THE EFFECT OF PROMOTIONAL STRATEGIES ON THE SALES OF PHARMACEUTICAL PRODUCT: A CASE STUDY OF EVANS MEDICAL PLC
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Date
2014-06-05
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Publisher
Lapai International Journal of Management and Social Sciences (LIJOMASS)
Abstract
The study is designed to find out the effect of promotional strategies on the sales of pharmaceutical product. The factors considered are sales and profit growth, customer's loyalty and influence of competitors. The objective is to determine the effect of promotional strategies on sales and profits of pharmaceutical companies and the effect of promotional strategies on customer's patronage. One hundred questionnaire.s were administered to the respondents by the researcher. The data collected were analysed using frequency count, percentages and regression statistical technique. The results depicts that there is a positive relationship between promotional strategies and sales and profit as well as customers patronage of pharmaceutical product. Based on the findings it was recommended that business firms should adopt and implement appropriate promotion strategies for their products in order to boost sales and increase profits.
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Keywords
Customer Promotion, Sales, Strategies