Small Business Product Promotion

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Title: An Investigation into Effective Small Business Product

Promotion in ABC Organisation


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Acknowledgements

I would like to thank my family and friends for their continued support and understanding over the last few years. I

would also like to thank all my lecturers for their valuable teaching and ongoing support; in particular I would like tothank my project supervisor Mrs XYZ for her support and guidance in completing this research project. A big thank

you too, to the staff and management of ABC Organisation Inverness, in particular LS and NB who provided

access to their business in order to conduct the primary research element of this project. Finally I would like to

thank all those who took the time to take part in the research survey, for without their honest and unbiased

responses this project would not have had much significance.


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Contents Page

Section Page

Acknowledgements i

Executive Summary iii

1. Introduction 1

2.

Methodology 23. Literature Review 4

4. (Initial) Data Analysis and Presentation 7

5. Critical Interpretation of Data 10

6. Conclusions 13

7. Recommendations 14

R f 16


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Figure 5.3 Product knowledge of those who do not remember reading about ABC Organisation in the IMAG 11

Figure 5.4 Product knowledge of customers whose needs are not fully met by ABC Organisation 12

Appendices

Appendix A REC1a Research Ethics Form

Appendix B ABC Organisation Questionnaire

Appendix C Frequency Tables

Appendix D Cross Tabulations


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Executive Summary

The purpose of this investigation was to conduct, analyse and interpret research on behalf of a local business, in

this case on behalf of local Lochaber business, ABC Organisation, which has been in operation since 1997, and to

make recommendations based on those findings.

The sponsoring organisation recognised the need for a rethink of their own promotional practices, and this

research report investigated the theory behind the practice of small business product/service promotion and the

sponsors own product promotions efforts. Initially this relied on the evaluation of secondary sources such as

journals and text books, and then used a quantitative primary data approach using a structured questionnaire-

based survey to gather data from existing clients of the business. The research took place over the winter from

January to April 20XX with the main outcome being to identify and propose effective product/service promotion

techniques that could be used by a small business such as this one to attract new customers and at the same time

retain existing ones.

This report provided the sponsor with a clearer understanding of its promotional standing The main findings were


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1. Introduction

1.1 Overview

The project sponsor, ABC Organisation has been in operation since 19XX. The business has diversified over the

years from offering hair and beauty products/services, to now offering ancillary services such as hypnotherapy and

teeth whitening. This local business hopes to grow through the provision of these additional offerings, however

their current challenge and reason for the commissioning of this research project is the undertaking of efficient and

effective product promotion in order to increase product and service awareness.

1.2 Justification

Characteristic of many small businesses, the sponsor has invested a substantial amount of time and money in

setting up these additional service and product offerings, but due to poor promotions planning have failed to attract

the desired response. Despite a strong client base and prime location, the provision of services such as teeth

whitening and hypnotherapy has gone largely unnoticed by both new and existing customers.

1.3 Aim and Objectives


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2. Methodology

The overall research aim was the evaluation of the promotion mix as a tool for customer acquisition and retention.

Secondary research involved a review of relevant literature, while primary research was conducted through a

quantitative study into customer perceptions of promotion.

As both Kumar (2005) and The University of Maryland (2006) explain, secondary research involves the use of

existing data which has come about as a result of previous research and is therefore subject to validity and

reliability issues. Secondary sources such as textbooks, reference materials, newspapers, web resources and

journals such as The Journal of Consumer Marketing and Business Horizons were consulted in line with secondary

research objectives (Saunders, Lewis and Thornhill 2007), which were to establish common mistakes made by

small businesses when conducting promotions, and to identify and evaluate effective promotional techniques.

Primary research was conducted in line with the UHI Code of Practice for Research Involving Human Participants

(Appendix A) and in line with the overall research aim and objectives which were to evaluate the sponsors current

promotional efforts in the eyes of their existing and new customers, while at the same time identifying to the

sponsor the way forward in terms of effective promotional planning.


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The survey consisted of 22 data and statistical analysis questions with the purpose of gaining the respondentsviews on promotion, evaluating the sponsors current promotional efforts and identifying other areas of statistical

interest to the organisation. Following the completion of all surveys, the pre-coded research data was analysed

using the SPSS statistical analysis software. Results were presented graphically using frequency tables and

histograms, while correlations of various results were tested and analysed using ANOVA (analysis of variance)

techniques such as Spearmans Rank Correlation which identifies links between independent variables (Ott and

Longnecker2010), a detailed analysis of the results of this study are included in the critical interpretation of data

section.


