THE EFFECTS OF PROMOTIONAL STRATEGY ON SALES PERFORMANCE: A CASE STUDY OF SELECTED REAL ESTATES

Abstract

The aim of this study was to identify the effect of promotional strategy on sales performance in case of selected real-estate companies. It explains how promotional strategy mix such as advertising, personal selling, sales promotion, public relation and direct marketing affect the sales performance of real estates. To achieve the objectives of this study a quantitative research was employed in the research. Data was collected by administering questionnaire for the total sample size of 185 respondents hence only 177 data was correctly filled by respondents. Study participants of this paper were selected by using stratified random sampling technique. Ones the real-estate companies are stratified the samples (companies) were selected randomly from each strata. Stata utilized to process the primary data obtained, and a reliability test was conducted to assess the questionnaires reliability. Additionally tests for normality, linearity, and multicollinerity were performed. The data analysis included descriptive statistics, correlations, and multiple linear regressions. The findings indicate that the real-estate companies had a high frequency of practicing advertising, personal selling, and sales promotion and moderately public relation and direct marketing. This can be generalized as promotional strategies listed had statistically significant effect on performance of sales. The independent variables were found to be correlated with each other and with the dependent variable. Significant positive correlation was there in-between the independent and dependent variables. In general, manages need to periodically asses which promotional tools affect the overall performance of sales and the most effective to bring sales volume