ABSTRACT

The study investigated on the effect of sales promotional on organizational sales performance. The objective of the study are to ascertain the effect of customer sales promotion on organizational sales performance and to examine the effect of trade sales promotion on organizational sales performance. To achieve the objectives of the study, correlational research design was adopted. The researcher adopted primary data in getting the required information. In testing the hypothesis correlation coefficient was used. The findings revealed that there is significant relationship between customer sales promotion and organizational sales performance. The findings also revealed that that there is significant relationship between trade sales promotion and organizational sales performance. The researcher recommends that Companies should ensure the formulation of strategic promotional policies structured to increase and improve sales. It is recommends that while formulating strategic promotional policies, concern should be drawn from the promotional strategies of their competitors in the industry

TABLE OF CONTENTS                                                                                               

TITLE PAGE i

DECLARATION ii

CERTIFICATION iii

DEDICATION iv

ACKNOWLEDGEMENT v

TABLE OF CONTENTS vi

LIST OF TABLES x

ABSTRACT xi

CHAPTERONE

INTRODUCTION 1

1.1 Background to the Study 1

1.2 Statement of the Problem             2

1.3 Objectives of the Study             3

1.4 Research Questions 4

1.5 Research Hypothesis 4

1.6 Scope and Limitations of the Study 5

1.7 Significance of the Study 5

1.8 Limitation of the Study 5

CHAPTER TWO

 REVIEW OF RELATED LITERATURE 6

2.1  Conceptual Framework                                                      6

2. 2  History of Modern Sales Promotion  9

2.3   The Role of Sales Promotion in an Organisational              10

2.4   Objectives of Sales Promotion                                              11

2.5   Characteristics of Sales Promotion                                      13

2.6  Measuring the effectiveness of sales promotion                  15

2.7   Sales Promotion                                                                15

2.7.1 Consumer Promotion 17

2.7.2 Trade Promotion 19

2.7.3   Sales Force Promotion 20

2.7.4.   Advantages of Sales Promotion 21

2.8     Problems of Sales Promotion 22

2.9 Sales Promotion Promotion Strategy and Management 26

CHAPTER THREE

RESEARCH METHODOLOGY 27

3.1 Research Design 27

3.2Area of the Study 27

3.3 Sources of data/method of collection 28

3.4Population of the Study                          28

3.5Determination of sampling procedure and sample size        28

3.6Validity of instrument 29

3.7Reliability of the instrument 30

3.8Method of Data Analysis 30

3.9 Model Specification 30

CHAPTERFOUR

DATAPRESENTATION,ANALYSISANDDISCUSSIONOFFINDINGS 44

4.1DataPresentation 44

4.2DataAnalysis 49

4.3TestofHypothesis 51

4.4DiscussionofFindings 54

CHAPTERFIVE

SUMMARYOFFINDINGS,CONCLUSIONANDRECOMMENDATIONS 57

5.1SummaryofFindings 57

5.2Conclusion 58

5.3Recommendations 59

5.4SuggestionsforFurtherStudies 60

REFERENCES