Abstract
The rapid change in global market and competition elevation, has increasingly made sales promotion strategies contemporary inevitable for market success. The study examines the strategic management of sales promotion techniques on products consumers of selected retail outlets in Calabar Metropolis, Cross River State, Nigeria. The study adopted the survey research design while a two stage sampling design: the stratified random and judgmental sampling were used in the sample selection. The one way ANOVA and multiple regression analysis were adopted for data estimation. The study established that there is significant effect of free sample on products consumers in selected retail outlets in Calabar Metropolis. The study recommended that Retailers should endeavor to engage in sales promotions strategies vigorously as this would promote sales volume in order to obviate expiry date of some products on the shelf. Also, giving free products to consumers and charging a token should be discouraged, as this practice disenchant many consumers and impairs brand loyalty as many consumer are not ready to come back to patronize such product.Keywords: Strategic management, Sales promotion, Consumers, Retail outlets, Cross River State
Highlights
Success in business is no longer a chance factor but on a meticulously articulated planning by strategically crafting a competitive advantage above others in the market place (Effiong & Ekpenyong, 2010)
The firm forms a strategy intent to leverage its resources, capabilities, and core competencies to win competitive battles”. It is against this background that this study examines the strategic management of sales promotion techniques on products consumers in retail outlets in Calabar Metropolis in Cross River State
4.4 DISCUSSION OF RESULTS Free sample and consumers of selected retail outlets. It is revealed in the analysis of data and information gathered in this work that free sample has a significant effect on consumer performance is the one of the highest contributors to the model
Summary
Success in business is no longer a chance factor but on a meticulously articulated planning by strategically crafting a competitive advantage above others in the market place (Effiong & Ekpenyong, 2010). The firm forms a strategy intent to leverage its resources, capabilities, and core competencies to win competitive battles” It is against this background that this study examines the strategic management of sales promotion techniques on products consumers in retail outlets in Calabar Metropolis in Cross River State. Strategic management failure of this nature would cause non-purchased products to over stay on counter of retail outlets which may lead to products expiration and eventually result onto decline stage of product life cycle The effect of this problem is capable of destroying employment opportunities and dwindling income generation in the organization since un-purchased goods may eventually expired, become loss to retail outlet in sales, profit and loss account and balance sheet.
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