Sales Promotion as a Strategy for Organizational Success of Fast-Food Firms in Rivers State
Keywords:
Sales Promotion Strategies, Organizational Success, Premium, Coupon, Loyalty Cards, Customer Satisfaction, Customer Retention
Abstract
The purpose of this study is to examine the relationship between Sales Promotion Strategies and Organizational Success of Fast-Food Firms in Rivers State. This study adopted the descriptive survey research design with a causal type of investigation. The fifty-nine registered fast-food firms in Rivers State as enlisted in (Rivers State Yellow Pages, 2013 - 2014) constituted the population. The study adopted 59 fast food firms as its sample. However, 2 top management staff (Operations Manager and Marketing Manager) of each of the 59 registered fast-food firms were sampled bringing the sample element to 118 respondents. Of the 118 copies of questionnaire administered, 86 copies were retrieved and used for the analysis. The Spearman Rank Order Correlation was used for the analysis and aided with the use of Statistical Package for Social Sciences version 23.0. The study found a significant relationship between the dimensions of Sales Promotion Strategies and the measures of Organizational Success. The study therefore concludes that Sales Promotion is a Strategy for Organizational Success. The study recommends that management of fast-food firms in Rivers State should ensure the use of premium, coupon and loyalty card as strategies in order to stimulate organizational success.
References
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12. Hamilton-Ibama, E. L. (2020). Reliability and business performance in the banking industry in Nigeria. Journal of Business Administration and Management Sciences Research, 8(1), 026-033.
13. Hamilton-Ibama E. L. (2020). Interfunctional coordination and organisational effectiveness in deposit money banks in Port Harcourt. Contemporary Marketing Research Journal (CMRJ), 7(3), 1-10.
14. Hamilton-Ibama, E. L. (2019). Competitor focus and organisational effectiveness of money deposit banks in Port Harcourt. International Journal of Social Sciences and Management Research, 5(2), 80-89.
15. Heleneze A. M., Natasha, K. & Ayesha, K. (2014). Perceived effectiveness of sales promotion techniques amongst South African generation. American Journal of Management. 5(3). 210-222.
16. Kotler, P. (2003). Marketing for hospitality and tourism. Pearson Education.
17. Kotler, P. & Keller, K. L (2011). Marketing management. Prentice Hill.
18. Ogino, S. (2021). The 10 most important pros and cons of loyalty programs. Scribbr: https://www.annexcloud.com/blog/10-pros-and-cons-of-loyalty-programs.
19. Ogonu, C. G. & Hamilton-Ibama, E. L. (2023). Driving customer loyalty through premiums: The experience of bottling companies in Rivers State. Nigerian Journal of Management Sciences, 24(1a), 67-74.
20. Omar, N. A. & Nazri, M. A. (2011). Understanding the relationships of program satisfaction, program loyalty and store loyalty among cardholders of loyalty programs. Asian Academy of Management Journal, 16(1).
21. Owuso, S. & Hamilton-Ibama, E. L. (2022). Celebrity advertising strategies and customer patronage of selected detergent firms in Port Harcourt, Rivers State, Nigeria. West African Journal of Business and Management Science, 11(1), 105-123.
22. Oyedapo, W. O., Akinlabi, B. H. & Sufian, J. B. (2012). The impact of sales promotion on organization effectiveness in Nigerian manufacturing industry. Universal Journal of Marketing and Business Research, 1(4), 123-131.
23. Robinson, W. A., & Carmack, L. L. (2007). Best sales promotions. 6th vol.
24. Simeon, B. & Hamilton-Ibama, E. L. (2022). Service quality and customer patronage of public health institutions in Yenagoa Bayelsa State. African Journal of Organizational Perspectives and Economy, 6(1), 145-158.
25. Simeon, B. & Hamilton-Ibama, E. L. (2022). Relationship marketing and customer satisfaction of deposit money banks in Port Harcourt, Rivers State. RIK International Journal of Business and Management (RIK-IJBM), 6(1), 58-77.
2. Adetayo, J. O. (2016). Marketing - Concepts and applications. Akin Printing Press.
3. American Management Association. (2010). AMA 2010 critical skills survey. Scribbr.
4. Belch, G. E. & Belch, M. A. (2012). Introduction to advertising and promotion: An integrated marketing communication perspective. Burr Ridge.
