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1 Conceptual Model of sales promotional strategies and organizational performance (Researcher' design, 2017)
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... Product portfolio scope, cross-functional cooperation of sales units, and customer-supplier relationships are involved in the sales performance of a firm (Panagopoulos, Rapp, & Ogilvie, 2017). Sales promotion has a positive and significant impact on organizational sales performance (Pembi, Fudamu, & Adamu, 2017). Corporate social responsibility, such as donation and sales revenue of a company, is positively correlated with sales (Nyame-Asiamah & Ghulam, 2020). ...
ACI Pharma, the pharmaceutical wing of Advanced Chemical Industries (ACI) Limited, has faced a sales falling issue despite the remarkable promotional costs. The investigation has been done to find the association between the sales-affecting variables and sales. The required data have been collected from ACI Pharma. The proposed study uses sales and five influential variables, such as promotional cost, product knowledge, target customer coverage, random customer coverage, and call consistency, to investigate the expected association. Variables have considered the average performance of 634 salespeople from July to September 2023. Salesmen in the 80-100 cluster show more productivity and obedience than others. Product knowledge and promotional cost exhibit positive correlations with sales, but customer coverage numbers, either target or random, present a negative correlation with sales. The study only shows the direction of the relation between two variables rather than the mathematical impact of variables on sales. Future studies are required based on regression analysis for statistical inference of sales-affecting variables on sales. ACI Pharma is using the research output and benefiting. Other selling-based organizations suffering from similar problems may be beneficiaries of this study. The most significant value of the study is finding the role of call consistency in the sales performance of the sales reps.
... As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement (Pembi., 2017). ...
The study examined marketing strategies for improving sales performance during and after Covid 19 Pandemic of Honey Well Flour Mills Plc as area of study. The objectives of this study are to determine the relationship between intensive distribution strategy and sales performance and also to examine the relationship between convenience distribution and sales performance. Descriptive research method was adopted and was collected through structured questionnaire. The population of the study was one thousand and three hundred and ninety-two (1,392) staffs from Honeywell flours mills plc and 10% of the population was used as the sample size which was one hundred and thirty-nine (139). Simple random and stratified sampling techniques were used to select respondents. Correlation analysis was used to analyse the data collected. Findings revealed that there is positive relationship between intensive distribution strategy and sales performance during and after COVID 19 of Honeywell Flours Mill Plc in Nigeria. Furthermore, the sales performance variables show significant positive relationship with intensive distribution strategy at correlation value of .389. And also the finding revealed that there is significant positive correlation between the convenience distribution strategy and sales performance. The sales performance variables show significant positive relationship with convenience distribution strategy at correlation value of .499. The study recommended that organisation should focus on intensive distribution strategy and convenience distribution strategy because it will help them to increasing their sales performance as they want it to be. Large scale distribution resorts to more sales which in turn boosts revenue.
... The prevalent low performance may also not be unconnected with firm's inability to inculcate sales promotion in their marketing plan. These assumptions are based on the conviction that sales promotion "includes communication activities between the producer of goods and services, and the end users (consumers) that provide extra value or incentives to ultimate consumers, wholesalers, retailers and other organizational customers" (Stephen, et al., 2017). It is "an initiative undertaken by companies to help promote a product and increase its sales and usage beyond the normal flow of sales". ...
... The Concept of Sales Promotion Sales promotion "includes communication activities between the producer of goods and services, and the end users (consumers) that provide extra value or incentives to ultimate consumers, wholesalers, retailers and other organizational customers" (Stephen, et al., 2017). It is "an initiative undertaken by companies to help promote a product and increase its sales and usage beyond the normal flow of sales". ...
This study investigated sales promotion and brand performance of pharmaceutical companies in South-South, Nigeria. Data for the study was gathered from 54 respondents using structured questionnaire. The hypotheses were tested using Spearman's Rank Order of correlation. The findings revealed a significant association between the variables of the study. Derived from the findings, the study concludes that, there is a significant and positive association between sales promotion and brand performance. Also, a significant and positive association exits between sales promotion and measures of brand performance. Based on that, the study recommends that, pharmaceutical companies should adopt sales promotion to improve brand performance measured through brand awareness, brand preference and brand reputation.
... Sales promotions and ads, in addition to brand image, influence client purchase behaviour, according to Chukwu et al. (2018). According to Pembi et al. (2017) and Pacheco and Rahman (2015), sales promotion strategies, particularly flash sales, help manufacturers and merchants attract more consumers and encourage them to try the product or service supplied, so achieving their goal. Delivering free samples, incentives, price promotions, premiums, and coupons as part of a sales promotion activity has an impact on customer purchasing behavior, claim Amusat and Ajiboye (2013). ...
