Effects of sales promotional strategies on marketing of apple fruits in Adamawa State, Nigeria

Abstract

The research assessed the effects of sales promotional strategies on gross receipts of apple fruits in Adamawa State, Nigeria. Multi-stage, purposive and random sampling methods were used to select four Local Government Areas, four wards and 170 apple fruits marketers or sellers for the research. Descriptive statistics, a 3-point Likert Scale, regression analysis and marketing efficiency tool were employed for data analysis. Findings showed that most (91.18%) of the marketers were male, married (51.76%), within the age of 21-40 year (71.76%) and possessing secondary school education (42.40%) with fair marketing experience of 1-5 years (38.82%). Marketers perceived roadside display (63.53%) as the most viable sales promotion strategy in the marketing of apple in the State. Similarly, roadside display (0.0492) had a significant (p <0.05) influence on the gross receipts of apple fruits in the study area. Further, an ME of 115.34% indicated a highly efficient marketing system for apple fruits, signifying a profitable venture. Major challenges experienced were the high cost of apple fruits (85.88%), inadequacy of finance (78.82%) among marketers and high cost of sales promotion (52.94%). Conclusively, middle-aged married male with secondary education and fairly experienced marketers formed the majority of the respondents in Adamawa State. Roadside display was the most influential sales promotion strategy identified. The main challenge reported by the marketers was the high cost of apple fruit. Institutions that intend to improve apple fruits marketing and consumption in the area should encourage the production of the crop and lessen the tax placed on the importation of the fruits in the country.