5. Blattberg, R. C., & Neslin, S. A. (2016). Sales promotion. Englewood Cliffs.
6. Cant, M. C. & Meyer, A. (2012). Loyalty cards: Strategic marketing tool or wasted marketing effort? Corporate Ownership & Control, 10(1-1), 187-193.
7. Chaharsoughi, S. A. & Yasory, T. H. (2012). Effect of sales promotion as a tool on customer attention to purchase, A case study of automaker company. African Journal of Business Management, 6(5), 213-220.
8. Fhrizz S. D., Catherine, T. V., & Julius, B. R. (2021). Loyalty card: Understanding its influence on retail business and consumers. Interdisciplinary Journal of Applied and Basic Subjects, 1(7), 11-19.
9. Hamilton-Ibama, E. L. & Ogonu, C. G. (2023). Sales force competence management and customer satisfaction of telecommunication firms in Port Harcourt. American Journal of Economics and Business Management, 6(5), 97-111.
10. Hamilton-Ibama, E. L. & Ihunwo, E. (2022). Service quality and customer retention in deposit money banks in Port Harcourt, Rivers State, Nigeria. American Journal of Economics and Business Management, 5(2), 27-41.
11. Hamilton-Ibama, E. L. & Ogonu, G. C. (2021). Customer integration and organizational success of multinational firms in Rivers State. IIARD International Journal of Economics and Business Management, 7(3), 42-55.
12. Hamilton-Ibama, E. L. (2020). Reliability and business performance in the banking industry in Nigeria. Journal of Business Administration and Management Sciences Research, 8(1), 026-033.
13. Hamilton-Ibama E. L. (2020). Interfunctional coordination and organisational effectiveness in deposit money banks in Port Harcourt. Contemporary Marketing Research Journal (CMRJ), 7(3), 1-10.
14. Hamilton-Ibama, E. L. (2019). Competitor focus and organisational effectiveness of money deposit banks in Port Harcourt. International Journal of Social Sciences and Management Research, 5(2), 80-89.
15. Heleneze A. M., Natasha, K. & Ayesha, K. (2014). Perceived effectiveness of sales promotion techniques amongst South African generation. American Journal of Management. 5(3). 210-222.
16. Kotler, P. (2003). Marketing for hospitality and tourism. Pearson Education.
17. Kotler, P. & Keller, K. L (2011). Marketing management. Prentice Hill.
18. Ogino, S. (2021). The 10 most important pros and cons of loyalty programs. Scribbr: https://www.annexcloud.com/blog/10-pros-and-cons-of-loyalty-programs.
19. Ogonu, C. G. & Hamilton-Ibama, E. L. (2023). Driving customer loyalty through premiums: The experience of bottling companies in Rivers State. Nigerian Journal of Management Sciences, 24(1a), 67-74.
20. Omar, N. A. & Nazri, M. A. (2011). Understanding the relationships of program satisfaction, program loyalty and store loyalty among cardholders of loyalty programs. Asian Academy of Management Journal, 16(1).
21. Owuso, S. & Hamilton-Ibama, E. L. (2022). Celebrity advertising strategies and customer patronage of selected detergent firms in Port Harcourt, Rivers State, Nigeria. West African Journal of Business and Management Science, 11(1), 105-123.
22. Oyedapo, W. O., Akinlabi, B. H. & Sufian, J. B. (2012). The impact of sales promotion on organization effectiveness in Nigerian manufacturing industry. Universal Journal of Marketing and Business Research, 1(4), 123-131.
23. Robinson, W. A., & Carmack, L. L. (2007). Best sales promotions. 6th vol.
24. Simeon, B. & Hamilton-Ibama, E. L. (2022). Service quality and customer patronage of public health institutions in Yenagoa Bayelsa State. African Journal of Organizational Perspectives and Economy, 6(1), 145-158.
25. Simeon, B. & Hamilton-Ibama, E. L. (2022). Relationship marketing and customer satisfaction of deposit money banks in Port Harcourt, Rivers State. RIK International Journal of Business and Management (RIK-IJBM), 6(1), 58-77.
Published
2023-08-28
How to Cite
Hamilton-Ibama, Edith-Onajite Lolia, & Nwikinaka, Lebari Blessing. (2023). Sales Promotion as a Strategy for Organizational Success of Fast-Food Firms in Rivers State. Central Asian Journal of Innovations on Tourism Management and Finance, 4(8), 54-65. https://doi.org/10.51699/cajitmf.v4i8.580
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