Authors : Babatunde Fawole, Akinjole, Abiodun

Volume/Issue : Volume 11 - 2026, Issue 4 - April

Google Scholar : https://tinyurl.com/rppxvcr5

Scribd : https://tinyurl.com/bdfhthx9

DOI : https://doi.org/10.38124/ijisrt/26apr804

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : The study examined the impact marketing promotional materials (MPMs) and the performance of sales force in fast moving consumable goods (FMCGs) at lafia metropolis market of Nasarawa State, Nigeria. The work answered the question of the influence of promotional materials on sales outcomes in FMGCs companies in Lafia market of Nasarawa State, Nigeria. The objective is to understand the relationship between the use of promotional materials and sales performance, identifying the most effective types of promo materials, and assessing the overall impact of on sales force productivity. To achieve the purpose of the study, research questions were raised, hypotheses were formulated, and a review of related literature was a made. The population of study consisted of 42 respondents who are the stakeholders in the administrators of promotional materials in fast moving consumable goods (FMCGs) industry in lafia metropolis. In order to collect the necessary data for this study, the primary. The data were collected, analyzed, and presented using tables; hypotheses were tested using chi-square method of data analysis. The finding shows that point of sales promotional materials usage has impact on sales force performance, point of purchase promotional materials usage has effect on sales force performance, point of product launch promo material usage has positive implications on sales force performance, and point of publicity promotional material usage has positive implications on sale force performance in lafia metropolis for fast moving consumable goods, and there is a significant relationship between the usage of marketing promotional materials on the sales force performance. Based on the above statement, it was recommendation among others that the fast moving consumable goods producer and marketer should continue to improve and design robust marketing promotional materials that is consumer centered and there are to be used at every dimension of point of customers’ engagement at the stipulated market place.

Keywords : Promotional Materials (PMs), Sales Force, Sales Performance, Fast Moving Consumable Goods (FMCG), Point of Sales, Point of Purchase, Promotional Materials Administration.

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