Impact of Sales Promotion Strategies on Product Patronage

(A Case Study of Chuppet Supermarket, Ilorin)

¹ZUBAIRU I.T., ²IDAOMI T.O. AND ³AZUBUIKE A.S.

^{1, 2 & 3}Department of Business Administration and Management

The Federal Polytechnic, Bida, Niger State, Nigeria.

E-mail: ibrahimzubairu@yahoo.com

ABSTRACT

Promotional activities are controlled, integrated program of communication, methods and materials designed to present an organization and its products to facilitate sales and thus contribute to long run profit performance, hence the impact of sales promotion strategies on product patronage can not be overemphasized. This project examined the sales promotion strategies as a force that inevitably associate with other aspect of promotion applicable to the activities of any organization be it commercial, social or public. A lot of literatures by different authors were reviewed by the researcher. Both primary and secondary sources of data were used in gathering information for this research work, as questionnaires were administered on the entire 12 staff of the supermarket but only 9 filled and returned. In carrying out this research work, the researcher found out that the supermarket kept and maintained its customers over the years because of its sales promotion activities coupled with quality products and personalized services which have led to increase in sales and profitability. However, it is recommended that improvement should be made on research and development because of the high importance of the growth of any firm to adequately know how to compete favorably with its competitors and also to know the need and want of customers.