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3. Literature Review

Promotion refers to the process of communicating with consumers, in an attempt to influence a favourable

purchasing decision (Institute of Sales Promotion 2010). As Vignali (2001) suggests promotion is one of the core

components of the marketing mix and as a result has a major impact on market success. The Chartered Institute of

Marketing (2009) look at promotion in terms of the promotional mix described as a set of techniques available to

a business in order to facilitate the effective communication of product or service benefits to existing and

prospective customers. Jobber (2001) and Baker (2003) identify advertising, personal selling, public relations,

direct marketing and sales promotion as core components of the promotional mix together with in more recent

years the internet and online promotion. Blythe (2001) emphasises the importance of the word mix when

developing a promotional strategy, proposing that a successful and efficient campaign will be made up of several if

not all components of the promotional mix all working towards common aims and objectives, which as Fill (2006),Blythe and Rowley (1998) identify could be in the short-term, to drive sales or counter the promotional efforts of

competitors, or in the long run to maintain or improve market share.

Marketing practitioners commonly distinguish between above or below the line promotion, with advertising lying

above and all other components lying below. Baker explains that short-term promotional objectives are achieved

b l th li hil l t b d b ildi i t i d tl ti b th li Th ti l


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Sales promotions on the other hand are marketing communications efforts that affect the price/value relationship of

a product/service offering, and thereby generate immediate sales and have a substantial impact on brand value

(Schultz, Robinson and Petrison 1998). Kurtz, Mackenzie and Snow (2009) outline the basic aim of sales

promotion as being the encouragement of current customers through rewards to make a repurchase, increasing

sales of complementary products and at the same time attracting consumer attention. Business Link (2009) and Fill

(2006) explain the growth of the use of the internet for sales promotional efforts, with research finding online

promotions to achieve on average three to five times more responses than direct mail, through the use of e-

coupons, SMS promotions and viral campaigns. Chaston (2000) goes as far as describing the internet and its role

in the promotional mix as a small business owners dream, unable to identify any other promotional technique as

effective - a promotional platform where a business can communicate with customers anywhere around the world

at anytime of the day, and at the same time have the ability to instantly communicate changes of price or product

offering through inexpensive messages to all consumers simultaneously. Along with this, the emergences of online

social media networks have made mass communication between business and consumer accessible to all

businesses, so much so that social media is argued to be a hybrid element of the promotional mix (Mangold and

Faulds 2009).

The promotional efforts of many small businesses including the project sponsor fall short of requirement through

itti ti l i t k A h h d ti t t i b bl th t


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Successful promotion is generally accepted to come about following several key steps; Lake (2010), Petit and

McEnally (1985), and Dunne and Lusch (2008) all outline between them a five to seven step process for the

development of an effective promotional campaign; starting with the assessment of marketing communication

opportunities and the determination of promotional objectives, before leading to aspects relating to the promotional

message itself and finally progressing to the determination of the campaigns effectiveness. Barrow et al. (2008)

and Shimp (2007) confirm that this latter element must be carried out if the desired outcomes are to be achieved.

The issue of campaign effectiveness is one the project sponsor is keen to address through the primary research,

which will seek to evaluate the use of the businesss current promotional mix in order to ascertain its effectiveness

as both a tool for customer retention and new product promotion.


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4. (Initial) Data Analysis and Presentation

An initial analysis of the data obtained from the primary research (questionnaire-based survey) was conducted

using SPSS with individual results being presented using frequency tables (Appendix C). The initial findings offered

some interesting insight into the effectiveness of the sponsors current promotional efforts and are detailed below.

Figure 4.1 How long have you been visiting ABC Organisation?

It is interesting to note that although 80% of respondents had been visiting ABC Organisation for over 8 months

and would therefore be expected to have a good knowledge of the business and its product/service offerings nearly


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visited the sponsors website and after being made aware of the sites existence 45.7% of respondents indicated

they still had no interest in visiting.

Figure 4.3 How likely would you be to purchase hair & beauty products online?

Figure 4.4 How likely would you be to purchase hair & beauty services online?


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Figure 4.5 Which of the following ABC Organisation products/services are you aware of?

In order to identify to the sponsor the way forward in terms of effective product promotion respondents were askedto rate various promotional tools in terms of their influence on purchasing decisions. The results presented below

identify free samples and product vouchers as the most effective ways to influence a purchase decision.

Figure 4.6 Rating of promotional tools in terms of influence on overall purchasing decisions?


