EFFECT OF PROMOTIONAL STRATEGY ON RETAIL BUSINESS PERFORMANCE IN KANO STATE A STUDY OF KWARI MARKET, KANO
Abstract
At the heart of business is the competition to attract consumers’ attention towards products or
services. Consequently, each producer needs to build a more attractive strategy and action
plan than its competitors. Therefore, this study examined the effect of promotional strategy on
retail business performance in Kwari market, Kano. The study employed only primary method
of data collection with 297 traders at Kwari market, Kano selected from total population of
1300 as sample size for the study. Statistical package for social sciences (SPSS, version 23)
was used to analyze the data. The study reviewed the necessary literature related to the study.
The findings of the study revealed that advertisement is most the promotional strategy mostly
used by traders at Kwari market. The study recommends among others that, traders at Kwari
market should pay attention to market sensing and brand building activities. They should
realize that brands are strategically important assets through which business can achieve
market driven competitive edge.
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