Impact of Sales Promotion on Organisational Performance: A Case Study of Unilever Nigeria Plc

Abstract

This study examines the impact of sales promotion on organisational performance, using Unilever Nigeria PLC as a case study, to determine how promotional strategies influence company growth, customer awareness, and profitability. The research employed a mixed-methods approach, with primary data collected through structured questionnaires administered to 40 randomly selected management and staff members. The data were analysed using chi-square statistical tests at a 0.05 significance level. Results show that 97.5% of respondents confirmed that sales promotion increased company turnover, with 75% reporting sales increases of 41-60% during promotional periods, 80% confirming improved product awareness, 82.5% demonstrating effectiveness in attracting potential customers, and 90% acknowledging enhanced profitability in both short-term and long-term periods. Chi-square analysis (X² = 64.7 and X² = 102.25, both exceeding the critical value of 9.488) confirmed that sales promotion significantly increases product awareness and attracts potential customers. The study concludes that sales promotion has a direct, positive relationship with organisational growth indicators, including market share, profitability, and customer acquisition, establishing it as a crucial strategic tool for achieving competitive advantage in the Nigerian consumer goods sector.