Impact of Personal Selling and Sales Promotion Strategy on Market Performance of Selected Manufacturing Companies in Lagos State, Nigeria (Published)
Understanding how personal selling and sales promotional strategy impact on the market performance after high capital investments is crucial to the contribution of the food and beverage companies in national economic growth; however, there is dearth of information on this subject matter. The main objective of the study is to examine the effect of personal selling and sales promotion strategy on the market performance of selected manufacturing companies in Lagos State Nigeria. specifically, the study determine the effect of sales promotion on the market performance of manufacturing companies in Lagos Nigeria and determine the effect of personal selling on the market performance of these manufacturing companies in Lagos Nigeria. Econometric technique involving descriptive research, correlation coefficient and multiple regressions was used for the data analysis. A population and sample of 24 product promotional related managers were drawn through a census sampling technique. Two research instruments – Annual Report/Financial Statement and Questionnaire were used for data collection. The result of the study indicates that there is significant predictive impact of sales promotional strategy on the market performance and that there is significant contribution of the promotional tool on the profit margin level of all six companies. the stud therefore conclude that personal selling and sales promotion strategy have positive and significant impact on market performance of selected manufacturing companies in Lagos, Nigeria. Amongst the recommendations is that staff saddle with the implementation of personal selling and sales promotional strategy should devote time and resources into it since it largely influence profitability of the companies.
Citation: Ibeh, J.I, Nnabuko J.O and Nwajimeje J.(2022) Impact of Personal Selling and Sales Promotion Strategy on Market Performance of Selected Manufacturing Companies in Lagos State, Nigeria; British Journal of Marketing Studies, Vol. 10, Issue 5, pp.,54-74
Ownership Structure and Performance of Selected Quoted Manufacturing Companies in Nigeria (Published)
This study evaluated the effect of equity ownership structure on the financial performance of selected quoted manufacturing companies in Nigeria. The focus of the evaluation is on the relationship between ownership structure variables (managerial, institutional and foreign) on firm performance (Return on Equity and Return on Asset). Data were collected for this study through secondary source for the period 2011 – 2020. 60 manufacturing firms listed on the Nigerian Stock Exchange were purposively sampled. Data were collected on variables such as institutional owners’ equity, managerial ownership equity, foreign ownership equity, Total Assets, shareholders’ fund and earnings after interest and tax will be collected from the Annual Reports of the companies. Data collected will be analyzed using tables, descriptive statistics, correlation and regression analysis. Also, the data collected were subjected to pooled General Least Square, Random and Fixed Effects regression model in testing the hypotheses of the study. It was discovered that all the variables i.e. (ROTA, ROE, MON, LEV, LASSET, ION, FON and AGE) had correlation coefficients that were very low and they are less than 0.9 having either positive or negative values. It was discovered that all the series show a high level of consistency being that their mean and median values are within the maximum and minimum values of the series. Too the deviation of the actual data from their mean value are exceptionally high, typically demonstrated by the relatively high value of the standard deviations. The study recommended that improvement should be made on corporate governance to focusing on sound equity ownership structure in order to attract foreign investors. Likewise, Industrial investors should emphasize the importance for the inclusion of institutional investors inclusion in companies,’ ownership structures and collision between the directors and dominant shareholders should be prevented.
