IMPACT OF PROMOTIONAL MIX ON SALES VOLUME IN MANUFACTURING COMPANY

This study examined the Impact of Promotional Mix on Sales Volume in manufacturing company with specific reference to Mouka Foam Plc, Ikeja, Lagos State. The specific objectives are: to examine the type of promotional mix-elements are being used by the firm; to know why companies prefer to use some promotional mix element; to analyze the impact of promotional mix-element on the company sales volume; and to determine company’s strategy concerning the analysis of competitors’ promotional mix-element. The source of data is primary sources obtained through the administration of structured question to the sampled respondents. Simple random sampling techniques were used to select fifty (50) respondents as a sample size for the study from the study population of six hundred and seventy-five (675). A structured questionnaire was employed to collect the data from respondents and data were analyzed with aid of simple percentage and chi-square. The results showed that there is significant relationship between promotional mix and sales volume and also there is significant relationship between promotional mix and sales turnover. The study concluded that for any business firm to be successful in their business conducting and giving attention for promotional mix element is critical part of their successful activity. It is better for all business firms to manage and follow up their promotional activity to be known in the market. Even if the company profitability is the sum of different functions such as finance marketing and other departments promotional mix elements also plays a great impact on its success through creating good public image, knowledge about the company product and increasing the amount of sales volume. Having this in to consideration this research work also try to study and show the impact of promotional mix elements on the amount of sales volume.