Sales Volume

This study examined the impact of promotional strategies on organizational performance in Nigerian Breweries Plc. Kaduna with special attention to advertising, personal selling and sales promotion. The performance variables studied includes profit, sales volume, market share and customer loyalty. The major problem examined is how Nigerian Breweries Plc. gets the right blend of promotional strategies to be used at what time, at what place and to whom to inform and persuade consumers about its products. A sample size of 230 respondents was randomly selected using Krejcie & Morgan formula from the company’s study population of 573. Data was collected using questionnaire, interviews and documentary materials. Likert scale of measurement was used as well as multiple regression analysis and correlation. The results in model 1 revealed that there is a significant positive relationship between advertising and sales promotion on profit, model 2 revealed that there is a significant positive relationship between advertising and personal selling on sales volume, model 3 revealed that there is a significant positive relationship between advertising and personal selling on market share while model 4 revealed that there is a significant positive relationship between advertising, personal selling and sales promotion on customer loyalty. The study concluded that advertising contributed most in all three models, personal selling contributed in two models while sales promotion contributed only in one model. The study recommended that Nigerian Breweries Plc. should use the right blend of promotional strategies of advertising most followed by personal selling and sales promotion in order to increase Nigerian Breweries Plc.’s performance measure through profit, sales volume, market share and customer loyalty.

The study was anchored on personal selling strategy and firm's productivity of microfinance banks (Nirsal microfinance & Uncial microfinance) in Calabar, Cross River State. The researchers investigated the relationships between personal selling strategy and customer relationship and personal selling strategy and firm's sales volume. The methodology followed was cross-sectional survey research design (exploratory research). Data for the study were collected with the use of a questionnaire, which was developed on a five-point Likert scale. Simple random technique was adopted by the researchers. The hypotheses were analysed using simple regression statistic. Findings from the study showed that personal selling strategy had a significant positive relationships with customer relationships. The study also revealed that personal selling strategy had a significant positive relationship with firm's sales volume. Based on the findings, the researchers concluded that personal selling strategy significantly enhances firm's productivity among microfinance banks. The researchers recommended that firms wishing to maintain mutual relationships with customers and enhance sales volume should adopt personal selling strategy for free flow of communication between the buyer and seller.