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Sales Promotion In Nigeria

902 Words4 Pages

Sales Promotion in Nigeria
Patrick Osas Edogiawere
University of the People,
USA

Introduction:
Sales promotion is made up of the related promotional activities that are important to supplement personal selling according to Obi (2002). It includes the distribution of sample products to customers, and demonstration of products at stores or trade fairs and preparation of printed materials used by sales people. Therefore, sales promotion in marketing act as those tools used by companies for persuades their effective consumers to buy their products.

The three types of sales promotion tools used in Nigeria are: Consumer promotions, Retailer promotions, and Trade promotions.

Consumer promotions: - Consumer promotions are …show more content…

Sales promotion in beverage company such as NESTLE food which is a major force in marketing and it’s widely used by beverage drink industries in Nigeria (NESTLE Food Fact book, 2010; Bamiduro, 2001). There are distinctive characteristics of certain sales promotion tools as outlined by Kotler (2001), Communication - they gain attention and usually provide information that may lead the consumer to the product; Secondly, Incentives - they incorporate some concession, contribution that gives value to the consumer, and thirdly, they engage in the transaction now.

II. Sales promotion in Nigerian banking industry, according to Aliata, Odondo, Aila, Ojera, Abong’o and Odera (2012), promotion is the direct way an organization tries to reach its public. The banking system in Nigeria uses financial incentive, which generally causes impact on monetary gift as an incentive has become very easy to see in banks’ sales promotion. This can be in form of cash reward, salary for life, scholarship, reduction in interest rate and so on. The banking system in Nigeria makes use of those tools that are capable of delivering a desired result. Therefore, banking aim at gaining larger proportion of the market share cause them to create a sector within the bank called “marketing department,” which was established solely to create sales for the company’s products and services. Going by this, marketing helps customers to get the product at …show more content…

The Nigerian Telecommunication firm is a sales promotion tools used to target consumers. Findings show that we have four Nigerian telecommunication firms namely Globacom, MTN, Etisalat and Airtel. There target is to build on the customers Attention, Interest, Desire and Action (AIDA) model. According to Alvarez and Casielles (2005), variations occur in the effects of sales promotion based on the attractiveness of the concerned brand. Study also revealed that educational level; number of operative Subscriber Identity Module (SIM) cards owned by the subscribers, age, and gender even lottery had a significant effect on buying. Further evidence showed that customers were likely to abandon their present telecom provider if they did not carry out sales promotion either as an incentive to buyers or compensation for patronage overtime. The customers were ready to switch to other telecommunication providers that offered better sales promotions. The study therefore recommends the need for innovative, dynamic and well-differentiated sales promotional services by the telecommunication firms if they desire to maintain and increase the market

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