PROMOTIONAL STRATEGIES AND RETAIL SALES PERFORMANCE IN KANTIN-KWARI FABRICS AND TEXTILES MARKET, KANO STATE, NIGERIA

Abstract

The presence of multinational corporations in our local markets, with a particular reference to Chanise companies engaging in retail marketing, poses a threat to the retail sales performance of indigenous retailers. The objective of the study is to examine the impact of promotional strategies on retail sales performance in Kwari Market, Kano. Primary data was collected using a questionnaire and administered to 384 respondents selected in the Kwari Market as a sample to represent the entire population of the study. The data were analyzed using SPSS version 26, where frequency tables, percentages, means, and standard deviation were used for descriptive analyses, while inferential statistics: Pearson Product-Moment Correlation and Multiple Regression Analysis were used to test the study hypotheses at a 95% confidence level. The research results indicate a significant positive relationship between Advertising, Sales promotion, Personal Selling, Public relations, and retail sales performance in the Kwari Market, Kano. The research recommends that retail business owners should embark on sales promotion to increase their sales performance, looking at the peculiarities of the market.