Naomi UBOH

This study delves into the relationship that exist between sales promotion and their impact on sales volume within the context of trade fairs at the University of Benin. In the highly competitive marketplace and businesses, especially those within the academic realm, are constantly seeking innovative ways to enhance their sales performance and attract a broader customer base. The trade fairs held at the University of Benin had served as an essential platform for traders to showcase their products and services, making it an intriguing topic of study for analyzing the impact of sales promotions in influencing sales volume at such trade fairs. Drawing from the wealth of previously reviewed literatures, this study employs a mixed- methods approach, combining both quantitative and qualitative research methodologies. Survey data from exhibitors and visitors, along with in-depth interviews using research questionnaires with key traders, providing valuable insights into the intricate relationship between sales promotions and sales volume. The study reveals that various sales promotion techniques, such as discounts, giveaways, and bundle offer, significantly impact sales volume during trade fairs (Smith et al., 2017). Furthermore, findings suggest that sales promotion activities create a sense of urgency and excitement among visitors, thereby stimulating impulse buying behavior (Jones, 2018). vii Moreover, the study highlights the need for businesses and university authorities to collaborate in designing and implementing effective sales promotion strategies. Finally, the results of this research underscore the undeniable influence of sales promotions on sales volume within the context of trade fairs at the University of Benin. This paper contributes to the growing body of knowledge on sales promotion strategies, particularly in academic settings, and provides practical implications for businesses and educational institutions seeking to enhance their sales performance within such settings. Future research may focus on exploring the long-term effects of sales promotions and the sustainability of increased sales beyond the trade fair