IMPACT OF PROMOTIONAL MIX STRATEGIES ON SALES PERFORMANCE OF BAKERIES IN YOLA METROPOLIS, ADAMAWA STATE, NIGERIA

Abstract

This study examines the impact of promotional mix strategies on the sales performance of bakeries in Yola Metropolis, Adamawa State, Nigeria. Specifically, the study determines the impact of advertising, personal selling, sales promotion, and publicity on sales performance. The study adopts a descriptive survey research design. The population comprises 96 managers and cashiers from 48 registered bakeries, and a census sampling technique is employed. A structured 30-item questionnaire is used for data collection, validated by experts and tested for reliability (Cronbach’s Alpha = 0.817). Data are analyzed using mean and standard deviation for research questions and simple linear regression for hypotheses testing at a 0.05 significance level. Findings reveal that all four promotional mix strategies—advertising (Cluster Mean = 3.21), personal selling (Cluster Mean = 3.09), sales promotion (Cluster Mean = 2.84), and publicity (Cluster Mean = 2.77)—have a high and statistically significant impact on sales performance. The study concludes that strategic application of promotional mix elements is essential for enhancing market presence and sales outcomes. Recommendations include increasing the use of local media advertising, training sales staff, introducing periodic sales promotions, and strengthening community-based public relations efforts.