The Effect of the Promotion on the Volume of Sales: An Applied Study on Al-Mehdhar Company for Materials Aden Branch to Department of Business Administration It Is a Requirements for Obtain a Bachelor Degree in Business Administration 10.35781/1637-000-106-005

Abstract

The study aimed to know the impact of promotion in its dimensions (advertising, public relations, personal selling, sales promotion) on the volume of sales in its dimensions (coupons, free samples, discounts). The study population was represented by all employees of Al-Mihdhar Foodstuff Company in Aden Governorate, Yemen, numbering (51). Elements. The comprehensive inventory method was used as a sampling method. The study relied on the descriptive analytical approach. The study used the questionnaire as a tool for collecting information. The study relied on the statistical program (SPSS) to analyze the data. The study reached a number of results, the most prominent of which are: The level of promotion in Al-Mehdhar Company. For foodstuffs, Aden branch, it was approximately (70%) in general, and the level of sales volume at Al-Mehdhar Foodstuff Company, Aden branch, was (70%). There was a statistically significant effect of promotion on sales volume. There was no statistically significant effect for advertising on sales volume. There is a statistically significant effect of public relations on sales volume, there is a statistically significant effect of personal selling on sales volume, there is a statistically significant effect of sales activation on sales volume, and the study reached a number of recommendations, the most important of which are: It is advisable for the company to pay attention to public relations in the elements of the promotional mix. The company should intensify its advertising campaigns, and the company should be keen to increase the provision of coupons because of their great effectiveness in selling the company’s products, and the company should provide free additions to some of its products.