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5. Critical Interpretation of Data

The initial analysis of research data was followed by further analysis seeking to identify important relationships

between results such as the testing of whether customers who had been visiting ABC Organisation for longer knew

more about their products and services. The results below reveal how the provision of some products and services

are noticed by some customers more than others - while 94.3% of respondents did not know about the provision of

hypnotherapy 77.1% of respondents did know about Dermalogica facials. Looking at the cross tabulations

(Appendix D) and using Pearsons Chi Squared test it is established that there is no direct correlation between the

two variables i.e. the customers product knowledge is not influenced significantly by their length of patronage but

rather by other aspects such as the promotion of the products/services themselves.

Figure 5.1 Product knowledge vs. length of patronage


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Further evaluating the sponsors product promotions efforts, the level of influence of the sponsors website andadvertorials in the local Fort William advertiser the IMAG are investigated. With 82.9% of respondents never

having visited the website its influence on overall customer product knowledge and purchasing was deemed to be

self explanatory and was not analysed. With 51.4% of respondents having read the IMAG and remembered

reading the ABC Organisation advertorial it was expected that product/service knowledge amongst these

individuals would be high, however looking at the results below it is interesting to note that the respondents who did

not remember reading the IMAG advertorial had more product knowledge than those who did remember reading it,

identifying an issue with the effectiveness of this promotional technique.

Figure 5.2 Product knowledge of those who do remember reading about ABC Organisation in the IMAG


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An analysis was conducted in order to establish the relationship between salon loyalty and product/service

knowledge i.e. if those who knew about the products and services offered still visited other establishments or if

customers look to other establishments believing that ABC Organisation do not meet all their requirements. The

results indicate that many customers who looked to other establishments were unaware of the provision of services

such as micro-dermabrasion, bridal hair, hypnotherapy and even to an extent St Tropez tanning.

Figure 5.4 Product knowledge of customers whose needs are not fully met by ABC Organisation


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6. Conclusion

An investigation into the theory of product promotion was conducted with the basic goal of identifying common

promotional mistakes and identifying the effectiveness of promotional techniques at the businesss disposal. The

main findings of the secondary research are summarised below:

Roylance (2006) and Bangs (2002) state there is no point undertaking unplanned, haphazard, untracked

promotional activities (p5, para 2)

McMurtry (2003) finds failing to track promotional effectiveness a common and costly mistake (p5, para 2)

Blythe (2001) emphasizes how components of promotional campaign must work towards common aims

and objectives (p4, para 1)

Kurtz, Mackenzie and Snow (2009) outline the encouragement of existing customers to make a

repurchase and the influencing of new customers to make an initial purchase as the basic aim of sales

promotion (p5, para 1)

Through primary research the sponsors promotional efforts were evaluated in terms of their effectiveness as a tool

for the acquisition and retention of customers. The main findings of the primary research are summarised below:

60% of respondents were not loyal customers (p7, para 2)


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7. Recommendations

Drawing on the findings of both secondary and primary research the following recommendations are made to the

sponsor. By putting these recommendations into practice the promotional efforts of the sponsor will start to become

more integrated and effective in terms of cost minimisation, product and service awareness building, and profit

making.

7.1 Recommendation One

The main priority is the development of a plan of action in terms of future promotional activity. All components of

the promotional campaign must work towards a clearly defined set of goals and objectives and must be properly

targeted in order to ensure maximum effectiveness with regards to customer acquisition and retention.

7.2 Recommendation Two

The next issue for the company to address is that of potential loss of business to competitors, the knowledge that

customers, unaware of the full range of products/services offered are looking to competitors to fulfil some of their

hair & beauty requirements demonstrates the current lack of promotional effectiveness. Promotional activities must


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7.5 Recommendation Five

The establishment of a Facebook/Twitter page could also be useful as it would provide customers with a platform

for word-of-mouth referral, while providing the business with the opportunity to gain invaluable customer feedback

as well as allowing the business to communicate promotions more effectively and efficiently.


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References

Baker, M.J (2003) 5th Edn. The Marketing Book. Oxford: Butterworth-Heinemann

Bangs D.H, (2002) 6th Edn. The Market Planning Guide: Creating a Plan to Successfully Market Your Business,

Product, Product, or Service. Chicago: Dearborn Trade Publishing

Barrow, C., Barrow, P., Brown, and Robert (2008) The Business Plan Workbook. Kogan Page [online] available

from [10 February 2010]

Blumberg, B., Cooper, D.R. and Schindler, P.S. (2005) 2nd Edn. Business Research Methods. Berkshire: McGraw-

Hill Education

Blythe, J. (2001) 2nd Edn. Essentials of Marketing. Essex: Pearson Education Limited

Brassington, F., and Pettitt, S. (2006) 4th Edn. Principles of Marketing. Essex: Pearson Education Limited.

