STRATEGIC MANAGEMENT OF SALES PROMOTION TECHNIQUES ON PRODUCTS CONSUMERS OF SELECTED RETAIL OUTLETS IN CALABAR METROPOLIS OF CROSS RIVER STATE, NIGERIA

Charles Effiong, Effiom Effiom Inameti, Naomi A. Ernest, Nneoyi Nnana Arikpo

Abstract


The rapid change in global market and competition elevation, has increasingly made sales promotion strategies contemporary inevitable for market success. The study examines the strategic management of sales promotion techniques on products consumers of selected retail outlets in Calabar Metropolis, Cross River State, Nigeria. The study adopted the survey research design while a two stage sampling design: the stratified random and judgmental sampling were used in the sample selection.  The one way ANOVA and multiple regression analysis were adopted for data estimation. The study established that there is significant effect of free sample on products consumers in selected retail outlets in Calabar Metropolis. The study recommended that Retailers should endeavor to engage in sales promotions strategies vigorously as this would promote sales volume in order to obviate expiry date of some products on the shelf. Also, giving free products to consumers and charging a token should be discouraged, as this practice disenchant many consumers and impairs brand loyalty as many consumer are not ready to come back to patronize such product.

Keywords


Strategic management, Sales promotion, Consumers, Retail outlets, Cross River State

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