Chapter Four Data Presentation, Analysis and Interpretation: 4.0 Preamble

Chapter Four
Data Presentation, Analysis and Interpretation
4.0 Preamble
This chapter is concerned with the presentation, analysis and interpretation of data
gathered from the responses to administered questionnaires. It also includes an empirical testing
of hypothesis made about this study and each of their interpretations. It should be noted that
Statistical Package for Social Science (SPSS) was used for analyzing frequencies and testing
research hypotheses.
4.1 Presentation of Data
A total of One hundred and Seventy One (171) copies of questionnaire were distributed
to staffs of Kam-Wire Manufacturing, Ilorin Kwara State for this study. Out of which One
hundred and Fifty Nine (159) copies of questionnaire representing 92.9% were completed and
returned, and Twelve (12) copies of questionnaire representing 7.1% were not returned or not
filled appropriately,
Table 4.2 Analysis of Response Rate
Valid/Returned 159 92.9%
Invalid/Unreturned 12 7.1%
Total 171 100%
Source: Author’s Fieldwork Computation, 2022

4.3 Presentation of Data
Table 4.3.1 Distribution table for Demographic of the Respondents
S/N Factor Factor Level Frequency Percentage %

1. Gender Male 69 43.2
Female 90 56.8
Total 159 100.00
2. Age 18-25 59 37.6
26-35 57 35.9
36-45 29 18.5
46 and above 12 7.8
Total 159 100.00
3. Marital Status Single 68 43.0
Married 90 57.0
Total 159 100.00
4. Educational SSCE 25 15.7
Background OND/NCE 59 37.4
HND/B.Sc 60 38.1
Others 15 8.8
Total 159 100.00
5. Level of Staff Low Level Staff 59 36.8
Middle Level Staff 62 39.3
Top Level Staff 38 23.9
Total 159 100.0
Source: Researcher’s Field Survey, 2020
Table 4.3.1 above presents the demographic questions of the respondents. Hence, the first
section analyzed the gender of the respondents which states that 69 of the respondents
representing 43.2% were Male and also 90 of the respondents representing 56.8% % were
female. This by implication means that there are statistically more male respondents than their
female counterpart in Kam-Wire Manufacturing, Ilorin, Kwara state that the male respondents.
Furthermore, the distribution above shows that 59 of the respondents representing 37.6%
falls in the age bracket of 18-25years old, 57 of the respondents representing 35.9% are between
that age bracket of 26-35 years. In addition, 29 respondents with 18.5% are between the ages of
36 - 45 years, while 12 of the respondents representing 7.8% of the respondents are between the
ages of 46 years and above. This by implication means that employees at Kam-Wire
Manufacturing, Ilorin, Kwara state, there are more staff in the age bracket of 18-25years.
Also, the table states that 68 of the respondents representing 43.0% are single, 90 of the
respondents representing 57.0% are married. This by implications means that there are more
married respondents in Kam-Wire Manufacturing, Ilorin, Kwara with a percentage of 57.0% out
of 100.
Furthermore, it can be seen from the educational background that 25 of the respondents
amounting to 15.7% are SSCE holder, 59 of the respondents amounting to 37.4% are OND/NCE,
38.1% (60) are B.Sc/HND Holder, 15 of the respondents amounting to 8.8% which has the least
of the respondents are holders of other educational background. This by implications means that
there are more respondents with B.Sc/HND Holder.
Lastly, it can be seen that 59 of the respondents amounting to 36.8% are low level staff,
62 0f the respondents amounting to 39.3% are Middle level staff and lastly, 38 of the respondents
amounting to 23.9% are Top level staff. This by implications means that there are more staff in
the middle level of Kam-Wire Manufacturing, Ilorin, Kwara with a percentage of 39.3%.
4.3.2 Goodwill of the organization has increased as a result of the sales promotion
allowed to customers.
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Agreed 36 22.4 22.4 22.4
Agreed 102 64.5 64.5 86.9
Undecided 20 13.1 13.1 100.0
Total 159 100.0 100.0
Source: Filed survey, 2022
It can be depicted from the above data that 36 of the respondents amounting to 22.4%
strongly agreed to the statement that goodwill of the organization has increased as a result of the
sales promotion allowed to customers while 102 (64.5%) which has the highest respondents
strongly agreed to the statement, 20 (13.1%) which has the least of the respondent’s undecided to
the statement that goodwill of the organization has increased as a result of the sales promotion
allowed to customers.
4.3.3 Sales promotion has help the organization gather enough market share.
Cumulative
Agreed 68 43.0 43.0 82.2
Undecided 22 14.0 14.0 96.3
Disagreed 6 3.7 3.7 100.0
Total 159 100.0 100.0
It can be depicted from the above data that 62 of the respondents amounting to 39.3% strongly
agreed to the statement that sales promotion has help the organization gather enough market
share. while 68 (43.0%) which has the highest respondents agreed to the statement,22 (14.1%)
undecided to the statement while 6(3.7%) which has the least of the respondents disagreed to the
statement that Sales promotion has help the organization gather enough market share.
4.3.4 Sales promotion has help enhance customer’s rate of patronage.
Cumulative
Agreed 46 29.0 29.0 59.8
Undecided 53 33.6 33.6 93.5
Disagreed 4 2.8 2.8 96.3
Strongly Disagreed 6 3.7 3.7 100.0
Total 159 100.0 100.0
agreed to the statement that sales promotion has help enhance customer’s rate of patronage.
While 46 (29.0%) agreed to the statement, 53 (33.6%) which has the highest respondents
undecided to the statement, 4 (2.8%) which has the least of the respondents disagreed to the
statement and lastly, 6 (3.7%) of the respondents strongly disagreed to the statement that sales
promotion has help enhance customer’s rate of patronage.

4.3.5 Proper measures are been taken by the organization to make sales promotion as
one of the utmost priority of the organization.
Cumulative
Agreed 88 55.1 55.1 82.2
Undecided 25 15.9 15.9 98.1
Disagreed 3 1.9 1.9 100.0
Total 159 100.0 100.0
The table above shows that 43 of the respondents amounting to 27.1% strongly agreed to
the statement that proper measures are been taken by the organization to make sales promotion
as one of the utmost priority of the organization while 88 (55.1%) which has the highest of
respondents agreed to the statement, 25 (15.9%) of the respondents undecided to the statement
and lastly, 3 (1.9%) of the respondents which is the least disagreed to the statement that proper
measures are been taken by the organization to make sales promotion as one of the utmost
priority of the organization.