ARTICLE INFO ABSTRACT Purpose: This purpose of this manuscript is to study the effect of marketing mix on consumer purchasing behaviour in the context of the Malaysian cosmetics sector. Theoretical framework: The conceptual model for this study was developed based on previous research in the field of consumer behaviour and marketing globally. The conceptual model has four variables that affects consumer purchasing behaviour Design/methodology/approach: A survey instrument in the form of a structured questionnaire was designed based on a careful review of pertinent literature. This study collected empirical data from 240 respondents of cosmetic customers. Multiple regression is used to test the significance of the research model. Findings: Promotion and location are significant predictors of consumer behaviour. Promotion and location have a substantial impact on customer purchase behaviour in the local cosmetics business, although goods and price have no significance effect Research, Practical & Social implications:The implication drawn from this study aids marketing managers to focus their resource on the key variables that consumer buying behaviour. Originality/value: This study contributes information to the academia and practitioners on marketing factors that can improve the sales performance and give the organization a competitive advantage in the marketplace. RESUMO Objetivo: O objetivo deste manuscrito é estudar o efeito do mix de marketing no comportamento de compra do consumidor no contexto do setor de cosméticos da Malásia. Referencial teórico: O modelo conceitual para este estudo foi desenvolvido com base em pesquisas anteriores na área de comportamento do consumidor e marketing globalmente. O modelo conceitual possui quatro variáveis que afetam o comportamento de compra do consumidor. Design/metodologia/abordagem: Um instrumento de pesquisa na forma de um questionário estruturado foi projetado com base em uma revisão cuidadosa da literatura pertinente. Este estudo coletou dados empíricos de 240 entrevistados de clientes de cosméticos. A regressão múltipla é usada para testar a significância do modelo de pesquisa. Resultados: Promoção e localização são preditores significativos do comportamento do consumidor. A promoção e a localização têm um impacto substancial no comportamento de compra do cliente no negócio local de cosméticos, embora os produtos e o preço não tenham efeito significativo Implicações de pesquisa, práticas e sociais: A implicação extraída deste estudo ajuda os gerentes de marketing a concentrar seus recursos nas principais variáveis do comportamento de compra do consumidor. Originalidade/valor: Este estudo contribui com informações para a academia e profissionais sobre fatores de marketing que podem melhorar o desempenho de vendas e dar à organização uma vantagem competitiva no mercado. Palavras-chave: Marketing Mix, Comportamento de Compra do Consumidor, Indústria de Cosméticos. INFLUENCIA DE LA MEZCLA DE MARKETING EN EL COMPORTAMIENTO DE COMPRA DEL CONSUMIDOR: UN ESTUDIO DE CASO EN LA INDUSTRIA DE LOS COSMÉTICOS RESUMEN Propósito: El propósito de este manuscrito es estudiar el efecto de la combinación de marketing en el comportamiento de compra del consumidor en el contexto del sector de cosméticos de Malasia. Marco teórico: El modelo conceptual para este estudio se desarrolló con base en investigaciones previas en el campo del comportamiento del consumidor y el marketing a nivel mundial. El modelo conceptual tiene cuatro variables que afectan el comportamiento de compra del consumidor. Diseño/metodología/enfoque: Se diseñó un instrumento de encuesta en forma de cuestionario estructurado basado en una revisión cuidadosa de la literatura pertinente. Este estudio recopiló datos empíricos de 240 encuestados de clientes de cosméticos. La regresión múltiple se utiliza para probar la importancia del modelo de investigación. Hallazgos: La promoción y la ubicación son predictores significativos del comportamiento del consumidor. La promoción y la ubicación tienen un impacto sustancial en el comportamiento de compra del cliente en el negocio local de cosméticos, aunque los bienes y el precio no tienen un efecto significativo. Implicaciones de investigación, prácticas y sociales: la implicación extraída de este estudio ayuda a los directores de marketing a centrar sus recursos en las variables clave del comportamiento de compra del consumidor. Originalidad/valor: este estudio aporta información a la academia y los profesionales sobre los factores de marketing que pueden mejorar el rendimiento de las ventas y dar a la organización una ventaja competitiva en el mercado. Palabras clave: Marketing Mix,
... In today's digital marketing era marked by intense technological revolution and increasing global competition, there is an increasing demand for innovative approach of stimulating sales and patronage for the company's products and services. Pembi et al. (2017) described that the marketing communication mix elements have become important players in the life of any businesses be it small, medium or large. They foster the movement of market offerings (goods, services and ideas) from producers to consumers and assists in building relationships with customers and other stakeholders of the company. ...
