The effects of promotional mix strategies towards the sales performance of halal food small business entrepreneurs during the COVID-19 crisis in Kelantan

Abdul Razak, Ainul Zulaikha (2023) The effects of promotional mix strategies towards the sales performance of halal food small business entrepreneurs during the COVID-19 crisis in Kelantan. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Company needs promotional mix strategies to promote their products and develop a more consistent company culture. This research had three objectives of a study to identify the effects of promotional mix strategies towards the sales performance of halal food small business entrepreneurs during the covid-19 crisis, to analyse the most effective promotional mix strategies for halal food small business entrepreneurs to increase their sales performance during the covid-19 crisis, to evaluate the relationship between promotional mix strategies and sales performance of halal food small business entrepreneurs during the covid-19 crisis in Kelantan. The target population is 270 halal food small business entrepreneurs from 3 districts in Kelantan which is Kota Bharu, Tumpat and Pasir Mas. The sample frame was 159 halal food small business entrepreneurs from 3 districts in Kelantan which is Kota Bharu, Tumpat and Pasir Mas. Data were collected from questionnaires and structured quantitative response was formed in the 5- Likert scale. Researchers have carried out the data analysis using correlation and multiple regression. The result endorses that sales promotions, personal selling, and public relations had significant relationship on sales performance. The regression analysis results informed a conclusion that sales promotion, personal selling and public relation has significant relationship on sales performance. The study found that majority of the halal food small business entrepreneurs agreed that personal selling is the most effective promotional mix strategies for their business. Finally, future researchers who will conduct research related to this topic can draw on findings from related literature by borrowing a leaf from the findings. These researchers can compare this research to their own to see whether it is different or still shows the same results.

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