EFFECT OF SALES PROMOTION ON ORGANIZATIONAL SALES VOLUME CASE STUDY OF SELECTED PURE WATER IN BAUCHI METROPOLIS
Abstract
This study examines the effect of sales promotion on organisational sales volume, using Some
Sellected Pure Water Company as a case study. The specific objectives were to evaluate the
influence of price reduction on sales volume; assess the effect of buy-one-get-one-free (BOGOF)
promotions; and determine the influence of flash sales on sales volume. A survey research design
was adopted, and data were collected from 384 respondents through structured questionnaires
analysed with SPSS using descriptive statistics, simple regression, and correlation analysis.
Findings revealed that all three sales promotion strategies price reduction (β = 0.42, p = 0.012),
BOGOF promotions (β = 0.35, p = 0.018), and flash sales (β = 0.31, p = 0.028) have positive
and significant effects on the sales volume of Some selected pure water company in Bauchi
Metropolis. Among them, price reduction had the strongest influence, showing that customers
respond more to direct price incentives. The study concludes that sales promotions significantly
enhance sales performance and customer patronage. It recommends that Some selected pure
water company in Bauchi Metropolis should maintain strategic promotional schemes,
particularly price discounts and BOGOF offers, to boost sales while ensuring profitability and
long-term brand sustainability.
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