ABSTRACT
The
importance of promotional tools on performance of businesses cannot be over
emphasized, reason being that promotion is the vehicle through which
information about existing and new products are made known to existing and
prospective customers. Hotels and fast food operators need to adopt promotional
mix strategies in order to attract and retain customer, thus improving their
performance level. Few studies have been done on the relationship between
promotion and performance on hotels and fast food operations in Nigeria. This
study, thus, sought to look at influence of promotional tools on performance of
hotel and fast food operations in Port Harcourt, Rivers State. The study
adopted a descriptive research design. The target population was marketing
staff of hotels and fast food operating in Port Harcourt, Rivers State. Simple
random sampling technique was adopted with 180 respondents sampled, using Taro
Yemene sampling size determination. The data was subjected into regression
analysis using SPSS 20 version statistical software to analyze mean, standard
deviation, correlation, ANOVA and coefficient. Correlation matrix was done to
test the relationship existing between the variables and performance. The study
established that predictive variables like sales promotion, direct marketing
and public relations are positively correlated and significantly influences
performance of hotels and fast food operations in Port Harcourt than the other
two variables of advertising and personal selling. Thus, recommended that
hotels and fast food operators should concentrate more on variables like sales
promotion, direct marketing and public relation in addition, promotional
budgets should be enhanced to further strengthen the impact of the adopted
tools. Hence, the study concluded that proper and effective utilization of
promotional tools influences performance (profitability) of hotels and fast
food operations in Port Harcourt, Rivers State.
GLADYS, C (2024). Influence of Promotional Tools on the Performance of Hotels and Fast Food Operations in Port Harcourt Rivers State:-Nnadi, Gladys C.. Repository.mouau.edu.ng: Retrieved Nov 10, 2024, from https://repository.mouau.edu.ng/work/view/influence-of-promotional-tools-on-the-performance-of-hotels-and-fast-food-operations-in-port-harcourt-rivers-state-nnadi-gladys-c-7-2
CHIKA, GLADYS. "Influence of Promotional Tools on the Performance of Hotels and Fast Food Operations in Port Harcourt Rivers State:-Nnadi, Gladys C." Repository.mouau.edu.ng. Repository.mouau.edu.ng, 29 Feb. 2024, https://repository.mouau.edu.ng/work/view/influence-of-promotional-tools-on-the-performance-of-hotels-and-fast-food-operations-in-port-harcourt-rivers-state-nnadi-gladys-c-7-2. Accessed 10 Nov. 2024.
CHIKA, GLADYS. "Influence of Promotional Tools on the Performance of Hotels and Fast Food Operations in Port Harcourt Rivers State:-Nnadi, Gladys C.". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 29 Feb. 2024. Web. 10 Nov. 2024. < https://repository.mouau.edu.ng/work/view/influence-of-promotional-tools-on-the-performance-of-hotels-and-fast-food-operations-in-port-harcourt-rivers-state-nnadi-gladys-c-7-2 >.
CHIKA, GLADYS. "Influence of Promotional Tools on the Performance of Hotels and Fast Food Operations in Port Harcourt Rivers State:-Nnadi, Gladys C." Repository.mouau.edu.ng (2024). Accessed 10 Nov. 2024. https://repository.mouau.edu.ng/work/view/influence-of-promotional-tools-on-the-performance-of-hotels-and-fast-food-operations-in-port-harcourt-rivers-state-nnadi-gladys-c-7-2