THE IMPACT OF PROMOTIONAL STRATEGIES ON RETAIL INSTITUTION IN PORT-HARCOURT METROPOLIS

Andrew Ngozi Iweka (PhD), Ighotegonour Godfrey Ederewhevbe (PhD)

Abstract


This paper examines the influence of promotional strategies on retail institution. Questionnaire was distributed to 50 firms in Port Harcourt and twenty –one was returned. The simple random sampling technique was employed to select respondents for the study. Furthermore, to analyze the hypothesis stated for the study, the spearman’s rank correlation coefficient was employed. In analyzing the hypothesis, the findings showed that small retail outlets are more in number than big retail stores. It also shows that retail institutions are defined by a lot of problems from poor infrastructure facilities, poor communication, distribution problems, and poor management of retail business. There cause low sales and low patronage from customers. Based on the findings, the following recommendations were made; a retailer should endeavor to draw out a promotional plan. A promotional plan speaks which promotional tools are to be used; advertising by retailers should examine with care the particular media they employ for communication.


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