Investors in the manufacturing companies expect that managers entrusted with the responsibility of managing the operational activities of the companies are competent and optimally utilize the resources, including the cash management to ensure quality returns to the equity holders. Studies have shown that most managers of the manufacturing companies are desirous of reporting robust and plausible performance reports, rather than ensuring effective and optimal cash management to avoid disruption of production process. Consequently, achieving these expectations of investors and ensuring good return on assets and impressing earnings per share, remain a major problem facing the managers. This study therefore investigated the impact of cash management on performance of listed manufacturing companies in Nigeria. The study adopted ex-post facto research design, using population of 47 listed manufacturing companies on the Nigerian Stock Exchange as at 31st December 2016. Fifteen companies were selected using a combination of stratified and purposive sampling technique. Data were extracted from published financial statements of the sampled manufacturing companies, the validity and reliability of the data were premised on the scrutiny of the external auditors. Descriptive statistics and inferential (Regression) statistics were used for data analysis. The result revealed that cash management had significant positive effect on performance on the following: Cash management had a positive and significant effect on Return on Asset with Adj R2=0.09, F- Stat(3.146) = 10.32, P-value= 0.032: Cash management had positive and significant effect on Tobins Q with Adj R2=0.16, F-Statistics (3.146) = 20.38 and P-value = 0.00, cash management with control variables had positive and significant effect on Return on Assets with Adj R2= 0.0137, F-stat (3.146) = 16.86 and P-value = 0.00. The result further revealed that cash management with control variable had positive and significant effect on Tobins Q with Adj R2-0.1086, F-Stat(3.146) = 23.26 and P-value of 0.00. The study concluded that, cash management has effect on performance of listed manufacturing companies in Nigeria. The study recommended that shareholders, managers, policy makers, financial regulators and market participants should pay more attention to quality of earnings, returns on equity and assets of the companies. Managers should aggressively engage in optimal cash conversion cycle, currents assets and liquidity management and their optimal utilization in achieving their short and long term goals and safely satisfy shareholders objective.
Strategic Marketing Practices and Non- Financial Performance of Selected Manufacturing Firms in Lagos State, Nigeria (Published)
Manufacturing companies in Lagos State has been experiencing unprecedented challenges in the globalized working surroundings that result in organisation recording low business turnover which is leading to the closure of the companies or relocating to neighboring African Country. The study, therefore, seeks to examine the strategic marketing practices and non-financial performance of selected manufacturing firms in Lagos State. A descriptive research design was adopted. The population of the study was fifty – six (56) manufacturing companies in Lagos State, out of which five (5) manufacturing companies that were strictly into food and beverages, who have reputation for making products of the best quality were selected. Each of the five (5) companies selected, an average of twenty (20) that has information to provide was used except Unilever Nigeria plc that has total numbers of twenty-one (21) staff in strategic position giving the total number of one hundred and one (101), consisting strategic managers and subordinates of food and beverages companies were used as sample size. The study hence employed the purposive sampling technique to arrive at tenable sample size. Multiple Regression and Correlation Analysis were used to analyse the data obtained. Findings show that there was a positive relationship between strategic marketing practices and the performance of selected manufacturing companies in Lagos State. Furthermore, with variables statistically significant at 95% confidence limit and sig 0.000, meaning that there was a significant correlation between the environmental scanning and business expansion of manufacturing companies in Lagos State and with R2 value = (0.505), segmentation strategy has an impact on business expansion in the selected firms. Therefore, the study recommended that manufacturing companies should have a clear understanding of both the internal and external environments through constant monitoring and evaluation of the environment. Also, manufacturing companies are expected to focus on their segmentation marketing strategy activities.
Corporate Governance Practices and Working Capital Management Efficiency: Special Reference to Listed Manufacturing Companies in Sri Lanka (Published)
The main objective of the study is to find out the significant difference between corporate governance practices on working capital management efficiency in listed manufacturing firms in Sri Lanka. Secondary literature reviews and Secondary data collection methods were used to conduct the study. Twenty five listed manufacturing firms were selected as sample size in Colombo Stock Exchange for the periods 2007, 2008, 2009, 2010 and 2011. Independent sample one вЂ“ way Anova (f-test) and Independent sample t-test have been utilized to find out the significant difference between corporate governance practices on working capital management efficiency. The results revealed that there is no significant mean different between the levels of working capital management efficiency among corporate governance practices as board committees, board meetings and proportion of non executive director except board leadership structure. Based on the findings, we recommended that the effective policies in the working capital management must be formulated through the corporate governance practices in the listed manufacturing firms in Sri Lanka.