EFFECT OF PROMOTION ON ORGANIZATIONAL OBJECTIVES IN THE MANUFACTURING SECTOR

Abstract

Promotion is an important component of any organization’s overall marketing strategies. These promotional tools include advertising, public relations, and personal selling. The study examines the impact of promotion on organizational objectives in the brewery subsector of the manufacturing industry in Nigeria. The objectives were to; assess the impact of promotion on organizational objectives, determine the degree at which promotion influence sales, and to assess the influence of promotion on organizational profitability. Primary data which includes questionnaire was used to elicit information from members of staff, descriptive statistics and inferential statistics were used to analyse the data. The results of the findings show the R2 value of 0.617 which reveals that promotion independently accounts for 61.7% of the variation in organizational objectives. Also, the results of the findings show the R2 value of 0.711 which reveals that promotion independently accounts for 71.1% of the variation in sales volume. More so, the findings further reveal that the R2 value of 0.549 which reveals that promotion independently accounts for 54.9% of the variation in profitability. It was concluded that promotion is a critical and vital factor that enhances the actualization of organizational objectives. Hence, promotion attracts attention particularly when consumers are not very familiar with the products. It was strongly recommended that investments should be made towards research and developments as it becomes extremely necessary to consider the cost/benefits analysis of promotions as past researchers emphasised that promotion is based on creating awareness that will aid in the achievement of organizational objectives, taken into consideration the sales volume and profitability level.