Ahmed Hajarah Project Report

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SALES PROMOTION AS AN EFFECTIVE TOOL IN

ACHIEVING ORGANISATIONAL OBJECTIVES

BY

AHMED HAJARAH

FPI/BAM/22/020

SUBMITTED TO THE DEPARTMENT OF

BUSINESS ADMINISTRATION AND MANAGEMENT,

SCHOOL OF BUSINESS AND MANAGEMENT STUDIES,

FEDERAL POLYTECHNIC, ILE-OLUJI.

1
CHAPTER ONE

1.0 INTRODUCTION

1.1 BACKGROUND OF STUDY

Sales promotion, a key ingredient in marketing campaigns; the need to promote a product,

service or an idea cannot be over emphasized. Saharuddin et al. (2022) described sales

promotion consists of the related promotional activities that are necessary to supplement

personal selling. Some of these include distribution of sample products to customers,

exhibitions, or demonstration of products at stores or trade fairs or shows and preparation of

printed materials used by sales people or for point-of sale displays.

A combination of the above variables defines a firm’s promotional programme that hopes to

influence consumers to patronize and become loyal to the organizations offering (Abuselidz

et al., 2023). Hence, promotion in marketing represents those tools that companies used to

persuade their prospective consumers to buy their product or service.

Organization effectiveness is a totality of organization goodness, a sum of such elements as

production, cost performance, turnover, quality of output, profitability, efficiency and the like

(Pitinova & Khyzhnyak, 2017). It is the ability of an organization to achieve its objectives

and meet the needs of its various stakeholders (Mazur et al., 2022). Sales promotion can

promote organization effectiveness through increase in profitability from higher sales. The

essence of setting up a business organization is to make profit. Without profit, a business is

bound to fail.

Sheremetynska and Nevmerzhytska (2016) said that sales promotion plays a significant effect

on decisions which help in achieving the organizational objectives. It has been established in

literature that only consumers with repeat purchases are profitable. It is not every repeat

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purchase that is connected to consumer’s commitment of a brand. However, consumer’s

commitment is important for a repeat purchase. Therefore, business operators need to develop

marketing program that will not only reinforce customer’s commitment but also encourage

repeat purchases.

A part of the functions of sales promotion is not only to reinforce commitment of consumers

but to encourage repeat purchase. Sales promotion has effects on various aspects of

consumer’s purchase decisions such as brand choice, purchase time, quantity, and brand

switching (Blackwell, et al., 2001). Thus, sales promotion becomes an integral part of the

marketing strategy for reaching the target market and it is the responsibility of marketing

managers to combine elements of promotional strategies, which is promotional mix into

coordinated plans.

Sales promotion efforts are directed at final consumers and designed to motivate, persuade,

and remind them of the goods and receives that are offered. Sales promotion which is a major

force in marketing is widely adopted by banking industry. The importance of the excessive

promotion in a competitive market environment has generated a lot of interest in marketers

and firms to develop numerous and comprehensive promotional approaches (Anderson,

1982).

1.2 STATEMENT OF THE PROBLEM

Sales promotion is an important component of an organizations overall marketing strategy

along with advertising, public relations, and personal selling. Most of the challenges faced by

organisation when it comes to sales promotion could be that they lose so much money in the

promo without gaining or achieving the reason for the sales promotion hence the company

running into deficit. It could also be that the organisation might be working with some sales

personnel that cannot carry out the duty of a sales promoter thereby making the marketing

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strategy in the organisation to be deficient. Finally, several researches has been carried out on

the effect of sale promotion in an organisation but not even a single research has been carried

out on sales promotion as an effective tool in achieiving organisation objectives a case study

of Gozak Medicine Store and Supermarket Ltd., Ile-Oluji and Ondo branch.

1.3 AIMS AND OBJECTIVES OF STUDY

The main aim of the study is to examine sales promotiomn as an effective tool in achieving

organisational objectives taking Gozak Medicine Store and Supermarket Ltd., Ile-Oluji and

Ondo branch as a case study. Other specific objectives of the study include;

i. to determine the factors affecting sales promotion achieving organisational objectives

ii. to determine the influence of sales promotion as effective tool achieving

organisational objectives.

iii. to determine the extent to which sales promotion act as effective tools in achieving

organisational objectives.

