ABSTRACT
The study set out to
explore the effect of promotional mix on marketing performance of manufacturing
firms in Nigeria (a case of PZ Cussons Plc). The problem stems from the
consistent inability to allocate enough resources to the sales force to carry
out their duties effectively and efficiently, which over time results to poor
sales volume andprofit after tax. The major objective is to analyze the effect
of promotional mix on the marketing performance of manufacturing firms in
Nigeria. Specifically, the objectives were to determine the relationship that
exists between the public relations and profitability of the PZ Cussons Plc,
examine the effect of advertising on sales growth and to ascertain the effect
of sales promotion on sales volume. Secondary data was used forthe study which
constituted annual reports of various issues and the data were simple
regression and Pearson correlation statistical analysis. The result of the
findings showed that on the relationship existing between public relations and
sales volume, there is a very weak relationship between the two variables,
advertising and sales growth were found to have sign/icant relationship and It
was ascertained that there is significant relationship between sales promotion
and sales volume. From the correlation coefficient and R2 value of 0.536
indicated that 53.6 of the total variation in the dependent variable was
accounted for by the independent variable (Sales Promotion). The study
concludes that all round development of the industrial sector is possible with
the integration of sound promotional strategies and exploitation of
knowledgeable human resources and as well as adopting the right promo tools
that suits the target market. The study reconnnends that sales growth is one of
the key preconditions to survive in the market, thus firms should use educative
and persuasive promotional strategies that will always attract customer
patronage, the company needs to have a sound knowledge of the target market as
this will help them to know the promo mix to apply at any point in time in the
cause of their operations, the promotional functions should be entrusted into
the hands of experienced professionals and expects who can gainfully utilize
the limitedfund budgetedfor promotions, etc. Suggestions of areas for fun' her
studies were given.
DURU, S (2021). Effect Of Promotional Strategies On The Performance Of Manufacturing Firms In Nigeria (A Study Of Pz Cussons Plc, Lagos). Repository.mouau.edu.ng: Retrieved Dec 23, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-promotional-strategies-on-the-performance-of-manufacturing-firms-in-nigeria-a-study-of-pz-cussons-plc-lagos-7-2
SYLVIA, DURU. "Effect Of Promotional Strategies On The Performance Of Manufacturing Firms In Nigeria (A Study Of Pz Cussons Plc, Lagos)" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 29 Nov. 2021, https://repository.mouau.edu.ng/work/view/effect-of-promotional-strategies-on-the-performance-of-manufacturing-firms-in-nigeria-a-study-of-pz-cussons-plc-lagos-7-2. Accessed 23 Dec. 2024.
SYLVIA, DURU. "Effect Of Promotional Strategies On The Performance Of Manufacturing Firms In Nigeria (A Study Of Pz Cussons Plc, Lagos)". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 29 Nov. 2021. Web. 23 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-promotional-strategies-on-the-performance-of-manufacturing-firms-in-nigeria-a-study-of-pz-cussons-plc-lagos-7-2 >.
SYLVIA, DURU. "Effect Of Promotional Strategies On The Performance Of Manufacturing Firms In Nigeria (A Study Of Pz Cussons Plc, Lagos)" Repository.mouau.edu.ng (2021). Accessed 23 Dec. 2024. https://repository.mouau.edu.ng/work/view/effect-of-promotional-strategies-on-the-performance-of-manufacturing-firms-in-nigeria-a-study-of-pz-cussons-plc-lagos-7-2