4.3.6 The sales promotion rendered by the organization allows customers to enjoy
additional product value.
Cumulative
Agreed 86 54.2 54.2 81.3
Undecided 27 16.8 16.8 98.1
Disagreed 3 1.9 1.9 100.0
Total 159 100.0 100.0
the statement that the sales promotion rendered by the organization allows customers to enjoy
additional product value. while 86 (54.2%) which has the highest of respondents agreed to the
statement that the sales promotion rendered by the organization allows customers to enjoy
additional product value, 27 (16.8%) of the respondents undecided to the statement and lastly, 3
(1.9%) of the respondents which is the least disagreed to the statement that the sales promotion
rendered by the organization allows customers to enjoy additional product value.

4.3.7 Consumers are very much convince about a product value through sales
promotion.
Cumulative
Agreed 105 66.4 66.4 85.0
Undecided 19 12.1 12.1 97.2
Disagreed 4 2.8 2.8 100.0
Total 159 100.0 100.0
the statement that the statement that the consumers are very much convincing about a product
value through sales promotion while 105 (66.4%) which has the highest of respondents agreed
to the statement that consumers are very much convincing about a product value through sales
promotion, 19 (12.1%) of the respondents undecided to the statement and lastly, 4 (2.8%) of the
respondents which is the least disagreed to the statement that consumers are very much
convincing about a product value through sales promotion.

4.3.8 The sales promotion rendered by the organization has help increase the sales
traffic in my organization
Cumulative
Agreed 73 45.8 45.8 79.4
Undecided 22 14.0 14.0 93.5
Disagreed 10 6.5 6.5 100.0
Total 159 100.0 100.0
the statement that the sales promotion rendered by the organization has help increase the sales
traffic in my organization while 73 (45.8%) which has the highest of respondents agreed to the
statement that the sales promotion rendered by the organization has help increase the sales
traffic in my organization, 22 (14.0%) of the respondents undecided to the statement and lastly,
10 (6.5%) of the respondents which is the least disagreed to the statement that the sales
promotion rendered by the organization has help increase the sales traffic in my organization.
4.3.9 Advertisement has helped increase then market share in my organization.
Cumulative
Agreed 80 50.5 50.5 74.8
Undecided 16 10.3 10.3 85.0
Disagreed 23 15.0 15.0 100.0
Total 159 100.0 100.0
the statement that the statement that Advertisement has helped increase then market share in my
organization while 80 (50.5%) which has the highest of respondents agreed to the statement that
Advertisement has helped increase then market share in my organization , 16 (10.3%) of the
respondents which has the least of respondents amounting to (10.3%) undecided to the statement
that Advertisement has helped increase then market share in my organization and lastly 23
(15.0%) of the respondents disagreed to the statement.

4.3.10 Product Advertisement has been an advantage for this organization over its
competitor.
Cumulative
Agreed 99 62.6 62.6 80.4
Undecided 21 13.1 13.1 93.5
Disagreed 10 6.5 6.5 100.0
Total 159 100.0 100.0
The table above shows that 28 of the respondents amounting to 17.8% strongly agreed to the
statement that the best way to effectively improve organization service quality is by employees’
motivation while 99 (62.6%) which has the highest of respondents agreed to the statement, 21
(13.1%) of the respondents undecided to the statement and lastly 10 (6.5%) of the respondents
which has the least of respondents disagreed to the statement that the Advertisement in my
organization has a high rate of effect on the quick sales of product in my organization.
4.3.11 The Advertisement in my organization has a high rate of effect on the quick
sales of product in my organization.
Cumulative
Agreed 28 41.1 41.1 72.9
Undecided 16 23.4 23.4 96.3
Disagreed 2 3.7 3.7 100.0
Total 159 100.0 100.0
Table above shows that 21 of the respondents amounting to 31.8% strongly agreed to the
statement that the Advertisement in my organization has a high rate of effect on the quick sales
of product in my organization., 28 (41.1%) which has the highest of respondents agreed to the
statement, 16 (23.4%) of the respondents undecided to the statement and lastly 2 (3.7%) of the
respondents which has the least of respondents disagreed to the statement that the Advertisement
in my organization has a high rate of effect on the quick sales of product in my organization.
4.3.12 The Advertisement is considered as one of the contributing factor to the profit of
the organization.
Cumulative
Agreed 65 41.1 41.1 69.2
Undecided 36 22.4 22.4 91.6
Disagreed 4 2.8 2.8 94.4
Total 159 100.0 100.0
statement that the Advertisement is considered as one of the contributing factor to the profit of
the organization., 65 (41.1%) which has the highest of respondents agreed to the statement, 36
(22.4%) of the respondents undecided to the statement 4 (2.8%) of the respondents which has the
least of respondents disagreed to the statement and lastly 9 (5.6%) of the respondents strongly
disagreed to the statement the Advertisement is considered as one of the contributing factor to
the profit of the organization.

4.3.13 The Advertisement allows for an easy sales in the organization.
Cumulative
Agreed 52 32.7 32.7 57.9
Undecided 36 22.4 22.4 80.4
Disagreed 17 11.2 11.2 91.6
Total 159 100.0 100.0
statement that the Advertisement allows for an easy sales in the organization., 52 (32.7%) which
has the highest of respondents agreed to the statement, 36 (22.4%) of the respondents undecided
to the statement 17 (11.2%) of the respondents disagreed to the statement and lastly 13 (8.4%) of
the respondents which is the lowest strongly disagreed to the statement that the Advertisement
allows for an easy sales in the organization.

