The Influence of Publicity and Sales Promotion on Marketing Performance in Nigeria

Abstract

Sales promotion and publicity are key promotional marketing tools which have assisted organizations to wax stronger in a global competitive environment. This study investigates the significance of publicity and sales promotion in Nigeria. The research design adopted for this study is survey research design while the sampling technique adopted is simple random sampling technique The Chi-square method is used to test the hypothesis based on the responses from the five-point Likert rating scale of the structured questionnaire. The findings reveal that publicity and sales promotion are veritable tools for achieving organizational marketing goals in a competitive marketing environment. It is recommended that publicity and sales promotion should be well utilized to stimulate customers demand, boost organizational reputation without detriment to product quality and performance. JEL Codes: M31, M37 Keywords: publicity, sales promotion, digital marketing era, promotion mix, marketing tools, marketing performance

The Impact of Promotional Pricing on Marketing Performance in the Nigerian Telecommunication Industry. A Study of MTN Enugu State Nigeria

“…The mean value of 5 on the Likert scale was used. According to [20] the mean value is greater than 3The mean value of promotional pricing in this study is greater than halve; halve is 2.5. The mean value of promotional pricing scale items is over 3 on the Likert scale, which means most of the respondents agree that MTN offers attractive promotional offers to customers.…”

“…In extant literature, the minimum threshold for KMO is 0.5 and above, and in this study, KMO is above 0.5. Kaisen recommends 0.5 as the minimum (barely accepted), values between 0.7 and 0.8 are acceptable, and values above 0.9 are superb [20]. In addition, the Kaiser-Meyer-Olkin Measure of Sampling Adequacy (KMO) is above 0.80 in all, which means this study shows the robustness of its validity with regards to promotional pricing and values.…”

“…The factor metrics and communalities should be 0.5 and above according to [20], which means all the findings in this study are greater than 0.5. The communality range for the construct scale items also validates that the psychometric nomenclature of scale items in Table 2 is robust in this study.…”

“…The results show that sales promotion and publicity are effective instruments for accomplishing organisational marketing objectives in a cutthroat marketing environment. Publicity and sales promotion should be effectively used to increase consumer demand and improve organisational reputation without compromising product quality or performance [20].…”

“…Factor analysis was employed using principal component analysis (PCA) with a Varimax rotation and variables with a factor loading of 0.5 and above were included in the analysis. The threshold on PCA according to [20] is 0.5 Factors with Eigen values greater than 1.00 were used. 2 was used to measure promotional pricing, customer satisfaction, customer brand switching as well as customer loyalty.…”