THE EFFECTS OF SALES PROMOTION AS A TOOL ON ORGANIZATION PERFORMANE : CASE STUDY OF DANGOTE CEMENT PLC, OBAJANA PLANT

ABSTRACT The study is aim to find out the importance of sales promotion on the market of product of Dangote Cement Plc, Obajana Plant. A review of related literature was made to provide a theoretical framework. The research questions were drawn to guide the study. A total number of 160 respondents comprises of 44 from senior staff 39 from junior Staff and 17 from management staff were used for the study. The questionnaire was administered to the staffs and the analysis was tabulated. The results of the analysis revealed that sales promotion has a great effect on marketing of cement in Dangote Cement Company Obajana. The reseacher discover that sales promotion contribute to the patronage of the organization and it also prevents sales volume of the product from declining though within third quarter of each year, there use to be declined in sales due to rain and other factors but there is no sales promotion employed during this period. The researcher also discovered that there is need for yearly review of sales promotion tools used. It was recommended to the company to use Discount/Price Off to solve the declination of sales during third quarter of the year as revealed during the study. Other recommendations was put forward by the reseacher to tackle the problem discovered in the course of this study and those that could arise in future concerning sales promotion.