4.3.14 Customers tend to be attracted to our products and services when there is a price
discount.
Cumulative
Agreed 56 35.5 35.5 63.6
Undecided 30 18.7 18.7 82.2
Disagreed 22 14.0 14.0 96.3
Total 159 100.0 100.0
statement that customers tend to be attracted to our products and services when there is a
Advertisement 56 (35.5%) which has the highest of respondents agreed to the statement, 30
(18.7%) of the respondents undecided to the statement 22 (14.0%) of the respondents disagreed
to the statement and lastly 6 (3.7%) of the respondents which is the lowest strongly disagreed to
the statement that customers tend to be attracted to our products and services when there is a
price discount..
4.3.15 Advertisement in my organization serves as means of introducing new products
faster and to a wider audience.
Cumulative
Agreed 68 43.0 43.0 81.3
Undecided 22 14.0 14.0 95.3
Disagreed 7 4.7 4.7 100.0
Total 159 100.0 100.0
statement that Advertisement in my organization serves as means of introducing new products
faster and to a wider audience 68 (43.0%) which has the highest of respondents agreed to the
statement, 22 (14.0%) of the respondents undecided to the statement 7 (4.7%) which is the
lowest strongly disagreed to the statement that Advertisement in my organization serves as
means of introducing new products faster and to a wider audience.

4.3.16 The sales promotional allows the organization to make the best use of the
organizational resources
Cumulative
Agreed 102 64.5 64.5 86.9
Undecided 21 13.1 13.1 100.0
Total 159 100.0 100.0
statement that the sales promotional allows the organization to make the best use of the
organizational resources 102 (64.5 %) which has the highest of respondents agreed to the
statement and lastly 21 (13.1%) which is the lowest undecided to the statement that the sales
promotional allows the organization to make the best use of the organizational resources.
4.3.17 He best strategy to increase the organizational output is through the non-
financial reward system
Cumulative
Agreed 65 41.1 41.1 72.9
Undecided 37 23.4 23.4 96.3
Disagreed 6 3.7 3.7 100.0
Total 159 100.0 100.0
statement that sales promotion helps to reduce advertisement cost for gaining customers 65
(41.1%) which has the highest of respondents agreed to the statement, 37 (23.4%) of the
respondents undecided to the statement and lastly 6 (3.7%) which is the lowest disagreed to the
statement that sales promotion helps to reduce advertisement cost for gaining customers.
4.3.18 Advertisement improves the service quality of work carried out in the organization.
Cumulative
Agreed 52 32.7 32.7 57.9
Undecided 35 22.4 22.4 80.4
Disagreed 18 11.2 11.2 91.6
Total 159 100.0 100.0
statement that Advertisement improves the service quality of work carried out in the
organization., 52 (32.7%) which has the highest of respondents agreed to the statement, 35
(22.4%) of the respondents undecided to the statement 18 (11.2%) of the respondents disagreed
to the statement and lastly 13 (8.4%) of the respondents which is the lowest strongly disagreed to
the statement that Advertisement improves the service quality of work carried out in the
organization.
4.3.19 Efficient material procurement leads to cost reduction.
Cumulative
Agreed 56 35.5 35.5 63.6
Undecided 29 18.7 18.7 82.2
Disagreed 22 14.0 14.0 96.3
Total 159 100.0 100.0
the statement that efficient material procurement leads to cost reduction 56 (35.5%) which has
the highest of respondents agreed to the statement, 29 (18.7%) of the respondents undecided to
the statement 22 (14.0%) of the respondents disagreed to the statement and lastly 6 (3.7%) of the
respondents which is the lowest strongly disagreed to the statement that efficient material
procurement leads to cost reduction.

4.3.20 The level of an organizational service quality increases engagement with
customers.
Cumulative
Agreed 68 43.0 43.0 81.3
Undecided 22 14.0 14.0 95.3
Disagreed 7 4.7 4.7 100.0
Total 159 100.0 100.0
the statement that the level of an organizational service quality increases engagement with
customers 68 (43.0%) which has the highest of respondents agreed to the statement, 22 (14.0%)
of the respondents undecided to the statement 7 (4.7%) which is the lowest strongly disagreed to
the statement that the level of an organizational service quality increases engagement with
customers.
4.3.21 Sales promotion helps to increase the service quality of the organization.
Cumulative
Agreed 68 43.0 43.0 81.3
Undecided 22 14.0 14.0 95.3
Disagreed 7 4.7 4.7 100.0
Total 159 100.0 100.0
the statement that sales promotion helps to increase the service quality of the organization. 68
respondents undecided to the statement 7 (4.7%) which is the lowest strongly disagreed to the
statement that sales promotion helps to increase the service quality of the organization.
4.3.22 Sales promotion is regarded as the fastest tools in enhancing sales performance
Cumulative
Agreed 102 64.5 64.5 86.9
Undecided 20 13.1 13.1 100.0
Total 159 100.0 100.0
agreed to the statement that sales promotion is regarded as the fastest tools in enhancing sales
performance while 102 (64.5%) which has the highest respondents strongly agreed to the
statement, 20 (13.1%) which has the least of the respondents undecided to the statement that
sales promotion is regarded as the fastest tools in enhancing sales performance.

4.3.23 High level of market share in my organization is as a result of sales promotion
Cumulative
Agreed 65 41.1 41.1 69.2
Undecided 36 22.4 22.4 91.6
Disagreed 4 2.8 2.8 94.4
Total 159 100.0 100.0
the statement that high level of market share in my organization is as a result of sales promotion,
65 (41.1%) which has the highest of respondents agreed to the statement, 36 (22.4%) of the
respondents undecided to the statement 4 (2.8%) of the respondents which has the least of
respondents disagreed to the statement and lastly 9 (5.6%) of the respondents strongly disagreed
to the statement high level of market share in my organization is as a result of sales promotion
4.3.24 Effective sales promotion enhances performance of this organization.
Cumulative
Agreed 52 32.7 32.7 57.9
Undecided 36 22.4 22.4 80.4
Disagreed 17 11.2 11.2 91.6
Total 159 100.0 100.0
the statement that effective sales promotion enhances performance of this organization., 52
respondents undecided to the statement 17 (11.2%) of the respondents disagreed to the statement
and lastly 13 (8.4%) of the respondents which is the lowest strongly disagreed to the statement
that effective sales promotion enhances performance of this organization.

