Effect of Sales Promotion Strategy on Customers’ Response and Company Profitability: Evidence from Mr. Biggs Foods

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dc.contributor.authorAdeoti, Johnson O.
dc.contributor.authorOlawale, Y. A.
dc.contributor.authorAbdulraheem, M.
dc.date.accessioned2026-05-05T08:26:55Z
dc.date.available2026-05-05T08:26:55Z
dc.date.issued2014
dc.description.abstractPromotion 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.
dc.identifier.citationAdeoti, Johnson O., Olawale, Y. A., Abdulraheem, M. (2014): Effect of Sales Promotion Strategy on Customers’ Response and Company Profitability: Evidence from Mr. Biggs Foods. Lapai Journal of Management Sciences. 5 (1&2); 116-126
dc.identifier.issn2315-9243
dc.identifier.urihttps://uilspace.unilorin.edu.ng/handle/123456789/18010
dc.language.isoen
dc.publisherDepartment of Business Administration, Ibrahim Babangida University, Lapai, Niger State, Nigeria.
dc.relation.ispartofseries5; (1&2)
dc.subjectMarketing
dc.subjectProfitability
dc.subjectSales Promotion
dc.subjectFood
dc.titleEffect of Sales Promotion Strategy on Customers’ Response and Company Profitability: Evidence from Mr. Biggs Foods
dc.typeArticle

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