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-and inferential statistics using Statistical Package for Social Science (SPSS) version 20 software. The collected data were processed, analyzed, interpreted and presented using tables and charts. The researcher identified the Cottex textile industry plc has no well-organized promotional department, less budget for promotion and less concentration for promotional mix elements and less attention in the analysis of competitor’s promotional strategy. The researcher recommends that the company set up a separate promotional department to set enough budgets for the promotional activity and to give attention to the analysis of the competitor’s promotional effort.

Key words: promotional mix elements, sales volume, promotional strategy, compotators