 DEFIMTION OF TERMS
Marketing is a specific management functions, it is performed by both individual and organizations. Marketing is the process of getting a product to the consumer which involves a number of related business operation i.e. finding out what the consumer wants designing the product pricing the product so that the consumer can buy it and manufacture will also benefit in term of profit.
PROMOTIONAL TOOLS
Promotion: is one of the key term used in this research work. Promotional is one of the four major marketing mix variables concerned with informing the target customers that the right product is available at the right place. Promotion include advertising, sales promotion, personal selling, publicity and public relation.
Advertising: Advertising is any paid from of impersonal presentation of product or ideas of commercial significance to prospective buyer.
Sales promotion: is refers to those promotional activities rather than the other four which stimulates interestrial or purchases by customers or channel members.
Publicity: This is a form of impersonal communication about a company or its product appearing in the medial answers. It is free in the sense that the information is widely known.
Publicity relation: This is a planned effort by a company to influence peoples (or groups) attitude or opinion towards the organization can be directed towards the organization. It can be directed toward such public as customers, government, agencies and employees or community living near the promoting organization.
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