Impact of Sales Promotion on Organizational Performance

Communication is very important and at the same time challenging in the organization. The communication mix elements have become the important players in the life of any business, whether small, medium or large. The objectives of this study are to examine the impact of sales promotion on organizational performance with reference to Nigeria Bottling Company, Ibadan, Oyo State.

The population of this study was carved out of the staff of the marketing and sales department of the company, cutting across the management, senior and junior levels of the organization. The study made use of primary source of data collection. Questionnaires were administered to one hundred and twenty (120) staff, eighty (80) were returned using random sampling techniques. The data collected were analyzed using descriptive statistics such as percentage analysis in order to analyze the research questions. Product moment correlation (PPMC) were used for testing hypotheses. The result signifies that promotional strategies have positive and significant effects on organizational performance.

It was recommended that the company should at all-time have to plan, organize, direct and control a promotional program in place as this will help them to make sales promotional strategies more efficient. Also, they should take advantage of festival period or events by developing various promotional tools that can influence consumers’ awareness about the product in the market.