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Title: الترويج وأثره على زيادة المبيعات
Other Titles: (دراسة وصفية تحليلية على مطاحن سيقا للغلال في الفترة 2005-2008م)
Authors: محمد الجلي محمد سليمان
Keywords: إدارة الأعمال
Issue Date: 2011
Citation: جامعة إفريقيا العالمية - عمادة الدراسات العليا - كلية الاقتصاد والعلوم السياسية - قسم الإدارة
Abstract: The research is entitled: The Effect of Promotion on Sales increase – An analytical study on Sayga Floor Mills during the period from 2006 to 2009 The research problem is represented in the following inquiries: 1. Is there any correlation between the size of expenditure on promotional activity and sales size? 2. Is there any correlation between the promotion and the increase in sales? 3. Is the weakness of promotion strategy lead to minimize sales? The research aimed to identify the effect of promotion and its role in achieving the marketing objectives, as well as the overall objectives of the company. In addition, the research aimed also to analyze the followed means and methods of promotion as well as to highlight the role of promotion as a marketing tool in the field of sales. The research significance arises from the increased interest in consumer behavior studies in the different world countries; in addition to that all marketing writings are focusing on promotion to achieve the organizations and companies' goals. This is on one hand however on the other hand the research helps in adding some new view points, programs and marketing strategies in the company. To achieve research objectives the following hypotheses have been tested: 1. There is a correlation of statistical significance between the size of expenditure on the promotional activity and the sales size. 2. There is a correlation of statistical significance between promotion and increase of sales. 3. Weakness of promotion strategy leads to sales minimization. Hypotheses were tested using the statistical program SPSS. On the other hand the research was divided into three chapters and preface including introduction and research problem, objectives and hypotheses. Chapter one deals with the concept and significance of promotion and its correlation with marketing. Issues of concept, significance and objectives of promotion were discussed thereof, as well as dealing with concept, significance and promotion objectives. Chapter tow covers the methods and promotion strategies, where issues of promotional mix, its elements and services promotion were dealt with therein. Finally chapter three, which is considered as the applied study for it includes the historical background of the foundation and evolution of Sayga Floor Mills. This chapter also includes data analysis and hypotheses test. The research conclusion is however, includes findings and recommendations, in addition to a list of references and appendixes. The researcher has proved the validity of the said hypotheses and reached the following findings: 1. Sales of the company increase in pursuance of the increase in expenditure size on promotional activity, as the size of expenditure on promotion increases the sales increase also. 2. As the methods used in the promotion increase the consumers of the company's commodities, promotional methods used in the company increase the size of sales as well. 3. It is remarkably noticed that the company sales increase according to the increase in size of expenditure on the promotional activity, whereas the reduction of promotional activity negatively affects the size of sales. The researcher recommended the following: 1. It is inevitable to provide for specific environmental factors to increase promotion, which in turn may help achieve the enterprise objectives. 2. It is necessary to take into consideration the difference of impact between the various promotional elements on the promotion of the company products and the extent to which it may achieve the company's objectives. 3. Astrategy for the promotion of the company commodities should be laid down.
Appears in Collections:أطروحات الماجستير

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