IMPACT OF PERSONAL SELLING AND SALES PROMOTION STRATEGY ON MARKET PERFORMANCE OF SELECTED MANUFACTURING COMPANIES IN LAGOS STATE, NIGERIA

Autores

  • Jeremiah Ifenlourchukwu Ibeh Department of Production, Entrepreneurship Unit, Ahmadu Bello University, Zaria, Nigeria
  • Justitia Odinachukwu Nnabuko Marketing Department, University of Nigeria, Enugu Campus, Nigeria
  • Joel Nwajimeje Marketing Department, Delta State Polytechnic, Ogwashi Uku, Nigeria

DOI:

https://doi.org/10.46827/ejmms.v7i3.1280

Palavras-chave:

personal selling, sales promotion, market performance, manufacturing companies, Nigeria

Resumo

Understanding how personal selling and sales promotional strategy impact on the market performance after high capital investments is crucial to the contribution of the food and beverage companies to national economic growth; however, there is a dearth of information on this subject matter. The main objective of the study is to examine the effect of personal selling and sales promotion strategy on the market performance of selected manufacturing companies in Lagos State Nigeria. specifically, the study determines the effect of sales promotion on the market performance of manufacturing companies in Lagos Nigeria and determines the effect of personal selling on the market performance of these manufacturing companies in Lagos Nigeria. The econometric technique involving descriptive research, correlation coefficient and multiple regressions was used for the data analysis. A population and sample of 24 product promotional-related managers were drawn through a census sampling technique. Two research instruments – Annual Report/Financial Statement and Questionnaire were used for data collection. The result of the study indicates that there is a significant predictive impact of sales promotional strategy on the market performance and that there is a significant contribution of the promotional tool on the profit margin level of all six companies. The study, therefore, concludes that personal selling and sales promotion strategies have a positive and significant impact on the market performance of selected manufacturing companies in Lagos, Nigeria. Amongst the recommendations is that staff saddled with the implementation of personal selling and sales promotional strategy should devote time and resources to it since it largely influences the profitability of the companies.

 

JEL: J24; L60; L20

 

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Biografias do Autor

  • Jeremiah Ifenlourchukwu Ibeh, Department of Production, Entrepreneurship Unit, Ahmadu Bello University, Zaria, Nigeria

    Ibeh Jeremiah Ifenlourchukwu has interest in the fields of Marketing. He has taught several University courses in the field of marketing, human resources, business management, strategic planning, Logistics Chain Management, for both undergraduate and post graduate programs. His recent research, published in 2021 and 2022, focuses on marketing management, published in the Journal of University of Nigerian Nsukka and Anambra State University respectively. His upcoming research will be published soon in the International Journal of Trend in Scientific Research and Development. The title is “Preliminary Examination of the Processes of production and Value Chain Management of Indigenous Shea Butter Marketed in Nigeria.”

  • Justitia Odinachukwu Nnabuko, Marketing Department, University of Nigeria, Enugu Campus, Nigeria

    Justitia Odinachukwu Nnabuko is a Professor of Marketing with interest in the fields of Marketing Management. She has taught several courses in the field of Marketing at both Undergraduate and Postgraduate level.

  • Joel Nwajimeje, Marketing Department, Delta State Polytechnic, Ogwashi Uku, Nigeria

    Nwajimeje Joel is a Lecturer 11 with interest in the fields of Marketing, he has taught several courses in the fields of Marketing ranging from Principles of Marketing, Introduction to Advertising Management at undergraduate level.

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Publicado

2022-06-13

Edição

Vol. 7 N.º 3 (2022)

Secção

Articles