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Strategic Influence Of Promotional Mix On Organisation Sale Turnover In The Face Of Strong Competitors

Author

Listed:
  • 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)

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.

Suggested Citation

  • Adebisi SUNDAY & Babatunde BAYODE, 2011. "Strategic Influence Of Promotional Mix On Organisation Sale Turnover In The Face Of Strong Competitors," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 67-76, May.
    • Handle: RePEc:aio:manmar:v:ix:y:2011:i:1:p:67-76
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    Cited by:

    1. Mark Dirikorigha SALVATION & Shahryar SOROOSHIAN, 2018. "The role of social media marketing and product involvement on consumers' purchase intentions of smartphones," Computational Methods in Social Sciences (CMSS), "Nicolae Titulescu" University of Bucharest, Faculty of Economic Sciences, vol. 6(1), pages 65-81, June.

    More about this item

    Keywords

    Strategic promotional mix; Marketing mix; Regression Model; push and pull strategy.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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