| dc.description.abstract | The purpose of the study was to investigate the effect that sales promotion has on organizational
performance at Crown Beverages Limited. The study was guided by the following specific objectives; to
assess the effect of consumer promotion on organisational performance; to determine the effect of retailer
promotion on organisational performance; and to establish the effect of trade promotion on organisational
performance at Crown Beverages Limited. Using a cross sectional survey design, responses were collected
from 104 respondents and the data was analyzed using the Statistical Package for Social Scientists (SPSS).
Frequency tabulations were used to present the results of the sample characteristics, correlation analysis
was used to present the results of the study objectives and regression analysis was used to examine the
predictive power of sales promotions on organizational performance. The study showed distinctive results
for the effect of sales promotions dimensions; consumer promotions, retail promotions and trade
promotions on organizational performance.
From the findings, consumer promotions, retail promotions and trade promotions had positive significant
relationships with organizational performance. The results from regression analysis showed that sales
promotions in regard to consumer promotions, retail promotions and trade promotions were strong
predictors of organizational performance (Adjusted R2= 0.414). In conclusion, the findings established
that sales promotions were a major determinant of organizational performance at the company. The study
recommended that; the management of CBL should develop strategies which support consumer
promotions, retail promotions and trade promotions so as to enhance their organisational performance.
The strategies will help promote the development and implementation of sales promotions which promote
profitability, liquidity, sales growth, sales turnover and operational cost reduction. | en_US |