4.3.25 Customer satisfaction has been on a high rate due to the market share of the
organization
Cumulative
Agreed 68 43.0 43.0 82.2
Undecided 22 14.0 14.0 96.3
Disagreed 6 3.7 3.7 100.0
Total 159 100.0 100.0
agreed to the statement that customer satisfaction has been on a high rate due to the market share
of the organization while 68 (43.0%) which has the highest respondents agreed to the
statement,22 (14.1%) undecided to the statement while 6(3.7%) which has the least of the
respondents disagreed to the statement that customer satisfaction has been on a high rate due to
the market share of the organization

4.3.26 Goodwill of your organization has improved as a result of high level of market
share.
Cumulative
Agreed 56 35.5 35.5 63.6
Undecided 30 18.7 18.7 82.2
Disagreed 22 14.0 14.0 96.3
Total 159 100.0 100.0
statement that goodwill of your organization has improved as a result of high level of market
share. 56 (35.5%) which has the highest of respondents agreed to the statement, 30 (18.7%) of
the respondents undecided to the statement 22 (14.0%) of the respondents disagreed to the
statement and lastly 6 (3.7%) of the respondents which is the lowest strongly disagreed to the
statement that goodwill of your organization has improved as a result of high level of market
share.
4.3.27 The market share of the organization is been considered by the of sales
promotional force
Cumulative
Agreed 28 41.1 41.1 72.9
Undecided 16 23.4 23.4 96.3
Disagreed 2 3.7 3.7 100.0
Total 159 100.0 100.0
Table above shows that 21 of the respondents amounting to 31.8% strongly agreed to the
statement that the market share of the organization is been considered by the of sales
promotional force, 28 (41.1%) which has the highest of respondents agreed to the statement, 16
(23.4%) of the respondents undecided to the statement and lastly 2 (3.7%) of the respondents
which has the least of respondents disagreed to the statement that the market share of the
organization is been considered by the of sales promotional force.

4.3.28 The market share of the origination leads to an increase in customer’s service.
Cumulative
Agreed 73 45.8 45.8 79.4
Undecided 22 14.0 14.0 93.5
Disagreed 10 6.5 6.5 100.0
Total 159 100.0 100.0
statement that the market share of the origination leads to an increase in customer’s service.
while 73 (45.8%) which has the highest of respondents agreed to the statement that the market
share of the origination leads to an increase in customer’s service 22 (14.0%) of the respondents
undecided to the statement and lastly, 10 (6.5%) of the respondents which is the least disagreed
to the statement that the market share of the origination leads to an increase in customer’s
service.
4.3.29 My organization tends to be competitive wise when there is a high effective use
of resources.
Cumulative
Agreed 88 55.1 55.1 82.2
Undecided 25 15.9 15.9 98.1
Disagreed 3 1.9 1.9 100.0
Total 159 100.0 100.0
statement that my organisation tends to be competitive wise when there is a high effective use of
resources. While 88 (55.1%) which has the highest of respondents agreed to the statement, 25
(15.9%) of the respondents undecided to the statement and lastly, 3 (1.9%) of the respondents
which is the least disagreed to the statement that my organisation tends to be competitive wise
when there is a high effective use of resources.

4.4 Hypothesis Testing
4.4.1 Hypothesis One
H0:Sales promotion has no significant effect on organizational market share.
H01: Sales promotion has a significant effect on organizational market share.
Table 4.4.1.1 Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .761a .579 .576 1.06033
a. Predictors: (Constant), Sales promotion
The model summary as indicated in table 4.4.1.1 above shows that R Square is 0.579; this
implies that 57% of variation in the dependent variable (Organizational market share) were
explained by the Independent variable (Sales promotion) while the remaining 43% is due to other
variables that are not included in the model. This mean that the regression (model formulated) is
useful for making predictions since the value of R2 is close to 1
4.4.1.2 ANOVAa
Model Sum of Squares Df Mean Square F Sig.
Regression 217.837 1 217.837 193.752 .000b
1 Residual 158.527 157 1.124
Total 376.364 158
a. Dependent Variable: Organizational market share
b. Predictors: (Constant), Sales promotion

The table above summarized the results of an analysis of variation in the dependent variable with
large value of regression sum of squares (217.837) in comparison to the residual sum of squares
with value of 158.527 (this value indicated that the model does not fail to explain a lot of the
variation in the dependent variables. However, the estimated F-value (193.752) as given in the
table above with significance value of 0.000, which is less than p-value of 0.05 (p<0.05) which
means that the Independent variable as a whole can jointly influence the increment in the
dependent variable (Organizational market share).
Table 4.4.1.3 Coefficientsa
Model Unstandardized Standardized t Sig.
Coefficients Coefficients
B Std. Error Beta
(Constant) 2.684 .273 9.846 .000

1
Sales promotion .5159 .041 .761 13.919 .000
Interpretation
The dependent variable as shown in the table 4.4.1.3 was Market share of the organization. This
was used as a yardstick to examine the impact between the two variables (i.e. Sales promotion
and Market share of the organization). The predictors is Sales promotion, as depicted in table
4.4.1.3, it is obvious that there is a direct relationship between Sales promotion and Market
share of the organization.
According to the result in the table above Sales promotion t-test coefficient is 13.919 and the P-
value is 0.000 which is less than 0.05 (i.e. P<0.05). This means that these variables are
statistically significant at 5% significant level.

Decision Rule
As a result of the outcome, the Null Hypothesis (H O1) is rejected on the basis that the p-value is
less 0.05. Hence the alternative hypothesis is accepted, that Sales promotion has a significant
effect on market share of the organization of Kam-Wire Manufacturing, Ilorin Kwara State.
Hence, it explains how significant hypothesis one is to be recommended to market share of the
organization in Kam-Wire Manufacturing, Ilorin Kwara State.
4.4.2 Test for Hypothesis 2
H0 Sales promotion has no significant effect on the service quality of the organization.
H1 Sales promotion has a significant effect on the service quality of the organization.
4.4.2.1 Model Summary
Estimate
1 .517a .6159 .662 1.63511
The model summary as indicated in table 4.4.2.1 above shows that R Square is 0.6159;
this implies that 66% of variation in the dependent variable (Service quality of the organization)
were explained by the Independent variable (Sales promotion) while the remaining 34% is due to
other variables that are not included in the model. This mean that the regression (model
formulated) is useful for making predictions since the value of R2 is close to 1

