Article,
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 (August 2023)
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.
Tags
- ,
- cards
- couponloyalty
- customer
- organizational
- premium,
- promotion
- retention
- sales
- satisfaction,
- strategies,
- success,
