ABSTRACT

The study examines promotional strategies of Mr. Biggs Kaduna branch and its impact on sales. To this end the following research questions guided the study: To what extent are Mr. Biggs fast food outlets in Kaduna metropolis using promotional mix elements? What are the effects of promotional mix elements that is used Mr. Biggs fast food outlet in Kaduna metropolis on consumers purchasing decision making? What is the contribution and efforts of sales promotion in improving the sales of Mr. Biggs fast food outlets in Kaduna metropolis? What are the constraint militating against sales promotion in Mr. Biggs fast food outlets in Kaduna metropolis? The survey study design was utilize and the questionnaire constitute the instrument of data collection. The data obtained from the field were analyzed with the statistical mean scores and presented in a five likert table. The finding of the research indicates that Mr. Biggs fast food outlets in Kaduna metropolis use promotional elements periodically. The effect of promotional mix used in Mr. Biggs fast food outlets on consumers purchasing decision making are that promotional mix creates demand as such increase sales volume in Mr. Biggs. promotional mix is also persuasive which make people to buy even when they don’t need such goods, hence increase sales in Mr. Biggs Furthermore effective utilizati-on of promotional mix lead to a growth in sales volume in Mr. Biggs. The contributions and efforts of sales promotion in improving the sales of fast food outlets in Kaduna metropolis are that Organization are compel to adhere to Promotional quality in order to make good sales. Sales Promotion also creates standard through competition and Sales Promotion creates awareness about product of Mr. Biggs. The constraints militating against sales promotion in Mr. Biggs fast food outlets in Kaduna metropolis are basically financial constraint and technical constraint. Based on the findings it was recommended that Mr. Biggs food should conduct Sales promotion directly and avoid the use of marketing consultants. This will help them to get a good grip of personal selling and effectively utilize it as a veritable tool of promotion.

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