SALES PROMOTION AS A CORRELATE OF SALES PERFORMANCE IN SOME SELECTED SOFT DRINKS COMPANIES

SALES PROMOTION AS A CORRELATE OF SALES PERFORMANCE IN SOME SELECTED SOFT DRINKS COMPANIES

Author by Dr. Adesoga Adefulu

Journal/Publisher: Babcock Journal Of Management And Social Sciences

Volume/Edition: 8

Language: English

Pages: 65 - 74

Abstract

Marketing communication in Nigeria today is largely dominated by sales promotion. Everyday in the newspaper and magazines, there is always one promotion or the other. The objective ofth is paper is to find out the correlate between sales promotion and sales revenue performance in selected soft drinks companies. Descriptive research design was used. Secondary data sources employed were extracts of annual reports and prepared marketing reports and projections for the selected companies. Linear regression analysis was done for each of the five companies to show the extent to which promotional expenditures affect sales revenue. The t-test statistic determines the statistical significance of the change in the independent variable on the dependent variable. The study showed that sales revenue performance was largely influenced by sales promotion among the selected companies. The study concluded that sales promotion is a critical factor to influence sales in a competitive economy.


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