4.4.2.2 ANOVAa
Regression 137.655 1 137.655 51.487 .000b
1 Residual 376.975 157 2.1594
Total 514.629 158
a. Dependent Variable: Service quality of the organization
The table above summarized the results of an analysis of variation in the dependent
variable with large value of regression sum of squares (137.655) in comparison to the residual
sum of squares with value of 376.975 (this value indicated that the model does not fail to explain
a lot of the variation in the dependent variables. However, the estimated F-value (51.487) as
given in the table above with significance value of 0.000, which is less than p-value of 0.05
(p<0.05) which means that the independent variable as a whole can jointly influence the
increment in the dependent variable Service quality of the organization.
4.4.2.3 Coefficientsa
Model Unstandardized Standardized T Sig.
B Std. Error Beta
(Constant) 4.245 .420 10.098 .000

1
Sales promotion .451 .063 .517 7.175 .000

Interpretation
The dependent variable entrepreneurial skill is used as a yardstick to examine the impact
between the two variables (i.e. Sales promotion and Service quality of the organization). The
predictors is Sales promotion, as depicted in table 4.4.2.3 it is obvious that there is a direct
relationship between Sales promotion and Service quality of the organization
According to the result in the table above Job satisfaction t-test coefficient is 7.175 and the P-
Decision Rule
effect on service quality of the organization. Hence, it explains how significant hypothesis one is
to be recommended to Kam-Wire Manufacturing, Ilorin Kwara State
H0 Advertisement has no significant effect and on the market share of the organization
H03Advertisement has a significant effect and on the market share of the organization
Estimate
1 .588a .922 .342 1.04629
a. Predictors: (Constant), Advertisement

The model summary as indicated in table 4.4.3.1 above shows that R Square is 0.92; this implies
that 92% of variation in the dependent variable (Market share of the organization) were
explained by the Independent variable (Advertisement) while the remaining 8% is due to other
4.4.3.2 ANOVAa
Model Sum of Squares df Mean Square F Sig.
Regression 99.6159 1 99.6159 91.043 .000b
1 Residual 188.293 157 1.095
Total 287.960 158
a. Dependent Variable: Market share of the organization
b. Predictors: (Constant), Advertisement
means that the independent variable as a whole can jointly influence the increment in the
dependent variable (Market share of the organization).

B Std. Error Beta
(Constant) .618 .282 2.192 .030

1
Advertisement .613 .064 .588 9.542 .000
Interpretation
The dependent variable Entrepreneurial skill was used as a yardstick to examine the
impact between the two variables (i.e. Advertisement and Market share of the organization). The
predictors is Advertisement this has a direct relationship between Advertisement and Market
According to the result in the table above Advertisement t-test coefficient is 9.542 and the P-

H0There is no significant impact of Advertisement on the service quality of the organization
H04 There is no significant impact of Advertisement on the service quality of the organization.
Model R R Square Adjusted R Std. Error of the
Square Estimate
1 .788a .620 .618 1.04369
a. Predictors: (Constant), Advertisement
that 62% of variation in the dependent variable (Service quality of the organization) were
4.4.4.2 ANOVAa
Regression 305.953 1 305.953 280.875 .000b
1 Residual 187.357 157 1.089
Total 493.310 158
a. Dependent Variable: Service quality of the organization.
dependent variable (service quality of the organization).
B Std. Error Beta
(Constant) -.737 .256 -2.877 .005

1
Advertisement 1.138 .068 .788 16.759 .000
a. Dependent Variable: Service quality of the organization.
Interpretation
Entrepreneurial skill was used as a yardstick to examine the impact between the two variables
(i.e. Advertisement and Service quality of the organization). The predictors is Price discount, it
is obvious that there is a direct relationship between Advertisement and Service quality of the
organization.

Decision Rule
less 0.05. Hence the alternative hypothesis is accepted, that Advertisement has significant effect
on service quality of the organization in Kam-Wire Manufacturing, Ilorin Kwara State. Hence, it
explains how significant hypothesis two is to be recommended to Kam-Wire Manufacturing,
Ilorin Kwara State
4.5 Discussion of Results
Various study have been conducted on sales promotion on organizational performance but little
has been conducted on this topic, this research study titled “Effect of promotional strategies on
market performance ’’ in Kam-Wire Manufacturing, Ilorin Kwara State in which the X construct
is Sales promotion in which two variables were to demystify from the concept of Sales
promotion which includes Sales promotion and Advertisement while Y construct which is
Organizational performance also consists of two variables which include market share and
service quality. The study tries to examine if organizational performance is affected by Sales
promotion and the study shows a positive relationship between the two variables, this finding can
be likened to the study conduct by Cross (2018), which was carried out in Kaduna to identify the
effects of marketing strategies on organizational performance that production strategy, pricing
strategy, promotion strategy and place strategy, have a direct influence on performance of
Nigerian bottling company. The findings also made know that sales promotion plays an
important role in contributing to the performance of employee in Kam Wire Manufacturing,
Ilorin. Also from information gathered through questionnaires distributed within the staffs of this
organization, this finding also can be traced to the findings of (Isaac & Loretta, 2015), where it
was made known through theor reaesrch that Sales Promotions plays an imporatant role on the
performance of auto mobile industrues in Ghana.
4.4 Hypothesis Testing
4.4.1 Hypothesis One
H0:Sales promotion has no significant effect on organizational market share.
H01: Sales promotion has a significant effect on organizational market share.
Table 4.4.1.1 Model Summary
Estimate
1 .761a .579 .576 1.06033
The model summary as indicated in table 4.4.1.1 above shows that R Square is 0.579; this
implies that 57% of variation in the dependent variable (Organizational market share) were
explained by the Independent variable (Sales promotion) while the remaining 43% is due to other
4.4.1.2 ANOVAa
Regression 217.837 1 217.837 193.752 .000b
1 Residual 158.527 157 1.124
Total 376.364 158
a. Dependent Variable: Organizational market share

means that the Independent variable as a whole can jointly influence the increment in the
dependent variable (Organizational market share).
Table 4.4.1.3 Coefficientsa
B Std. Error Beta
(Constant) 2.684 .273 9.846 .000

1
Sales promotion .5159 .041 .761 13.919 .000
Interpretation
The dependent variable as shown in the table 4.4.1.3 was Market share of the organization. This
was used as a yardstick to examine the impact between the two variables (i.e. Sales promotion
and Market share of the organization). The predictors is Sales promotion, as depicted in table
4.4.1.3, it is obvious that there is a direct relationship between Sales promotion and Market

