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https://doi.org/10.22178/pos.119-2

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Impact of Sales Promotion on Organisational Performance: A Case Study of Unilever Nigeria Plc

[journal article]

Omoruyi, Ugowe Samson
Magbadelo, Tunde Omololu
Adeshola, Quadri Ige
Adewumi, John Oluwademilade
Okpanachi, Abuh
Kachalla, Ishaku Solomon

Abstract

This study examines the impact of sales promotion on organisational performance, using Unilever Nigeria PLC as a case study, to determine how promotional strategies influence company growth, customer awareness, and profitability. The research employed a mixed-methods approach, with primary data coll... view more

This study examines the impact of sales promotion on organisational performance, using Unilever Nigeria PLC as a case study, to determine how promotional strategies influence company growth, customer awareness, and profitability. The research employed a mixed-methods approach, with primary data collected through structured questionnaires administered to 40 randomly selected management and staff members. The data were analysed using chi-square statistical tests at a 0.05 significance level. Results show that 97.5% of respondents confirmed that sales promotion increased company turnover, with 75% reporting sales increases of 41-60% during promotional periods, 80% confirming improved product awareness, 82.5% demonstrating effectiveness in attracting potential customers, and 90% acknowledging enhanced profitability in both short-term and long-term periods. Chi-square analysis (X² = 64.7 and X² = 102.25, both exceeding the critical value of 9.488) confirmed that sales promotion significantly increases product awareness and attracts potential customers. The study concludes that sales promotion has a direct, positive relationship with organisational growth indicators, including market share, profitability, and customer acquisition, establishing it as a crucial strategic tool for achieving competitive advantage in the Nigerian consumer goods sector.... view less

Keywords
growth; market; satisfaction; sales; customer

Classification
Marketing

Free Keywords
Promotion; Strategies; Organisation

Document language
English

Publication Year
2025

Page/Pages
p. 1001-1008

Journal
Path of Science, 11 (2025) 6

ISSN
2413-9009

Status
Published Version; peer reviewed

Licence
Creative Commons - Attribution 4.0


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Home  |  Legal notices  |  Operational concept  |  Privacy policy
© 2007 - 2025 Social Science Open Access Repository (SSOAR).
Based on DSpace, Copyright (c) 2002-2022, DuraSpace. All rights reserved.