Abstract:
The main objective of this study is to examine the effect of promotional mix on sales performance
in case of fiker spring water bottling company. A primary type of data was used. Questionnaires
and interview were data collection methods. The research design adopted was descriptive
research and explanatory. The total sample of the study is 135 respondents. Purposive and
simple random sampling techniques were used in choosing population and issuing
questionnaires respectively. Multiple liner regressions and Correlation were used to analyzed
quantitative data while qualitative data were analyzed using SPSS software Version 25 and
presented in form of tables and figure. Correlation and regression analysis techniques were used
to study the relationship and the effects of promotional mix on sales performance. The findings
revealed positive and moderate relationships were found between promotional mix strategies
with sales performance. The study found that, advertising; personal selling, public relation and
direct marketing have positive and significant effect on level of sales performance and that Fiker
spring water bottling company. This study therefore recommends that the management of Fiker
spring Water bottling Company should ensure relevancy in the content of those so as to improve
the level of performance. FSWC should developing their interests and attention may be executed
through holding specialized training courses to recognize the performance and effectiveness of
the promotional activities, and their role in creating positive images of these company products
in their target markets. Given the findings the researcher recommended that FSWC should work
hard to achieve promotional activities integration in the practice, because such integration will
lead to increased demand for their products, which will contribute to an increase in their
profitability, their market share, Sales volume, eventually, their sales performance.
