STRATEGIC INFLUENCE OF PROMOTIONAL MIX ON ORGANISATION SALE TURNOVER IN THE FACE OF STRONG COMPETITORS

Adebisi Sunday and Babatunde Bayode
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Adebisi Sunday: University of Ado Ekiti, P.M.B 5363, Ekiti State Nigeria.
Babatunde Bayode: Osun State University, P.M.B 2008, Okuku, Osun State, Nigeria

Management and Marketing Journal, 2011, vol. IX, issue 1, 67-76

Abstract: This paper aim at study strategic influence of promotional mix on organisation sale turnover in manufacturing organisation. The research data were gathered through the use of secondary data and primary data, secondary data included 6years annual report comprising the sales turnover (2005-2009) and questionnaire which is an instrument of primary data collection. The questionnaires were administered to the workers of 7up Company and some customers in Solebo Estate in Lagos. The researcher adopted the simple percentage and regression model for the analysis of the collected data.. The result of the findings revealed that strategic promotional mix influences the sale turnover with little 25% while other variable not included in the variable tested takes the larger 75% that will rapidly lead to organisation growth. Since promotional mix constitute few % of variable that can push an organisation to the highest level, therefore other factors of marketing mix such as product development, effective pricing, distribution of right quality and quantity to the consumers should be appropriately considered.

Keywords: Strategic promotional mix; Marketing mix; Regression Model; push and pull strategy. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:ix:y:2011:i:1:p:67-76

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