1.4 RESEARCH QUESTIONS

1. What are the factors affecting sales promotion in achieving organisational objectives?

2. What is the influence of sales promotion as effective tool achieving organisational

objectives?

3. To which extent is sales promotion act as effective tools in achieving organisational

objectives?

1.5 RESEARCH HYPOTHESIS

H0: Sales promotion as a effective tool has no significant effect in achieving organisation

objectives.

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H1: Sales promotion as no effective tool has no significant effect in achieving organisation

objectives.

1.6 SIGNIFICANCE OF STUDY

The study on sales promotion as an effective tool in achieiving organisation objectives will be

of immense benefit to the entire medicine stores and supermarkets also other small and

medium scale establishment in the sense that it will educate them on how to set up a more

and effective sales promotion department with experienced staff with the view to developing

more promotional strategy in line with the company’s objectives.

The study will also enable them at all time to have a planned and systematic sales promotion

programme in place as this would help to make such promotional implementation effective.

Finally, the study will contribute to the body of existing literature and knowledge to this field

of study and basis for further research.

1.7 SCOPE OF STUDY

The study on sales promotion as an effective tool in achieiving organisation objectives is

limited to Gozak Medicine Store and Supermarket Ltd., Ile-Oluji and Ondo branch.

1.8 LIMITATION OF STUDY

Financial constraint: Insufficient fund tends to impede the efficiency of the researcher in

sourcing for the relevant materials, literature or information and in the process of data

collection (internet, questionnaire and interview).

Time constraint: The researcher will simultaneously engage in this study with other

academic work. This consequently will cut down on the time devoted for the research work.

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1.9 DEFINITION OF TERMS

1. Sales Promotion: this is a temporary offer of alternative prices and inducement incentive

to customers these incentives include offering free sample trade stamps, trade fairs, bonaza’s

prices deals etc.

2. Advertisment: This is commonly defined as any paid form of non-personal presentation

and promotion of ideals, goods, or services by an identified sponsor Anyanwu (2000) draw

from the three perspective of advertisement (society consumer and business perspectives) and

give a more embracing definition. He defined advertisement as “Primary tools in the

marketing decision variable firms used to inform, persuade and educated the customers about

product offering by an identified sponsor with a view to developing performance for the

product and service.

3. Organization Profitability: This is the efficient and effective use of scares resources in

order to make profit.

4. Free Sample: This is the product given to people to know how the material is and what it

can do for them, this is to attract customer to patronize the product and service rendered.

5. Promotion: This is the third element of the marketing mix. It consists of all the activity

used by an organization to bring it service to the favorable attention of customers or

consumers.

6. Marketing: This is the performance of business activities that direct the flow of goods and

services from the company which is the producer to the consumers or users

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CHAPTER TWO

2.0 LITERATURE REVIEW

2.1 OVERVIEW OF SALES PROMOTION

According to Kotler (2003), Sales Promotion is a key ingredient in marketing campaigns and

consists of a diverse collection of incentive tools, mostly short term designed to stimulate

quicker or greater purchase of particular products or services by consumers. Sales promotions

programmes are those activities other than stimulate consumer purchase. Whiles Haugh

(1983) defined sales promotion as “a direct inducement that offers an extra value or incentive

for the product to the sales force, distributors, or the final consumer with the primary

objective of creating an immediate sale”.

Achumba (2002) considered sales promotion as those marketing activities, other than

personal selling, advertising and publicity that stimulate consumer purchasing and dealer

effectiveness, such as displays, shows and expositions, demonstration etc. Sales promotion

has been defined as a direct inducement that offers an extra value or incentive for the product

to the sales force, distributors or the ultimate consumer with the primary objective of creating

an immediate sale. Sales promotion is one of the ways used by firms to communicate with

intended target market. Sales promotion is unique in that it offers an extra incentive for action

(Palmer, 2004). Sales promotion refers to those promotion activities other than advertising,

publicity and personal selling that stimulate interest, trial or purchase by final customers or

others in the channel. Andhini and Andanawarih, (2023) stated that sales promotion consists

of a wide variety of short-term tactical promotional tools aimed at generating a desired

response from customers. Sales promotion has been defined as a “direct inducement that

offers an extra value or incentive for the product to the sales force, distributors or the ultimate

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consumer with the primary objective of creating an immediate sale” (Schultz and Robinson,

1982).