Business Gateway (2009) Sales & Marketing: The Basics. [online] available from

[17 October 2009]
http://lib.myilibrary.com/Browse/open.asp?ID=138638&loc=158http://lib.myilibrary.com/Browse/open.asp?ID=138638&loc=158


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Kotler, P., Armstrong, G., Wong, V., and Saunders, J. (2008) 5 th Edn. Principles of Marketing. Essex: Pearson

Education Limited.

Kumar, R. (2005) Research Methodology: A Step-by-Step Guide for Beginners. London: SAGE Publications Ltd.

Kurtz, D.L., MacKenzie, H.F., and Snow, K. (2009) Contemporary Marketing. Mason: South-Western Cengage

Learning

Lake, L. (2010) 7 Steps to Planning a Productive and Successful Promotional Campaign. [online] available from

[7 February 2010]

Lam, S.Y., Vandenbosch, M., Hulland, J. And Pearce, M. (2001) Evaluating Promotions in Shopping

Environments: Decomposing Sales Response into Attraction, Conversion, and Spending Effects, Marketing

Science, 20 (2), PP. 194-215 JSTOR [online] available from


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Ott, R.L. and Longnecker, M. (2010) 6 th Edn.An Introduction to Statistical Methods and Data Analysis. Belmont:Brooks/Cole

Petit, A.T and McEnally, M.R. (1985) Putting Strategy into Promotion Mix Decisions, Journal of Consumer

Marketing, 2 (1), PP. 41-47. Emerald Insight [online] available from

[1 March 2010]

Roylance, D. (2006) Purchasing Performance: Measuring, Marketing, and Selling the Purchasing Function.

Hampshire: Gower Publishing Limited

Rowley, J. (1998) Promotion and Marketing Communications in the Information Marketplace, Library Review, 47

(8) PP. 383 387. Emerald Insight [online] available from

[28 February 2010]

Saunders, M., Lewis, P., and Thornhill, A. (2007) 4 th Edn. Research Methods for Business Students. England:

Pearson Education Limited


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Appendices

Section Page

Appendix A

REC1a Research Ethics Form i

Appendix B ABC Organisation Questionnaire iii

Appendix C Frequency Tables v

Appendix D Cross Tabulations x


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REC1a - Application for Ethical Approval- UHI Student Projects -

All undergraduate, taught postgraduate and research students registered on any UHI programme undertaking a

research project involving human participants must have their research approved by theirproject supervisorprior

to undertaking any form of fieldwork or data collection exercise. The Research Ethics Committee largely delegates

responsibility for ethical approval to the students project supervisors, whom are responsible for exercising

appropriate professional judgement in this review.

Before completing this form (REC1a), please read the UHI Code of Practice for Research Involving HumanParticipants. The checklist overleaf has been designed to identify any potential ethical issues in the research.Once completed, submit the form to your project supervisor for ethical approval. If ethical issues are identified,applicants will be need to complete the REC2a form and submit this through their supervisor to the ResearchEthics Committee for scrutiny.

Further information on the research ethics policy and approval process is located on the UHI website at

www.uhi.ac.uk/research.ethics-----------------------------------------------------------------

Name of Student (applicant) REMOVED FOR ANONYMITY

Status(Undergrad/Postgrad/Research)

Undergraduate

Email address: REMOVED FOR ANONYMITY

Contact Address REMOVED FOR ANONYMITY


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Research Ethics ChecklistPlease answer each question by circling eitherYES orNO

1 Will the study involve participants who are particularly vulnerable or unable to giveinformed consent (e.g. children, students, people with learning disabilities, etc.)?

No

2 Will the study involve participants under the age of 16? No

3Will any of the participants be elderly, disabled, or those with incapacity?

Yes Possibly for

survey

4Will any of the participants be members of ethnic minorities?

Yes Possibly for

survey

5 Will any of the interviews or questioning of participants be conducted in a language otherthan the respondent s first language?