... Previous empirical study and extant literatures reviewed (Oyeniyi 2011, Pandey and Singh 2017, Pembi et al. 2017 failed to capture the significance of publicity and sales promotion on firm marketing objectives. Therefore, this study intends to fill the identified gap by examining the influence of publicity and sales promotion on marketing performance in the new digital marketing era using Nigerian Breweries PLC as a case study. ...
Sales promotion and publicity are key promotional marketing tools which have assisted organizations to wax stronger in a global competitive environment. This study investigates the significance of publicity and sales promotion in Nigeria. The research design adopted for this study is survey research design while the sampling technique adopted is simple random sampling technique The Chi-square method is used to test the hypothesis based on the responses from the five-point Likert rating scale of the structured questionnaire. The findings reveal that publicity and sales promotion are veritable tools for achieving organizational marketing goals in a competitive marketing environment. It is recommended that publicity and sales promotion should be well utilized to stimulate customers demand, boost organizational reputation without detriment to product quality and performance. JEL Codes: M31, M37 Keywords: publicity, sales promotion, digital marketing era, promotion mix, marketing tools, marketing performance
... The strategy that the company can communicate products is to use a promotion mix strategy, which consists of four main components, namely advertising (promotion), promotion (promotion), public relations, and individual sales (personal selling). Promotion consists of a collection of short-term incentive tools designed to stimulate faster or greater consumer or trade purchases of a product or service (Achrol, 1996;Pembi et al., 2017;Sakara & Alhassan, 2014). So, it can be interpreted that the main part of sales promotion is to inform, influence, persuade, and remind target customers about the company and its marketing mix. ...
Today, the COVID-19 pandemic has hit the world since March 2020 and has affected the insurance industry insurance companies are facing a sharp decline in the value of stocks, bonds, and property. This study aims to identify customer satisfaction levels during pandemics in using insurance services. This quantitative study uses a survey questionnaire of 97 respondents. The data was analysed using Partial Least Square, which was assisted by the statistical software SmartPLS-3. The result indicated that the promotion significantly and positively affects customer satisfaction. Besides that, this study found that customer trust does not mediate the relationship between promotion and customer satisfaction. In conclusion, this study has successfully identified the promotion effect on customer satisfaction and the role of customer trust in customer satisfaction.
... The study affirms that the firms are not at their optimal levels in both their trade promotion strategies and marketing performance and thus recommended for an optimal level to be achieved. Pembi et al. (2017) researched the impact of sales promotional strategies on the organizational performance of Flour Mills Maiduguri, Borno State Nigeria. Primary and secondary sources of data collection were carried out and questionnaires were administered to twenty (20) staff using random sampling techniques. ...
... Figure 4.8 showed the comparison of FMN and DFM which was quite wide in their range of values from 2008 to 2018. DFM was higher in its margin for 2009for , 2012for -2017for , but extremely lower than FMN in 2008for , 2010for -2011. Despite these differences, the average margin for DFM was found to be higher (X = 12.21%, σ = 8.54%) than FMN (X = 4.64%, σ = 3.01%). ...
p>Understanding how personal selling and sales promotional strategy impact on the market performance after high capital investments is crucial to the contribution of the food and beverage companies to national economic growth; however, there is a dearth of information on this subject matter. The main objective of the study is to examine the effect of personal selling and sales promotion strategy on the market performance of selected manufacturing companies in Lagos State Nigeria. specifically, the study determines the effect of sales promotion on the market performance of manufacturing companies in Lagos Nigeria and determines the effect of personal selling on the market performance of these manufacturing companies in Lagos Nigeria. The econometric technique involving descriptive research, correlation coefficient and multiple regressions was used for the data analysis. A population and sample of 24 product promotional-related managers were drawn through a census sampling technique. Two research instruments – Annual Report/Financial Statement and Questionnaire were used for data collection. The result of the study indicates that there is a significant predictive impact of sales promotional strategy on the market performance and that there is a significant contribution of the promotional tool on the profit margin level of all six companies. The study, therefore, concludes that personal selling and sales promotion strategies have a positive and significant impact on the market performance of selected manufacturing companies in Lagos, Nigeria. Amongst the recommendations is that staff saddled with the implementation of personal selling and sales promotional strategy should devote time and resources to it since it largely influences the profitability of the companies.
