EFFECT OF PROMOTION OF SALES PERFORMANCES (A STUDY OF MAIN OFFICE IN MAKURDI)
Abstract
ABSTRACT
This study investigated the effect of sales promotion on sales performance, focusing on the main office located in Makurdi. Sales promotion has become a vital marketing strategy used by organizations to stimulate demand, increase customer patronage, and improve overall performance. The study adopted a descriptive survey research design. Data were collected using structured questionnaires administered to staff and customers of the organization. Descriptive statistics and regression analysis were used to analyze the data.
Findings revealed that promotional tools such as price discounts, coupons, free samples, contests, and bonus packs significantly influence customer purchase decisions and positively impact sales performance. The study concluded that consistent and well-structured promotional strategies enhance revenue growth, customer retention, and market share expansion. It was recommended that management should integrate sales promotion with other marketing communication tools for sustainable performance.
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