EFFECT OF SALES PROMOTION ON THE PERFORMANCE OF AN ORGANIZATION (A CASE STUDY OF NIGERIAN BOTTLING COMPANY, ASEJIRE, IBADAN, OYO STATE)
Abstract
Despite the evidences that sales promotion has received a great deal of attention, not only from the researchers but also from the business world as a result of the usefulness, nevertheless, the results found in the literature are contradictory. This study therefore, examined the effect of sales promotion on the performance of an organization with specific focus on Nigerian Bottling Company, Ibadan, Oyo State, Nigeria. Structured questionnaire was used to collect data from 30 respondents out of 600 permanent staff of the company through random sampling method. Simple regression analysis was used to analyze the data collected in order to examine the effect of independent variable, sales promotion on dependent variable, organisational performance. The result of the study showed that sales promotion has 74.5% positive effect on the performance of an organisation. Based on this, it is concluded that the predictor variables are jointly determinants of performance in an organization. In line with this conclusion, the study therefore, recommends that management should ensure that sales promotion is given high priority with better investment in order to ensure good profitability from the organizational operations.
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