The term” sales promotion” has been used to represent at least three different concepts:

(1) the entire marketing mix

(2) marketing communications

(3) A catch-all for all communication instruments that do not fit in the advertising, personal

selling or public relation subcategories(Kim & Chao, 2019).

Achaand et al. (2023) provide a revised definition for sales promotions when they defined it

as a range of marketing techniques designed within a strategic marketing framework to add

extra value to a product or service over and above the “normal” offering in order to achieve

specific sales and marketing objectives. This extra value may be a short-term tactical nature

or it may be part of a longer-term franchise-building program.’

2.2 RELEVANCE OF SALES PROMOTION

According to Kotler (2002) Promotion is now more accepted by top management as an

effective sales tool; more product managers are qualified to use sales promotion tools; and

product managers are under greater pressure to increase current sales. In addition, the number

of brands has increased; competitors use promotions frequently; many brands are seen as

similar; consumers are more price-oriented; the trade has demanded more deals from

manufacturers; and advertising efficiency has declined because of rising costs, media clutter,

and legal restraints.

Syeda and Sadia (2011) argued that Sales promotion has become a valuable tool for

marketers and importance of it has been increasing rapidly over the past few years. They

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further advocated that many researchers have proven the short term impact of sales

promotion has an increase in sales for the respective period. The long term impact of sales

promotion as well, i.e. the increase in the brand loyalty of the customer which will ultimately

increase the customer lifetime value of the company and thus the company’s profitability.

Gedenk et al. (2006) argued that “promotion is more than a short-term sales tool”.

Promotions have long-term effects on purchase event feedback and consequently on future

purchasing as well. Purchase event feedback is the “effect of current purchases on future

brand preference” and it “is concerned with what consumers learn from the consumption

experience”.

Lou and Yuan (2019) stated that Sales promotion provide utilitarian benefits such as

monetary savings, increased quality (higher quality products become attainable), and

convenience, as well as hedonistic benefits such as entertainment, exploration, and self-

expression. Sales promotions are comparatively easy to apply, and are likely to have abrupt

and considerable effect on the volume of sales.

Resultantly, according to Alexandrescu et al. (2018) the finances of companies regarding the

marketing increase constantly. Research conducted by Anyadighibe et al. (2021) had revealed

that consumer promotions affect the consumers to purchase larger amount and consume it

faster; causing an increase in sales and ultimately profitability. Jadhav et al. (2022)

mentioned that to retain consumers in the face of keen competition, service providers must

develop marketing strategies that will not only win customer but help to retain them. Sales

promotion plays an important role in retaining old consumers and attracting new ones. Parts

of the essence of a business existence are to produce goods and services that will be required

by customers and to make profit from such activity. Enough sales must be generated for

profit to be made. Sales estimate is the foundation in budgeting or profit planning process

(Wahyuniet al, 2023).

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Sales promotional tools such as coupons, discount, and free samples used strategically in

various industries not only increase brand awareness, but also encourage consumers to try

new products. For example, a manufacturer might utilize coupon incentives to encourage

consumers to try a new product, enabling the trial at a discounted price, instead of buying the

same flavour they normally do at full price. Therefore, this incentive may reduce consumers’

perceived risk associated with trying a new, less-familiar product for the first time (Ibáñez-

Sánchez et al. 2022).

Blackwell and colleagues argued that new products are more apt to succeed when consumers

can experiment with or try the idea on a limited basis, with limited financial risk. Therefore,

sales promotion such as sampling, couponing, and trial-sized products are useful to induce

the trial of products.

Kim and Chao (2019) clearly identified that every organisation has specific group of

customers it is serving, each of them has different needs and expectations. The very need of

each of the target determines the nature of incentives or tactics to be used. The practice of

telecommunication firms as far as sales promotion is concern seem universal and not on

specific target groups within the segment. Tertiary students as an economic segment need to

be targeted by players in the industry with specific incentives taking into accounts their level

of economic dependence but that seem not to be the case.

