DISCOUNT AND PROMOTION AND SALES OF FOOD PRODUCTS

This study investigates the effect of discounts and promotional strategies on the sales performance of food products within Benin City, Edo State. The main objective is to evaluate how price-related incentives and marketing promotions influence sales outcomes in the food industry. Specifically, the research analyzes the effect of discounts on sales volume, examines the impact of promotional strategies on consumer purchasing behaviour, identifies the most effective promotional types for boosting sales, explores the r lationship between discount rates and sales revenue, and develops a framework for optimizing discount and promotion strategies. The scope of the study covers selected supermarkets, grocery stores, and retail outlets engaged in the sale of both perishable and non-perishable food items over a five-year period. The population comprises employees of food product businesses within Egor Local Government Area, Edo State, with a sample size of 100 respondents randomly selected from five key enterprises: Mat-Ice Fast-Food, Domino’s Pizza/Cold Stone Eatery, Nadia Bakery, Z-Zone Foods, and Chicken Republic Eatery. Primary data were collected through structured
questionnaires and analyzed using descriptive statistics such as frequency distributions, averages, modes, ranges, and percentages, based on a Likert scale anchored from “strongly
agree” to “strongly disagree.” The findings reveal that discount and promotional strategies are indispensable tools for driving sales growth and customer retention in the food industry. Nevertheless, their effectiveness depends on strategic planning, continuous market research, and maintaining a balance between short-term sales incentives and long-term profitability. The study concludes that food businesses that adopt data-driven and customer-focused discount and promotion strategies are more likely to achieve sustainable growth, enhanced brand loyalty, and stable revenue performance.