أثر برامج تنشيط المبيعات في زيادة الحصة السوقية للشركات من وجهة نظر مندوبي المبيعات : دراسة تطبيقية على شركات الصناعات الغذائية بقطاع غزة

الملخص EN

The study aimed to identify the impact of sales promotion in increasing the market share of companies from the point of view of sales representatives in the food industries in the Gaza strip, and the descriptive analytical approach was adopted, and the questionnaire was built as a tool for this purpose.

contests, coupons, discounts, free samples, discounts, techniques directed to salesmen, market share), and after making sure of their validity and stability, they were applied to a sample of (90) representatives of a company (hamada ice cream, gulf food industries, pioneer).

the researchers used the comprehensive survey method, due to the small size of the study community, and its ease of access, and (70) questionnaires were retrieved with a recovery rate of (77.77%).

the study concluded that the sales promotion programs in the companies surveyed from the point of view of the sales representatives came with a relative weight (84.449%), which is an approval degree (very large).

and the level of increasing the market share of companies from the point of view of the sales representatives came with a relative weight (82.766%), which is a degree of agreement (great), and it was found that there is a statistically significant relationship at the level (α ≤ 0.05) between sales activation programs and the level of increasing the market share of companies from the point of view of view of sales representatives; the results also showed the presence of a statistically significant impact of sales activation programs and the level of companies' market share increase.

one of the most important recommendations of the study is that the companies under study should offer special discounts on various occasions, to stimulate the demand for their products to increase the market share, as well as pay attention to discounts in selling products, as they contribute to the speed of their sale in the markets, and the need for the company to focus its efforts on the market in which it is located or parts certain of it, and to facilitate obtaining the company's products from retailers.