The impact of sales promotion on sales volume of a company

ABSTRACT

Sales promotion plays an important role everywhere in today’s business environment. Many dwindling business are revived by sales promotional activities. This work investigates the effect of sales promotion on marketing performance. The research specifically measures the effect of gift offer, price packs, contest offer, sweepstakes on customers’ level of patronage and purchase behavior. A structured questionnaire was used in collecting data and was analyzed using descriptive statistics and multiple regression analysis. The result shows that there is a positive and significant relationship between sales promotional tools and consumer purchase behaviour. This research would help managers to understand the impact of sales promotion on sales volume of a company and how sales promotion can help to achieve a promotional objective.