According to the result in the table above Sales promotion t-test coefficient is 13.919 and the P-
Decision Rule
effect on market share of the organization of Kam-Wire Manufacturing, Ilorin Kwara State.
Hence, it explains how significant hypothesis one is to be recommended to market share of the
organization in Kam-Wire Manufacturing, Ilorin Kwara State.
H0 Sales promotion has no significant effect on the service quality of the organization.
H1 Sales promotion has a significant effect on the service quality of the organization.
Estimate
1 .517a .6159 .662 1.63511
The model summary as indicated in table 4.4.2.1 above shows that R Square is 0.6159;
this implies that 66% of variation in the dependent variable (Service quality of the organization)
were explained by the Independent variable (Sales promotion) while the remaining 34% is due to
other variables that are not included in the model. This mean that the regression (model
formulated) is useful for making predictions since the value of R2 is close to 1

4.4.2.2 ANOVAa
Regression 137.655 1 137.655 51.487 .000b
1 Residual 376.975 157 2.1594
Total 514.629 158
The table above summarized the results of an analysis of variation in the dependent
variable with large value of regression sum of squares (137.655) in comparison to the residual
sum of squares with value of 376.975 (this value indicated that the model does not fail to explain
a lot of the variation in the dependent variables. However, the estimated F-value (51.487) as
given in the table above with significance value of 0.000, which is less than p-value of 0.05
(p<0.05) which means that the independent variable as a whole can jointly influence the
increment in the dependent variable Service quality of the organization.

Model Unstandardized Standardized T Sig.
B Std. Error Beta
(Constant) 4.245 .420 10.098 .000

1
Sales promotion .451 .063 .517 7.175 .000
b. Dependent Variable: Service quality of the organization
Interpretation
The dependent variable entrepreneurial skill is used as a yardstick to examine the impact
between the two variables (i.e. Sales promotion and Service quality of the organization). The
predictors is Sales promotion, as depicted in table 4.4.2.3 it is obvious that there is a direct
relationship between Sales promotion and Service quality of the organization
According to the result in the table above Job satisfaction t-test coefficient is 7.175 and the P-
Decision Rule
effect on service quality of the organization. Hence, it explains how significant hypothesis one is
to be recommended to Kam-Wire Manufacturing, Ilorin Kwara State

H0 Advertisement has no significant effect and on the market share of the organization
H03Advertisement has a significant effect and on the market share of the organization
Estimate
1 .588a .922 .342 1.04629
that 92% of variation in the dependent variable (Market share of the organization) were
4.4.3.2 ANOVAa
Regression 99.6159 1 99.6159 91.043 .000b
1 Residual 188.293 157 1.095
Total 287.960 158
dependent variable (Market share of the organization).
B Std. Error Beta
(Constant) .618 .282 2.192 .030

1
Advertisement .613 .064 .588 9.542 .000
b. Dependent Variable: Market share of the organization
Interpretation
The dependent variable Entrepreneurial skill was used as a yardstick to examine the
impact between the two variables (i.e. Advertisement and Market share of the organization). The
predictors is Advertisement this has a direct relationship between Advertisement and Market

4.5 Discussion of Results
Various study have been conducted on sales promotion on organizational performance but little
has been conducted on this topic, this research study titled “Effect of promotional strategies on
market performance ’’ in Kam-Wire Manufacturing, Ilorin Kwara State in which the X construct
is Sales promotion in which two variables were to demystify from the concept of Sales
promotion which includes Sales promotion and Advertisement while Y construct which is
Organizational performance also consists of two variables which include market share and
service quality. The study tries to examine if organizational performance is affected by Sales
promotion and the study shows a positive relationship between the two variables, this finding can
be likened to the study conduct by Cross (2018), which was carried out in Kaduna to identify the
effects of marketing strategies on organizational performance that production strategy, pricing
strategy, promotion strategy and place strategy, have a direct influence on performance of
Nigerian bottling company. The findings also made know that sales promotion plays an
important role in contributing to the performance of employee in Kam Wire Manufacturing,
Ilorin. Also from information gathered through questionnaires distributed within the staffs of this
organization, this finding also can be traced to the findings of (Isaac & Loretta, 2015), where it
was made known through theor reaesrch that Sales Promotions plays an imporatant role on the
performance of auto mobile industrues in Ghana.
CHAPTER FIVE
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
5.1 Introduction
This chapter is the final part of this study and it is divided into summary of findings,
conclusions made in the course of this study, recommendations made to the case study, sector,
regulating body and other interested bodies. In addition, this chapter addresses the areas in which
further studies can be conducted.
5.2 Summary of findings
This section presents the summary of the study as related to the set hypotheses; hence, the
following are the summary of the findings.
Hypothesis one states that Sales promotion has no significant effect on market share of
the organization of the organization. However, the null hypothesis was rejected and alternate
accepted which states that sales promotion has a significant effect on market share of the
organization of the organization. Also, the study revealed that Market share has effect on the
market share of the organisation in the past years and this has brought continuous improvement
in the performance of the organization as a result of the adoption of sales promotion. Hence, it
can be stated that Market share does affect organizational market share. This aligns with the
study of Kennedy (2018) where it was revealed that sales promotion has a significant impact on
the market share of the organisation towards the improvement of organizational goals.
Hypothesis two states that Sales promotion has no significant effect on the service quality
of the organization. Hence, the null hypothesis was rejected and alternate accepted. The study
also revealed that serious attention to sales promotion is crucial as its helps in increasing the
service quality of the organization.

