The Impact of Sales Promotions on Sales Turnover in Airlines Industry in Nigeria

Abstract

<p>This study seeks to determine the impact of sales promotions on sales turnover in the airlines industry in Nigeria. Ex post facto and survey research design were adopted. Secondary data on average monthly passenger turnover covering a period of 25 years (1991-2015) were collected from the records of airport authority. A questionnaire was also administered to 450 air travellers to ascertain the extent to which sales promotions incentives stimulate them to travel by air within Nigeria. Frequency analysis, regression and t-Test methods of analysis were applied. The results show that sales promotions incentives significantly impacted sales turnover in the airlines industry; and air travellers prefer non-monetary sales promotional offers and off-line incentives to monetary and online offers. The study, therefore, recommends that the management of the airlines need to be more innovative in making promotion offers to air travellers so as to optimize the opportunity. Non-monetary and offline incentives offerings should be emphasized to meet the preference of air travellers. For future research, the study suggests that the focus can be on identifying other salient factors that motivate passengers to travel by air so as to boost industry sales.</p>

Low cost airline Sales Promotion : in A Review

“…The results of the elaboration above, researchers with perceptions or perspectives provide a recommendation from every research result in this scientific article, where the sales promotion variable is significant and positive with other variables such as from scientific articles belonging to (sihite, et al, 2014 ) , (Crespo-Almendros & Del Barrio-García, 2016) where the results of this study stated significant with price and brand variables, further research results from (Adeniran et al, 2016) , also proved significant and positive with sales turnover, as well as from articles other scientific statements stating sales promotion in the form of research results using qualitative or quantitative methods.…”

“…Still data from Forrester in 2014 in (Crespo-Almendros & Del Barrio-García, 2016) that , online sales promotion can be a suitable and appropriate tool for generating online sales, because it facilitates purchasing decisions and also helps increase consumer satisfaction. However, not all sales promotions are equally effective, and not all consumers respond to sales promotions via the Internet in the same way, according to Mbanuzuo in 2015 in (Adeniran et al, 2016) airlines have considered different areas such as sales promotion and other available competitive advantage strategies to increase sales and profitability in terms of industry survival. Airlines operating in Nigeria are expected not to be left behind in the global battle for survival in this industry.…”

The Influence of Marketing Mix Strategies on the Sales Performance of Small Scale Bixa Ollerana Farmers in Kwale County, Kenya

“…Further, when small scale Bixa farmers are asked to compare the 4Ps when they are combined at multivariate level, they are likely to have a reduced perception on the number of Ps in relationship to sales performance. The finding is further supported by Festus (2016); Tandoh and Sarpong (2015); Dangaiso (2014); Ibojo and Ogunsiji (2011); Syeda, Zehra and Sadia (2011); Adeniran, Egwuonwu, and Egwuonwu (2016); Amusat and Ajiboye (2013); who established in their findings that sales promotion had positive influence on sales performance of the various industries where they carried out their studies.…”

The Impact of Adopting Guerrilla Marketing on Increasing the Market Share of EgyptAir Airlines

“…The airline industry developed over the years when travelling by air became one of the common ways of travelling amongst a large segment of people (Chen et al, 2008). As a result, the competition amongst airline companies intensified as each airline wants to attract the largest proportion of the target passengers (Kilinc et al, 2012;Adeniran, 2016). Hence, marketeers in airline companies have primarily focused on attracting different passengers of various travel purposes depending on various forms of marketing (Camilleri, 2018).…”