Effect of Sales Promotion as a Tool on Organizational Performance (A case Study of Sunshine Plastic Company)
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Date
2011-01-01
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of Emerging Trends in Economics and Management Sciences (JETEMS)
Abstract
In spite of the numerals sales promotion techniques available to many organizations, it is important to note that
many organizations have not yet appreciated how to effectively and efficiently utilize these sales promotion
techniques in attempting to enhance their organization performance. The objective of this paper is to find out if
sales promotion techniques to be adopted at a given time affect the company’s sales volume and also to look at
the effect of sales promotion on organizational performance.
The method used is survey approach which gives room for primary data-questionnaire while the sampling
technique adopted is simple random sampling techniques in which all members of the population has equal
probability and independent chance of being selected. The chi-square method is used to test the hypothesis and
to examine the effect of sales promotion on organizational performance. During the course of findings, majority
of the respondents accepted the fact that sales promotion affects organizational performance and sales volume of
the organization. In conclusion, effective implementation of sales promotional tools lead to increase in sales
volume and invariably higher profits. It is recommended that during festive period, organizations should take
full advantage by developing an effective and efficient sales promotion campaign that can arouse the consumers
awareness, thereby leading to greater purchase of their products.
Description
Keywords
effect, sales promotion, tool, organization, performance