JEL : J24; L60; L20
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... According to Michael & Ogwo (2013), trade allowance encompasses price reductions given to distributors, such as wholesalers and retailers by manufacturers to encourage them to stock and sell more quantities of their products. Dealers' contest is a short-term incentive programme designed by manufacturers to motivate distributors to accomplish specific sales objectives such as increasing sales volume, increasing market coverage, getting rid of old stock and new product introduction (Pembi et al., 2017). Rebate, on the other hand, is an amount of money paid, by way of reduction, return, or refund on what has already been paid by customers to purchase a given product. ...
... Therefore, the study concluded that the sales performance of lubricant oil retailers in Sri Lanka could substantially be improved through trade sales promotion. Pembi et al. (2017), also assessed the influence of sales promotion on the sales performance of Flour Mills Company in Nigeria. The study obtained primary data from 20 staff of Flour Mills of Nigeria Plc using a structured questionnaire. ...
... H2: Dealer contest has a significant effect on distributors' performance Dealers' contest is a short-term incentive programme designed by manufacturers to motivate distributors to accomplish specific sales objectives such as increasing sales volume, increasing market coverage, getting rid of old stock and new product introduction (Pembi et al., 2017). By organizing incentivized dealers' contests among distributors with clear sales targets and rewards, manufacturing companies are able to stimulate and encourage distributors to avail every opportunity and marketing strategy to achieve sales targets, thereby boosting the sales volume of manufacturers' products and the revenue accruable to manufacturers (Familmaleki et al., 2015). ...
This study examined trade sales promotion and distributors' performance of fast-moving consumer goods (FMCGs). It was carried out to establish the effects of trade allowance, dealers' contest and rebate on distributors' performance with special reference to fast-moving consumer goods. The study adopted survey research design. The sampling technique adopted was judgmental sampling. Primary data were obtained from 218 retailers and wholesalers of fast-moving consumer goods using a 5-point Likert scale questionnaire. The hypotheses developed for the study were tested using simple linear regression. Consequently, it was found that rebate had the highest significant positive effect on distributors' performance, while trade allowance and dealers' contest had the second and third-highest significant positive effects on distributors' performance of FMCGs respectively. Therefore, the study concluded that trade sales promotion strategy has a significant positive influence on distributors' performance in the context of fast-moving consumer goods (FMCGs). The study also made practical and theoretical implications for further research.
... Sales promotion has a positive and significant effect on customer loyalty. These results are in line with research results from (Xie, 2020), (Oyeniyi, 2011), (Katole, 2020, (Saeed et al., 2020), (Pratama & Pradekso, 2020) (Sari et al., 2018), (Zalova & Karaduman, 2018), (Onikola & Adedokun, 2018), (Mendez, 2018), (Pembi et al., 2017), (Olotewo, 2017), (Rotinsulu et al., 2015), shows that sales promotion has a positive and significant effect on customer loyalty. ...
This study was conducted to determine the effect of price and promotion on the loyalty of domestic and export coal customers during the COVID 19 pandemic at PT Bukit Asam, Tbk. The population in this study were all domestic and export coal consumers who made purchases during the COVID-19 pandemic at PT. Bukit Asam, Tbk in 2020 as many as 58 companies. Determining the sample in this study uses a purposive sampling technique. With consideration to save time and effort and get more accurate results, the number of samples used in this study was 100 respondents distributed through distributing questionnaires. The multiple linear regression analysis results show that price has a positive and significant effect on customer loyalty for domestic and export coal during the COVID-19 pandemic at PT Bukit Asam, Tbk. Sales promotion positively and significantly affected customer loyalty for domestic and export coal during the COVID 19 pandemic at PT Bukit Asam, Tbk. The price variable is expected to make adjustments in determining the price of coal by surveying competitors who sell coal. In the sales promotion variable, it is expected that the company can improve in doing more attractive advertising.
... In today's digital marketing era marked by intense technological revolution and increasing global competition, there is an increasing demand for innovative approach of stimulating sales and patronage for the company's products and services. Pembi et al. (2017) described that the marketing communication mix elements have become important players in the life of any businesses be it small, medium or large. They foster the movement of market offerings (goods, services and ideas) from producers to consumers and assists in building relationships with customers and other stakeholders of the company. ...
... Previous empirical study and extant literatures reviewed (Oyeniyi 2011, Pandey and Singh 2017, Pembi et al. 2017 failed to capture the significance of publicity and sales promotion on firm marketing objectives. Therefore, this study intends to fill the identified gap by examining the influence of publicity and sales promotion on marketing performance in the new digital marketing era using Nigerian Breweries PLC as a case study. ...
The current issue is the first of the eighth volume of the Athens Journal of Business & Economics (AJBE), published by the Business & Law Division and the Economics Unit of ATINER. It includes 5 articles.