Still on the importance and effectiveness of sales promotion, Palmer (2005) stipulates that

although it can be used to create awareness, sales promotion is usually used for the later

stages of the buying process, that is, to create interest , desire and –in particular- to bring

about action. He added that sales promotion can successfully complement other tools within

the promotion mix, for instance by reinforcing a particular image or identity developed

through advertising.

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According to Jobber (2004) sales promotion boosts sales during the promotion period

because of the incentive effect. This is followed by a small fall in sales to below normal level

because some consumers have stocked up on the product during the promotion. He stipulated

that the long-term sales effect of the promotion could be positive, neutral or negative. If the

promotion has attracted new buyers, who find that they like the brand, repeat purchases from

them may give rise to positive long-term effects. Alternatively, if the promotion (e.g money

off) has devalued the brand in the eyes of consumers, the effect may be negative. Where the

promotion has caused consumers to buy the brand only because of its incentive value, with no

effect on underlying preferences, the long-term effect may be neutral. Also, he said certain

promotions by their nature encourage repeat purchase of a brand over a period of time.

2.3 OBJECTIVES OF SALES PROMOTION

The most important objective of sales promotion is to bring about a change in the demand

prototype of products and services. Essentially, sales promotion has three precise objectives.

First, it is meant to give significant marketing information to the prospective buyers. The

second objective is to induce and influence the potential buyers through convincing

measures. Thirdly, sales promotion is meant to operate as an influential tool of competition.

The specific objectives of sales promotion according to Jain, (2014) are:

i. Add to the stock of the dealers: Dealers like wholesalers and retailers usually deal with

a multiplicity of goods. Their selling activity becomes easier when the manufacturer

supplements their efforts by sales promotion measures. When a product or service is well

supported by sales promotion, dealers are automatically induced to have more of such

items.

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ii. Attract new customers: Sales promotion measures also play an important role in

attracting new customers for an organization. Typically, new customers are those persons

that are won away from other firms. Samples, gifts, prizes, etc. are used to encourage

consumers to try a new brand or shift their patronage to new dealers.

iii. Helps the firm to remain competitive: Most of the companies undertake sales

promotion activities in order to remain in the competitive market. Therefore, in the

modern competitive world no firm can escape the responsibility of undertaking sales

promotion activities.

iv. Increase sales in off-seasons: Many products like air-coolers, fans, refrigerators,

airconditioners, cold drinks, room heaters, etc. have seasonal demand. Manufacturers and

dealers dealing with such type of goods make every effort to maintain a stable demand

throughout the year. In other words, firms try to encourage the purchase of such goods in

off-seasons also. That is the main reason behind discounts and offseason price reductions

of such items in the market during slack seasons.

v. Induce existing customers to buy more: Sales promotion devices are most often used

to induce the existing customers of a firm to buy more. Product development, offering

three products at the cost of two, discount coupons, are some of the sales promotion

devices used by firms to motivate the existing buyers to buy more of a specific product.

vi. Introduce new products or services: Sales promotion is often used to motivate

prospective consumers to try new products and services. Dealers are also induced to

introduce new products and services in the market. More often than not, free samples are

provided through dealers during such introduction. Likewise, discounts in cash or goods

may also be offered to dealers to stock new products or deal with new services. Free

samples, trade discounts, cash discounts are basically sales promotion measures.

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2.4 SALES PROMOTIONAL TOOLS

Saharuddin et al. (2022) identified the main popular sales promotion tools to include the

following as shown below:

i. Direct price-off / discount: A price discount is a temporary reduction of the listed price

of the product.

ii. Coupon (including printed coupon, e-coupon, and m-coupon): Printed coupon, which

are available in magazines and newspapers or at the point-of-purchase, or

electronic/mobile coupon, which may be downloaded from the internet or email, or via

‘push’ or ‘pull’ SMS, entitle the customer to a reduction of price on certain products.

iii. Bonus pack / discount for a package: Provide additional quantity of product at the

regular price in an enhanced package or offer a separate package of product at a

discounted price.

iv. Buy-one-get-one-free offer: One more item is offered for free if the customer buys one

item of a product at regular price. “Buy-two-get-one-free” and “buy-three-get-one free”

are similar tools under the same deployment rationale.

v. Free premium / gift / advertising specialties: Gift / item offered free in return for the

purchase of one or more products.

vi. Joint / tie-in promotion: Another product is offered for free or at a discount upon

purchasing of a particular product.

vii. Stamp redemption: Stamp accumulations from repeat purchasing for discount,

collectible premium or gift.

