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

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Author(s): Adebisi SUNDAY | Babatunde BAYODE

Journal: Management & Marketing
ISSN 1841-2416

Volume: IX;
Issue: 1;
Start page: 67;
Date: 2011;
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Keywords: Strategic promotional mix | Marketing mix | Regression Model | push and pull strategy

ABSTRACT
This paper aim at study strategic influence of promotional mix onorganisation sale turnover in manufacturing organisation. The research datawere 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 datacollection. The questionnaires were administered to the workers of 7upCompany and some customers in Solebo Estate in Lagos. The researcheradopted the simple percentage and regression model for the analysis of thecollected data.. The result of the findings revealed that strategic promotionalmix influences the sale turnover with little 25% while other variable notincluded in the variable tested takes the larger 75% that will rapidly lead toorganisation growth. Since promotional mix constitute few % of variable thatcan push an organisation to the highest level, therefore other factors ofmarketing mix such as product development, effective pricing, distribution ofright quality and quantity to the consumers should be appropriatelyconsidered.

Tango Jona
Tangokurs Rapperswil-Jona

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