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Abstract
One of the most pressing problems impacting a company's sales performance is losing customers faster than gaining new ones. This study determined the effects of promotional strategy on sales performance in the food industry. The research used a descriptive-correlational research design and a purposive sampling technique. The data were gathered from fifty (50) top and middle-level managers of the food industry. The level of promotional strategy of the food industry in terms of advertisement, sales promotion, personal selling, public relations, and direct marketing is high. Moreover, the level of sales performance of the food industry in terms of total revenue, growth and expansion, and customer acquisition cost is also high. The findings revealed that the variables have a significant relationship, which means that as the level of the promotional strategy increases, the level of sales performance also increases. The findings also indicate that the effects of the promotional strategy have significantly influenced sales performance in the food industry.