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viii. Contest, game and sweepstake: Games, activities, competitions and lucky draws are

offered upon purchase of a certain product or arriving at a certain amount of values.

ix. Membership program: Discount or free product rewards are offered upon joining the

membership program; members are later on entitled to certain privileges (such as

additional discounts or priority services, etc).

x. Patronage rewards from credit card: Points accumulations on credit card for discount,

gift redemption, or cash refunds.

xi. Patronage rewards from Octopus card: Points accumulations on Octopus card for

discount, gift redemption, or cash refunds.

xii. Free sample: Provides consumers a free small portion of a product, usually new to the

market, for trial.

2.5 IMPACT OF SALES PROMOTION ON ORGANIZATIONAL

PERFORMANCE

The effect that sales promotions have on the organizational performance according to

Odunlami and Ogunsiji (2011) are:

i. Building brand loyalty: Sales promotion helps to build brand loyalty by giving the

seller the chance to draw a loyal and profitable set of customers which provides sellers

some protections from competition and greater control in planning their marketing mix.

ii. Encouraging off season buying: Sales promotion has also encouraged off season

buying especially during the festive periods, people tend to buy more of a particular

product because of the added value, compared to normal season.

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iii. Encouraging purchase of large size unit: Sales promotion consists of diverse

collection of incentive tools, mostly short term designed to stimulate quicker or greater

purchase of products or service by consumer e.g. the use of premiums, product

warranties etc. stimulate consumer purchase in larger quantities.

iv. Generating trials among non-users: Trials among non-users of a product are generated

through invitation of potential purchasers to try the product without cost or little cost

with the hope that they will buy the product.

v. Influencing retailers to carry new items and higher level of record: Sales promotion

persuades retailers to give shelf freedom to original products. Companies provide

retailers with financial motivation to stock novel products.

Categorically, sales promotion has been seen to centre on customer relationship management,

free gifts, free sample, and price discount. If an organization successfully gear sales

promotion techniques, it will not only push large purchase but it will also boost the sales

performance of a company, consistently leading to the realization of the declared objectives.

2.6 TREND OF SALES PROMOTION IN RECENT TIMES

Over the last few years there has been a rapid increase in the use of sales promotion, for a

number of reasons. Internally there has been a greater acceptance of the use of sales

promotion by top management and more people are now qualified to use it. In addition, there

is greater pressure today to obtain a quick sales response, something which sales promotion is

good at achieving.

There has been a general proliferation of brands with increased competitive pressure. As a

result of this and the changing economic environment, consumers are more ‘deal orient’ and

this has led to pressure from intermediaries for better incentives from manufacturers and

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service principals. It has been argued by many that advertising efficiency is declining due to

increasing costs and media cluster.

New technology in targeting has resulted in an increase in the efficiency and effectiveness of

sales promotion (Palmer, 2005), Peattie and Peattie equally explain in Jobber (2004) the

reasons for the increasing growth of sales promotion in recent times as follows:

i. Sales promotions are becoming respectable: through the use of promotions by market

leaders and the increasing professionalism of the sales promotion agencies.

ii. Increased impulse purchasing: the retail response to greater consumer impulse

purchasing is to demand more sales promotions from manufacturers. Competitor

activities: in some markets, sales promotions are used so often that all competitors are

forced to follow suit.

iii. Measurability: measuring the impact of sales promotion is easier than for advertising

since their effect is more direct and, usually short term. The rising cost of advertising and

advertising clutter: these factors erode advertising’s cost effectiveness. Cravens and

Piercy (2006) seem to contradict this as they indicated that sales promotions expenditure

in recent times is increasing more rapidly than adverting in many companies. The

reasons for the increasing importance and usage rate of sales promotion in the

telecommunication services industry do not differ from the view point of Peattie and

Peattie above. Over the past two decades the popularity of sales promotion has been

increasing. Two reasons for this increased popularity are undoubtedly the increased

pressure on management for short-term results and the emergence of new purchase

tracking technology (Peter and Donnelly, 2003).