Hypothesis three states that Advertisement has no significant effect and on the market
share of the organization. Conversely, the null hypothesis was rejected and alternate accepted.
The result then revealed that Advertisement adopted by Kam Wire manufacturing industry
assists in improving the market share of the organization and also the output of the organization
is often influenced by the Advertisement adopted. In addition, the study revealed that increase in
market share of the organization is as a result of Advertisement adopted. This study also aligns
with the study of Ngari (2015) where it was revealed that one of the most effective sales
promotional tools used in enhancing market share of the organization is Advertisement.
Hypothesis four states there is no significant impact of advertisement on the service
quality of the organization. However, the study rejected the null and accepts the alternate
hypothesis which states that there is a significant impact of Advertisement on the service quality
of the organization. The study also revealed that increase in service quality of the organization
depends on the level of Advertisement rate, this supports the findings of Newstrom and Davies
(2016).
5.3 Conclusions
For the purpose of this research, the study concludes that;
1. Sales promotion does affect the market share of the organization in Kam Wire manufacturing
industry. Also, the study concludes that continuous improvement in sales promotion leads to an
improvement in market share of the organization
2. Service quality of the organization may be affected by sales promotion. Furthermore, it was
concluded that strategies use in enhancing sales promotion often assist in increasing service quality of
the organization.
3. Advertisement significantly affects the service quality of the organization in Kam Wire
manufacturing industry. Also that service quality of the organization of an organization is often
influenced by price discount.
4. Service quality of the organization may significantly be affected by the level of Advertisement
of Kam Wire manufacturing industry
5.4 Recommendations
In relations to the above findings and conclusion, the study recommends that;
1. Sales promotion should be further intensified as finding has shown how significant it is to Kam
Wire manufacturing industry. This will eventually tell on the market share of the organization.
2. Kam Wire manufacturing industry and other organizations should also align the issue of sales
promotion with the organization policy in order to assist in building the service quality of the
organization
3. Kam Wire manufacturing industry and other organization should step up the level of
Advertisement as this will enhance and increase the market share of the organization in return, this will
help increase the output of the organization
4. Kam Wire manufacturing industry should increase the mode of the Advertisement as this will
positively affects the service quality of the organization.
5.5 Suggestions for further studies
The study will contribute to knowledge by explaining what sales promotion is all about
and how it should be managed in an organization to improve performance of the organization
and also will suggests further studies be expressed towards improving this study by looking at
other industry of their choice as this will assist the field of study in getting more empirical
findings. Also, sales promotion is mostly attached to big organization; future study can look at it
from the Small businesses aspect for improvement in the field.
5.6 Contribution to Knowledge
The study will contribute to knowledge by explaining what sales promotion is all about
and how it should be managing in an organization to improve organizational market share and
service quality. Hence, it was also noticed that majority of these studies have investigated the
roles of sales promotion and it benefit to the organizational market share and service quality and
some also investigated the rising trend in organizations on how effective sales promotion is been
handled.
Reference
Akanbi, T. A. & Ajagbe, F. (2012). The impact of Sales Promotion Activities on the Patronage
of Global System of Mobile Communication (GSM) Service Providers in Ogbomoso
Area, Nigeria. Journal of Communication and Culture: International Perspective, Vol.
2, No.
3, 20-29.
Aderemi S. A (2013). Marketing Principles and Practice. Mushin: Concept Publication Limited.
Chaharsoughi, S. A. & Yasory, T. H. (2016). Effect of Sales Promotion as a tool on
Customer Attention to Purchase, A case study of Automaker Company. African
Journal of Business Management, 6 (5)1-32.
Gbolagade, A., Adesola, M., & Oyewale, I. (2017). Impact of Marketing Strategy on Business
Performance A Study of Selected Small and Medium Enterprises (SMEs) In Oluyole
Local Government, Ibadan, Nigeria. Journal of Business and Management, 11(4), 59-
66.
Isaac T., & Loretta, S. (2016). The Impact of Sales Promotions on the Performance of Auto-
Mobile Industries in Ghana: A Case Study of PHC Motors (Accra-Ghana). European
Journal of Business and Management, 7(11), 176- 194.
Jain, D. (2016). Sales Promotion Effects on Consumer Based Brand Equity. International
Journal of Market Research, 47(2), 179-204.
Kurtzbard, G. and Soldow, G. F. (2017). Towards a parametric definition of marketing.

European Journal of Marketing 21 (1), 37-47.
Kinoti, P. N. Nkari, I. M. & Kathuni, L. K.(2019). Promotional Strategies and Sales Performance
of Insurance Companies. International Journal of Business and Social Science, 10(8),
23-43.
Odunlami, I. B. & Ogunsiji, A. (2016). Effect of Sales Promotion as a Tool on Organizational

Performance (A case Study of Sunshine Plastic Company). Journal of Emerging
Trends in Economics and Management Sciences (JETEMS), 2 (1): 9-13.
Priya, R. (2014). Free Gifts with Purchase: Promoting or Discounting Brands? The Journal of
Consumer Psychology, 14 (1 & 2), 181-186.
Preetam, P., & Kahn, S. (2018). Impact of Marketing Strategies on the Business Performance of
Small and Medium Enterprises in India. Journal of Career Development International,

4 (2), 108 – 119.
Pembi, S., Fudamu, A.U. & Ibrahim, A. (2017). Impact of sales promotional strategies on
organizational performance in Nigeria. European Journal of Research and Reflection
in Management Sciences. 5 (4), 31-41
Rotimosho, (2013) In Odunlami, I. B. & Ogunsiji, A. (2011). Effect of Sales Promotion as a

Tool on Organizational Performance (A case Study of Sunshine Plastic Company).
Journal of Emerging Trends in Economics and Management Sciences (JETEMS), 2
(1): 9-13.
Shia, R. E. (2014). Concepts and Strategy Guidelines for Designing Value Enhancing Sales
Promotions. Journal of Product & Brand Management, 7, 5, 410-420.
Uloko, A. (2019). Impact of promotion on profitability of an organization: A Study of Nigerian

