SALES PROMOTION STRATEGIES AND MARKETING PERFORMANCE OF FOOD AND BEVERAGE FIRMS IN RIVERS STATE.

Abstract

Several firms in the food and beverage industry use sales promotion strategies all around the world to outsmart their competitors. However, sales promotion, as excellent as it is in terms of giving numerous incentives designed to encourage quick sales and greater purchases by clients, is limited in time. This paper investigated the effect of sales promotion strategies dimensions such as consumer promotion and trade promotion on market performance of Food and Beverages Companies in Rivers State, Nigeria. The study adopted a cross-sectional survey design. The total population of the study comprised of 29 food and beverage companies in Rivers State, therefore, a census study. Spearman Rank Order Correlation Coefficient was used analyse (testing the hypotheses. The result of the study indicated that there is a positive significant relationship between sales promotion strategies and marketing performance of food and beverage firms in Rivers State). The findings of the study revealed that consumer promotion and trade promotion had a significant effects on Profitability and market shares of Food and Beverages Companies in Rivers State. The study concluded that sales promotion has significant effect on marketing performance of Food and Beverages Companies in Rivers State. The study recommended among other things that; Food and beverage companies should carry out sales promotion campaigns more often in order to influence consumer patronage of the product.