EFFECTS OF SALES PROMOTION STRATEGIESON ORGANISATIONAL PERFORMANCE (A Study of Globacom Nigeria Limited, Lagos)

Abstract

The purpose of this study is about the Sales Promotion strategy on organisation performance on Globacom Nigeria Limited. The sales promotion strategy and sales performance in telecommunication has witness a major concern due to unfriendly competition and higher customer expectations. The population of this study was Globacom existing subscribers. The subscriber’s population figures in Lagos were used; the study was carried out with the help of the employees and top management staff of the Globacom in their various zonal offices and branches across Lagos state, Nigeria. For the purpose of obtaining representative samples, in selecting the research respondents, convenient method was applied, this sampling method helps for a population from which sample has been constitute a homogeneous group, therefore the study takes 400 respondents as target respondents, these respondents were the legitimate staff of the organisation. A quantitative method which was cross-sectional study with deductive approach was chosen in this research. The SPSS version 22 for windows was used to process the primary data which was collected through questionnaires administered to Globacom staff; a theoretical framework was used as a guideline to test the relationships between the effects of sales promotion strategies on an organisation’s performance. The study provides research framework, methods, measures, and findings and conclusion. Through analysis the liaison of every construct in the theoretical framework to provide the outcome measures for the hypotheses, thus, the study was reviewed the marketing literature on the experience of sales promotion strategy i.e., sales performance, and sales promotion strategy. Finally, the findings were discussed in relevance of its contribution to the upgrading of telecommunication company services and recommendations for future research work. The findings show that sales promotion strategy has significant impact on the organisation’s performance of the GSM operator in every aspect. All the sales promotion strategies used in the study served as the independent variables were positively and straightforwardly related to dependent variable which the organisation performance especially Globacom Nigeria Limited. The relationship between Sales promotion Strategy and organisation performances are significant on the correlation analysis. Therefore, Globacom Limited must make the sales promotion objective, plan and execution as one of their primary assignment to enhance organisational growth, development; they should invest more on attracting new subscribers and retaining the existing subscribers through effective and sales promotion strategies that customers friendly, free of dishonesty so as to improve on organisation performance.