Estimating the effects of price discount and bogo deals on apple fruits marketing in Adamawa State, Nigeria

Abstract

The prevailing economic condition in the country which cuts across other economies in the world, has subjected firms and marketers to stiff competition on how to sell-off their products. This study therefore, estimates the effects of some selected sales promotion strategies on apple fruit marketing in Nigeria evidencing findings from Adamawa State. With a sample size of 170 apple fruit sellers selected purposely from four agricultural zones, primary data were collected on the demography ofrespondents, perception of marketers on sales promotion styles, effects of these styles on gross receipts of apple fruits, and major direct and indirect challenges to effective marketing of the fruits. Data analysed by the use of descriptive statistics, a 3-point Likert Scale and regression analysis revealed that middle-aged (43 years) married males formed the majority (91.18%) of the marketers. Also, the sellers perceived the price discount of apple fruits as the most valuablestrategy (grand mean of 1.66) that influenced grossreceipts. Similarly, price discount was the significant (p <0.05) sales strategy that had a positive effect on the marketing gross receipts. Major challenges experienced by the sellers were the exorbitant cost of apple fruit and its storage. Institutions willing to improve apple fruits marketing in the area should resolve the raised issues.