Yes possibly for

survey

6 Will the study require the co-operation of a gatekeeperfor initial access to the groups orindividuals to be recruited? (e.g. school students, members of self-help group, residents ofnursing home)

Yes the

business owner

7 Will it be necessary for participants to take part in the study without theirknowledge/consent

No


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If you answered NOto all 16 questions, the signed and completed form should be submitted to the UHI ResearchEthics Officerfor their records. All students should retain a copy of the form and submit it with their research report

or dissertation (bound in at the beginning). Work that is submitted without this form will be returned unassessed.

If you answered YESto any of the questions, you will need to complete a REC2a and describe more fully how you

plan to deal with the potentially ethical issues identified in questions 1 to 16 above. This does not mean the research

will necessarily be disallowed, but the proposal will need to be approved by the UHI Research Ethics Committeebefore research can commence? If you answered YES to question 16, you will also need to comply with NHS

guidelines that can be found at www.corec.org.uk.

NOTE: If in doubt, always forward your proposal to the Research Ethics Committee. Any significant change in the

question, design or conduct over the course of the research should be notified to the Project Supervisor who may

require a new application for ethical approval.

Signed: REMOVED FOR ANONYMITY (Student Investigator) 16.11.20xx

Signed: (Project Supervisor) 14.12.20xx


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Please take 5 minutes to complete this survey which forms part of a research project commissioned byInverness College as part of the BA (Hons) Business and Management programme.

Place a cross () in the relevant box.

Q1 How long have you been visiting ABC Organisation?

0 3 months 4 7 months

8 11 months 12 months and over

Q2 On average how frequently do you visit ABC Organisation?

Less than once a month

About once a month

About twice a month

About three times a month

More than three times a month

Q3 Do you visit other hair & beauty establishments in the Lochaber area?

Yes No

Q4 Do you purchase hair & beauty products from other establishments?

Yes No

Q5 Thinking about your general purchases over the last 3 months which of the following products or

services have you bought?


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Q8 How likely would you be to purchase hair & beauty services online?

Very likely

Somewhat likely

Neither likely/unlikely

Somewhat unlikely

Very unlikely

Q9 How many times in the past 3 months have you visited the ABC Organisation website?

1x 2x 3x

4x 5x More

I have never visited

Q10 Thinking about your answer to Q9, what was/would be your main reasons for visiting the ABC

Organisation website?() all that apply

Product/service information

Product purchase

Appointment booking

Price comparison

I would not visit the site (skip to Q12)


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Q15 How did you first learn about teeth whitening at ABC Organisation?

online @ www.bodycareandhairworks.com

in store poster

conversation with store employee

word of mouth

had not heard about it until today

Q16 Rate the following promotional tools in terms of how much influence they have on your overall

purchasing decisions? (with 1 being no influence at all, and 5 being a substantial influence)

A special offer leaflet drop to your home

1 2 3 4 5

An e-mail newsletter promoting products/services

1 2 3 4 5

An invitation to a product launch event 1 2 3 4 5

A voucher offering a discount on products/service 1 2 3 4 5

A promotional advertisement in a local magazine

1 2 3 4 5


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THANK YOU FOR YOUR TIME AND FOR TAKING PART IN THIS SURVEY.ALL RESULTS ARE STRICTLY CONFIDENTIAL AND ARE FOR RESEARCH PURPOSES ONLY.

FREQUENCY TABLES

Q1 How long have you been visiting ABC Organisation?

Frequency Percent0 3 months4 7 months8 11 months12 months and overTOTAL

864

5270

11.48.65.7

74.3100

Q2 On average how frequently do you visit ABC Organisation?Frequency Percent

Less than once a monthAbout once a monthAbout twice a monthMore than three times a monthTOTAL

382462

70

54.334.48.62.9100

Q3 Do you visit other hair & beauty establishments in the Lochaber area?Frequency Percent

Yes 32 45.7


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Q5 Thinking about you general purchases over the last 3 months which of the following products orservices have you bought?

Frequency Percent

InsuranceYesNo

TotalEntertainment

YesNo

TotalGifts

YesNo

TotalDIY

YesNo

TotalGroceries

YesNo

TotalTravel

YesNo

Total

185270

244670

581270

1060

70

628

70

264470

25.774.3100

34.365.7100

82.917.1100

14.385.7

100

88.611.4100

37.162.9100


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Q6 Thinking about your general purchase over the last 3 months which of the followingproducts/services have you bought online?

