EFFECT OF SALES PROMOTION STRATEGY ON CUSTOMERS’ RESPONSE AND COMPANY PROFITABILITY: EVIDENCE FROM MR. BIGGS FOODS
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Date
2014-12
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Publisher
Lapai Journal of Management Science
Abstract
Promotion is one of the marketing tools employed by organizations to influence consumers’ response and increase company sales and profitability Service oriented companies like Mr. Biggs Foods use sales promotion as a strategy for attracting and retaining consumers profitability. Thus, this study seek to determine whether sales promotion influences customers response, increased sales and profit of Mr. Biggs Foods located in Taiwo Road, Tanke Junction and Muritala Road in Ilorin Metropolis. Three hundred and fifty questionnaires were administered to customers but only two hundred and eighty were returned by the respondents to the researcher. The data collected were analyzed using simple percentage and Z-Test statistical Techniques. The results revealed that sales promotion strategy of the company influence consumers’ response and increase company sales and profitability. Based on the findings, it was recommended that sales promotion strategy of Mr. Biggs should be improved to increase customer’s patronage and boost organizations sales and profit.
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Keywords
Marketing, Profitability, Sales, Promotion, Foods