Bottling Company PLC. Journal of Advance Research in Business Management and
Accounting. 3, (5) 1-13.
Ya-Ping C. A (2017). Examined the Effects of Sales Promotion on Consumer Involvement and
Purchase Intention in Tourism Industry. Journal of Mathematics, Science and
Technology Education. 13(12), 8323-8330.
APPENDIX
Department of Business Administration,
Al-Hikmah University,
Ilorin,
Kwara State.
Dear Respondent,
LETTER OF INTRODUCTION
The bearer, AMUDA KABIR ABIODUN with matriculation number: 1902MKTTU2003 is a

student of Business Administration, Al-Hikmah university, Ilorin, Kwara State, Nigeria.
He is currently conducting a research study titled “Effect of promotional strategies on market
performance (The Case Study of Kam-Wire Manufacturing, Ilorin Kwara State)”. This study is
channeled towards examining how sales promotion affects the performance of Kam-Wire
Manufacturing, Ilorin Kwara State.
Hence, we request your support in helping him fill this questionnaire attached therein in order to
make him carryout this research work objectively. Please note that the information supplied shall
be treated with utmost confidence and use purely for academic purposes only.
Thanks for your cooperation.
Yours faithfully,
Dr. (Mrs) Brimah
SECTION A: BIO DATA
 Gender : Male ( ), Female ( )
 Age bracket: 18-25 ( ), 26- 35 ( ), 36-45 ( ), 46- above( )
 Religion : Christianity( ), Islam ( ), Others ( )
 Marital Status : Single ( ), Married ( ), others ( )
 Educational Qualification: SSCE ( ), NCE/OND ( ), HND/B.SC ( ),
Postgraduate( ) ,Others ( )
 Level of Staff: Lower Level Staff ( ), Middle Level Staff( ), Top Level Staff( )
SECTION B
Impact of Sales Promotion on Organizational Performance (The Case Study of Kam-Wire
Manufacturingc, Ilorin Kwara State
Instruction: Kindly indicate the extent of your agreement with the statement below by
ticking [ √ ] one of the spaces provided. Where: Strongly Disagree (SD) Disagree (D), Agree
(A), Undecided (U), Strongly agree (SA)
S/N SALES PROMOTION SD D U A SA
CO1 Goodwill of the organization has increased as a
result of the sales promotion allowed to
customers.
CO2 Sales promotion has help the organization gather
enough market share.

CO3 Sales promotion has help enhance customer’s
rate of patronage.
CO4 Proper measures are been taken by the
organization to make sales promotion as one of
the utmost priority of the organization.
CO5 The sales promotion rendered by the
organization allows customers to enjoy
additional product value.
CO6 Consumers are very much convince about a
product value through sales promotion.
CO7 The sales promotion rendered by the
organization has help increase the sales traffic in
my organization.
ADVERTISEMENT
PD1 Advertisement has helped increase then market
share in my organization.
PD2 Product Advertisement has been an advantage
for this organization over its competitor.
PD3 The Advertisement in my organization has a high
rate of effect on the quick sales of product in my
organization.
PD4 The Advertisement is considered as one of the
contributing factor to the profit of the

organization.
PD5 The Advertisement allows for an easy sales in
the organization.
PD6 Customers tend to be attracted to our products
and services when there is a price discount.
PD7 Advertisement in my organization serves as
means of introducing new products faster and to
a wider audience.
SERVICE QUALITY
EFF1 The sales promotional allows the organization to
make the best use of the organizational
resources.
EFF2 Sales promotion helps to reduce advertisement
cost for gaining customers.
EFF3 Advertisement improves the service quality of
work carried out in the organization.
EFF4 Efficient material procurement leads to cost
reduction.
EFF5 The level of an organizational service quality
increases engagement with customers.
EFF6 Sales promotion helps to increase the service
quality of the organization.
EFF7 Sales promotion is regarded as the fastest tools in

enhancing sales performance
MARKET SHARE
EFFT High level of market share in my organization is
1 as a result of sales promotion
EFFT Effective sales promotion enhances performance
2 of this organization.
EFFT Customer satisfaction has been on a high rate due
3 to the market share of the organization.
EFFT Goodwill of your organization has improved as a
4 result of high level of market share.
ERT5 The market share of the organization is been
considered by the of sales promotional force.
EFT6 The market share of the origination leads to an
increase in customer’s service.
EFT7 My organisation tends to be competitive wise
when there is a high effective use of resources.
Thank You.

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Chapter Four

Data Presentation, Analysis and Interpretation

4.1 Presentation of Data

Table 4.2 Analysis of Response Rate

Valid/Returned 159 92.9%

Total 171 100%

Source: Author’s Fieldwork Computation, 2022

Table 4.3.1 Distribution table for Demographic of the Respondents

S/N Factor Factor Level Frequency Percentage %

there are more respondents with B.Sc/HND Holder.

Frequency Percent Valid Percent Percent

Valid Strongly Agreed 36 22.4 22.4 22.4

Agreed 102 64.5 64.5 86.9

Undecided 20 13.1 13.1 100.0

Total 159 100.0 100.0

Source: Filed survey, 2022

Frequency Percent Valid Percent Percent

Valid Strongly Agreed 62 39.3 39.3 39.3

Agreed 68 43.0 43.0 82.2

Undecided 22 14.0 14.0 96.3

Disagreed 6 3.7 3.7 100.0

Total 159 100.0 100.0

Source: Filed survey, 2022

Frequency Percent Valid Percent Percent

Valid Strongly Agreed 48 30.8 30.8 30.8

Agreed 46 29.0 29.0 59.8

Undecided 53 33.6 33.6 93.5

Disagreed 4 2.8 2.8 96.3

Strongly Disagreed 6 3.7 3.7 100.0

Total 159 100.0 100.0

Source: Filed survey, 2022

promotion has help enhance customer’s rate of patronage.

one of the utmost priority of the organization.

Frequency Percent Valid Percent Percent

Valid Strongly Agreed 43 27.1 27.1 27.1

Agreed 88 55.1 55.1 82.2

Undecided 25 15.9 15.9 98.1

Disagreed 3 1.9 1.9 100.0

Total 159 100.0 100.0

Source: Filed survey, 2022

priority of the organization.

additional product value.

Frequency Percent Valid Percent Percent

Valid Strongly Agreed 43 27.1 27.1 27.1

Agreed 86 54.2 54.2 81.3

Undecided 27 16.8 16.8 98.1

Disagreed 3 1.9 1.9 100.0

Total 159 100.0 100.0

Source: Filed survey, 2022

rendered by the organization allows customers to enjoy additional product value.

Frequency Percent Valid Percent Percent

Valid Strongly Agreed 30 18.7 18.7 18.7

Agreed 105 66.4 66.4 85.0

Undecided 19 12.1 12.1 97.2

Disagreed 4 2.8 2.8 100.0

Total 159 100.0 100.0

Source: Filed survey, 2022

convincing about a product value through sales promotion.

Frequency Percent Valid Percent Percent