he effect of promotional mix on sales performance in case of fiker spring water bottle Company

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.