The effect of sales Promotion, Coupons and Discounts on Firms’ Performance: The Nigeria Beverage Industry Experience

The beverage industry is significantly contributing to the Nigerian economy in terms of employment generation and providing food and drinks for local consumption. However, few studies were conducted on sales promotion to improve their performance. Therefore, the main objective of this research is to determine the influence of sales promotion techniques on the performance of beverage companies in Nigeria. The newness of this research lies in determining different sales promotion techniques such as discounts and coupons on company performance. The researcher distributed 200 questionnaires to the company managers. A total of 192 questionnaires were returned out of the 192 collected 17 questionnaires were rejected due to incompleteness. Therefore, 175 questionnaires were put in for data analysis using PLS.SEM. The results show that sales promotions, coupons, and discounts have a significant effect on the performance of beverage companies. The research implication recommended that managers should implement various sales promotion techniques to achieve higher performance