Marketing Communication Tools and Sales Performance in Retail Companies, South Africa

The most essential aspect of any retail company is sales of their product(s) because it supports any
business’ existence. This research focuses on the effect of marketing communication tools (MCTs) on
sales performance (SP) in retail companies which are located in King Williams Town Mall, Eastern
Cape, South Africa. The study utilized the AIDA model (1898) to guide the study. The study used the
positivism research paradigm and descriptive research design. The study also employed the
quantitative research approach while data was collected through personally administered
questionnaires (primary data). Simple random method was adopted by this study and the size was 70
retail companies. Reliability of data collection instrument was measured by Cronbach Alpha and Pilot
Study was adopted to ensure validity. Multiple regression analysis was applied to test the hypotheses.
However, findings show that advertising has no much influence on sales showing probability test that
is not statistically significant. Sales promotion was found to have a positive relationship on sales
performance of retail companies in King Williams’s town that is not statistically significant. Public
relations have a positive insignificant effect on sales performance. Lastly, there is a statistical positive
significant relationship between personal selling and sales performance of retail companies in King
William town.