EFFECTIVENESS OF PROMOTIONAL STRATEGY ON SALES VOLUME IN ADAMA BEVERAGES LIMITED YOLA, ADAMAWA STATE
Jamila Nuhu Wakili , Babangidi M. Musa, PhD and Abubakar Bala, PhD
Volume 12 Issue 3
Abstract
This study examined the relationship between effectiveness of promotional strategies on sales volume in Adama beverages limited company Yola, Adamawa state. The independent variable is effectiveness of promotional strategies and was measured by personal selling and advertising, while sales volume is the dependent variable. It adopted a conceptual review and content analysis approach, analyzing relevant literature to determine the impact of these variables on the company’s sales volume. The findings revealed that both personal selling and advertising contribute positively to the company’s sales volume, with advertising exerting a stronger influence. Based on these results, the study recommends that companies, business organizations, and dealers should prioritize on promotional strategies that enhance and sustain personal selling and advertising so as to improve sales volume and boost profitability. Keywords: Ineffectiveness, Promotional Strategies, Personal Selling, Advertising & Sales volume
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