EFFECT OF PROMOTIONAL STRATEGY ON RETAIL BUSINESSES (A STUDY OF DANGOTE GROUP OF COMPANY PLC, MAIDUGURI)

ABSTRACT This study examined the effect of marketing strategies specifically pull, push, sales, and e-commerce strategies on retail business performance, with emphasis on how these approaches contribute to customer attraction, sales growth, and overall profitability. Data were collected through structured questionnaires administered to 50 respondents, and the results were analyzed using frequency distribution, percentage analysis, and Chi-square statistical tests. The findings revealed that pull strategies, particularly the use of advertising and promotional campaigns, significantly influence customer visits and awareness of products. Push strategies, such as trade discounts, sales bonuses, and supplier incentives, were found to play a vital role in motivating retailers to promote products and achieve higher sales turnover. Similarly, sales strategies especially discount offers, promotional sales, and product bundling were discovered to help clear old stock, encourage repeat purchases, and boost short-term revenue. Lastly, e-commerce strategies, including social media advertising and online promotions, were shown to have a positive and significant effect on retail performance by expanding market reach and attracting customers beyond physical locations. The Chi-square results confirmed that all calculated values were greater than the tabulated value of 3.841 at a 0.05 significance level, indicating that each strategy had a statistically significant effect on retail business performance. The implication is that combining traditional and digital marketing techniques provides an effective means of sustaining growth, improving customer satisfaction, and enhancing profitability in the competitive retail environment.