SALES PROMOTION TOOLS AND PERFORMANCE OF FITNESS SERVICES IN CALABAR, CROSS RIVER STATE.
Author(s): Joy Samuel Akpan, Joseph Amechi Anyadighibe, Joshua Kajang, Awara Nsobiari Festus,
Institute(s): Department of Marketing Faculty of Administration and Management Sciences University of Calabar, Nigeria.
Volume 4 / Issue 1
Abstract
This study examined the sales promotion of fitness services and the performance of fitness services in Calabar, CRS. A descriptive survey research design was used, targeting 302 clients from selected registered fitness centers. Simple random and proportional sampling were adopted in the study. A sample of 172 clients was determined with the Taro Yamane formula. Data were collected through structured questionnaires and analyzed using descriptive statistics. Multiple regression analysis was used in testing the hypotheses, using SPSS Statistics. The study revealed that sales discounts, referral incentives, and community engagement significantly affect the performance of fitness services and concluded that sales promotion plays a crucial role in enhancing the performance of fitness services. It was recommended that fitness centers offer regular discount promotions to attract and retain clients and implement structured referral programs to encourage word-of-mouth marketing, thereby expanding their customer base cost-effectively and improving overall service performance.
Number of Pages: 8
Number of Words: 4337
First Page: 33
Last Page: 41