THE EFFECT OF PROMOTIONAL MIX ELEMENTS ON SALES VOLUME: A STUDY AT COTTEX TEXTILE INDUSTRY PLC
Abstract The overall objective of this study was to determine the effect of promotional mix elements on sales volume. The research used descriptive and explanatory research design based on the scope of the study. It utilized primary and secondary data using self-administered questionnaires and unstructured personal interviews following census sampling techniques to the population of Cottex textile industry plc. Finally, the data collected from the respondents were analyzed using descriptive-a...