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The Impact of Sales Promotions on Sales Turnover in Airlines Industry in Nigeria

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  • James A. Adeniran
  • Thomas K. Egwuonwu
  • Clara O. K. Egwuonwu

Abstract

This study seeks to determine the impact of sales promotions on sales turnover in the airlines industry in Nigeria. Ex post facto and survey research design were adopted. Secondary data on average monthly passenger turnover covering a period of 25 years (1991-2015) were collected from the records of airport authority. A questionnaire was also administered to 450 air travellers to ascertain the extent to which sales promotions incentives stimulate them to travel by air within Nigeria. Frequency analysis, regression and t-Test methods of analysis were applied. The results show that sales promotions incentives significantly impacted sales turnover in the airlines industry; and air travellers prefer non-monetary sales promotional offers and off-line incentives to monetary and online offers. The study, therefore, recommends that the management of the airlines need to be more innovative in making promotion offers to air travellers so as to optimize the opportunity. Non-monetary and offline incentives offerings should be emphasized to meet the preference of air travellers. For future research, the study suggests that the focus can be on identifying other salient factors that motivate passengers to travel by air so as to boost industry sales.

Suggested Citation

  • James A. Adeniran & Thomas K. Egwuonwu & Clara O. K. Egwuonwu, 2016. "The Impact of Sales Promotions on Sales Turnover in Airlines Industry in Nigeria," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(3), pages 99-110, June.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:3:p:99-110
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    References listed on IDEAS

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    1. Gilles Laurent & Pierre Chandon & Brian Wansink, 2000. "A Benefit Congruency Framework of Sales Promotion Effectiveness," Post-Print hal-00458440, HAL.
    2. Ailawadi, Kusum L. & Beauchamp, J.P. & Donthu, Naveen & Gauri, Dinesh K. & Shankar, Venkatesh, 2009. "Communication and Promotion Decisions in Retailing: A Review and Directions for Future Research," Journal of Retailing, Elsevier, vol. 85(1), pages 42-55.
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    Cited by:

    1. Mufutau AWONIYI & Thaddeus OLUFAYO & Olubusola OYEKUNLE & Shola OSANYINTOLU, 2021. "Impact Of Consumer Sales Promotion On Consumer Patronage Of Pharmaceutical Products In Nigeria," European Journal of Accounting, Finance & Business, "Stefan cel Mare" University of Suceava, Romania - Faculty of Economics and Public Administration, West University of Timisoara, Romania - Faculty of Economics and Business Administration, vol. 17(27), pages 1-12, October.
    2. Jovana Zoroja & Igor Klopotan & Ana-Marija Stjepic, 2020. "Quality of e-commerce practices in European enterprises: cluster analysis approach," Interdisciplinary Description of Complex Systems - scientific journal, Croatian Interdisciplinary Society Provider Homepage: http://indecs.eu, vol. 18(2-B), pages 312-326.

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    More about this item

    Keywords

    sales promotions; sales turnover; monetary incentives; non-monetary incentives; airlines;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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