THE ROLE OF SALES PROMOTION TECHNIQUES IN DRIVING SALES
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THE ROLE OF SALES PROMOTION TECHNIQUES IN DRIVING SALES
This study investigates the role of sales promotion techniques in driving sales. Objectives include: (1) evaluating the effectiveness of different promotion techniques, (2) examining the short-term vs. long-term impacts of promotions, and (3) understanding customer perceptions of sales promotions. A survey design is employed to capture a wide range of customer responses. Using Taro Yamane's formula, the sample size is 360, ensuring comprehensive coverage. The study is conducted in the fast-moving consumer goods (FMCG) sector in Ogun, Nigeria. The reliability coefficient score is 0.86, indicating reliable results. Findings demonstrate that sales promotions significantly drive short-term sales increases, with discounts and loyalty programs being the most effective techniques. However, the long-term impact is less pronounced. Recommendations include balancing short-term promotions with strategies that foster long-term customer loyalty.
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