Impact of sales promotion and advertising on sales performance

ABSTRACT

Sales promotion can be an effective tool in a highly competitive market environment, when the objective is to convince retailers to carry new product or influence consumers to select it over those of competitors. Sales promotion is one of the major elements of promotion and is perceived to be the most widely and intensively employed tool in the telecommunication industry of Nigeria. This study was conducted to ascertain the Impact of sales promotion and advertising on sales performance (A case study of MTN). Three research questions and objectives were posited for the study.A descriptive survey research design was adopted. The study used purposive and stratified random sampling techniques for selection of respondents with questionnaire as the research instrument. The results of the study indicated there is a positive relationship between sales promotion and tertiary subscribers choice of telecom network. The study found that sustained sales promotions can retain customers and also that free or reduced charge to same network is the most the most favored strategy by subscribers The study recommends telecom firms should broaden the scope of their promotions by allowing customers to use incentives across networks. Future researchers should also consider “the effectiveness of sales promotion on brand loyalty

 

 

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