Frequency Percent

InsuranceYesNo

TotalEntertainment

YesNo

TotalGifts

YesNo

TotalDIY

YesNo

TotalGroceries

YesNo

TotalTravel

YesNo

Total

86270

125870

323870

268

70

66470

165470

11.488.6100

17.182.9100

45.754.3100

2.997.1

100

8.691.4100

22.977.1100


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Q9 How many times in the past 3 months have you visited the ABC Organisation website?Frequency Percent

1x2x3x4xI have never visitedTOTAL

2262

5870

2.92.98.62.9

82.9100

Q10 Thinking about your answer to Q9, what was/would be your main reasons for visiting the ABCOrganisation website?() all that apply

Frequency Percent

Product/service informationYesNo

TotalProduct purchase

Yes

NoTotal

Appointment bookingYesNo

TotalPrice comparison

YesNo

304070

10

6070

284270

1060

42.957.1100

14.3

85.7100

4060

100

14.385.7


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Q13 Do you remember reading the editorial offering hair and beauty advice, located in the IMAGmagazine?Frequency Percent

YesNoTotalMissing SystemTOTAL

3618541670

51.425.777.122.9100

Q14 Which of the following ABC Organisation products/services are you aware of?Frequency Percent

St Tropez TanningYesNo

TotalMicro-dermabrasion

Yes

NoTotalDermalogica Facials

YesNo

TotalBridal Hair

YesNo

Total

442670

14

5670

541670

244670

62.937.1100

20

80100

77.122.9100

34.365.7100


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Q16 Rate the following promotional tools in terms of how much influence they have on your overallpurchasing decisions?Frequency Percent

A special offer leaflet drop to your homeNo influence at all

Little influenceNeutral

Some influenceA substantial influence

TotalAn e-mail newsletter promoting products/services

No influence at allLittle influence

NeutralSome influence

A substantial influenceTotal

An invitation to a product launch event

No influence at allLittle influenceNeutral

Some influenceA substantial influence

TotalA voucher offering a discount on products/service

No influence at allLittle influence

20142646

70

201220144

70

16162288

70

-4

28.620

37.15.78.6

100

28.617.128.6

205.7100

22.922.931.411.411.4100

-5.7


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Q18 What is your age?Frequency Percent

18 to 4950 to 6465 to 7475 to 84TOTAL

342212

270

48.631.417.12.9100

Q19 Do you have regular access to the internet?Frequency Percent

YesNoTOTAL

628

70

88.611.4100

Q20 Do you access the internet fromFrequency Percent

Home

WorkBothTotalMissing SystemTOTAL

46

21462

870

65.7

2.920

88.611.4100

Q21 How much do you spend a month on hair + beauty products?Frequency Percent


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CROSS TABULATIONS

1. Product Knowledge vs. Length of Patronage

2.ABC Organisation IMAG Advertorials

St Tropez Tanning Micro-dermabrasion Dermalogica Facials Bridal Hair Teeth Whitening Hypnotherapy

Yes (%) No (%) Yes (%) No (%) Yes (%) No (%) Yes (%) No (%) Yes (%) No (%) Yes (%) No (%)

Yes 29.6 37.0 3.7 63.0 48.1 18.5 14.8 51.9 25.9 40.7 0.0 66.7

No 25.9 7.4 14.8 18.5 25.9 7.4 18.5 14.8 22.2 11.1 7.4 25.9

Total 55.6 44.4 18.5 81.5 74.1 25.9 33.3 66.7 48.1 51.9 7.4 92.6

3. Product knowledge of customers whose needs are not fully met by ABC Organisation



Yes 28.6 17.1 11.4 34.3 31.4 14.3 14.3 31.4 31.4 14.3 5.7 40.0

No 34.3 20.0 8.6 45.7 45.7 8.6 20.0 34.3 28.6 25.7 0.0 54.3

Total 62.9 37.1 20.0 80.0 77.1 22.9 34.3 65.7 60.0 40.0 5.7 94.3



0-3 months 5.7 5.7 0.0 11.4 8.6 2.9 0.0 11.4 8.6 2.9 0.0 11.4

4 -7 months 2.9 5.7 0.0 8.6 8.6 0.0 0.0 8.6 2.9 5.7 0.0 8.6

8 - 11 months 2.9 2.9 0.0 5.7 5.7 0.0 5.7 0.0 2.9 2.9 0.0 5.7

12 months and over 51.4 22.9 20.0 54.3 54.3 20.0 28.6 45.7 45.7 28.6 5.7 68.6

Total 62.9 37.1 20.0 80.0 77.1 22.9 34.3 65.7 60.0 40.0 5.7 94.3

Documents

Small Business Product Promotion