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2.7 CONCEPTUAL FRAMEWORK

From the literature reviewed, the conceptual framework is presented below. The framework

is established on the relationship among sales promotional strategies and organizational

performance. As argued in the previous discussions, the dimensions of sales promotion

include consumer promotion, trade promotion, and sales force promotion. In this study sales

promotion strategies serve as independent variables, while organizational performance serves

as dependent variable of the study.

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CHAPTER THREE

3.0 RESEARCH METHODOLOGY

This section focuses on the research design, methods of data analysis, population and sample

size determination, instrument for data collection, and methods of data analysis

3.1 RESEARCH DESIGN

The research design is intended to specify the methods and procedure of the study and also

state the nature of the study.

There are three broad classes of design. These are:

iv. Exploratory or historical research design

v. Descriptive research design

vi. Experimental research

In the presentation of this research study, both the exploratory and descriptive research

designs were used. The justification for this, is that both method deals with determination,

evaluation and explanation of past events essentially for the purpose of gaining a better and

clearer understanding of the present and making a more reliable prediction of the future.

3.2 METHODS OF DATA COLLECTION

The data used in this research were mainly from two sources:

vii. The primary source which involves the carrying out of survey study through the

administration of questionnaire to a group of selected respondents, and

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viii. The secondary source includes extracts from text books, literatures, journals and

publications. This source constitutes a large portion of the literature review and all

relevant extractions have been duly acknowledged.

3.3 POPULATION AND SAMPLE SIZE DETERMINATION

Population can be defined as any group of people or objects, which are similar in one or more

ways and which form the subject of studying in a particular survey.

In this study, the population constitutes the number of customers and staff, which include

customers from Ile-Oluji branch and Ondo branch. The population of staff and customers of

the establishment is very large, hence the population size will be less but large enough to

elicit precise decisions. Since for obvious reasons a study cannot accommodate all the

population a sampling technique was adopted. A study of this nature requires adequate

sample size that is representative of the diverse nature of the population under consideration.

Apart from the criterion of adequate representation, there is also the need to avoid taking a

large sample size, so that repetition of respondent’s answers will be guided against.

A total of 100 questionnaires will be administered to both staff and customers of the

establisment in both Ile-Oluji and Ondo. Using the simple random sampling technique 80

questionnaires will be given to customers and 20 questionnaires to staff.

3.4 INSTRUMENTS FOR DATA COLLECTION

The research instrument used in collecting data for this research work includes;

Questionnaire, personal interview and observations and extracts from documents texts and

records.

Questionnaire: One of the most important techniques for collecting data which was

employed by the researcher was the questionnaire method. This is the formal method of

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collecting information for testing and analyzing hypothesis stated in the research work.

Questionnaire is a device for getting responses which are direct views of respondents and it is

suitable for the research study because it enables the researcher to group responses of the

respondents according to various category needed. The close and open-ended questionnaires

were used so that responses can be easily evaluated.

Personal Interview Cum Observation: This is a technique used for collecting information

from the respondents in a face-to-face contact. Direct and prepared questions were asked and

the respondents were allowed to talk freely and this even ensures the flexibility and

objectivity of the research study, while observation enables the researcher to see things for

himself by studying the behavior of people and its most important advantage is that it is

possible to record behavior as it happens.

Documents and Records: This includes extractions made from available documents and

records that were related to the topic under consideration. These records and documents

include text books, journals, and magazines and so on. Bulk of which constitute the literature

review in chapter two.

3.5 METHOD OF DATA ANALYSIS

The responses to these questions raised in the study are to be analyzed using the SPSS soft

ware (Statistical Package for Social Science) linear regression and Pearson correlation

coefficient analysis. The objective of the analysis is to establish the extent of variation

between the observed frequency (level of Relationship to organizational objective) and the

expected frequency (statistical expectation regarding respondent’s perception of the concept

of Relationship marketing). It will therefore aim at testing the independence of perception

held by the respondents.

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