Integrated Marketing Communication and Its Relation to Sales Volume in Nigeria Transport Industry: Evidence from ABC Transport Ibadan

Isaac O.C. Onigbinde PhD, Remi Aworemi PhD, Makinde Akinwumi John

Ladoke Akintola University of Technology, Ogbomoso

Keywords: Integrated marketing communication, Sales volume, Transport Industry

Abstract

This study investigated the effectiveness of integrated marketing communication on sales volume of transport industry in Nigeria. The study adopted the correlation research design and an annual published data set for the period of 2018 to 2024 were sourced on sales volume from ABC Transport Nigeria, and primary data was obtained through questionnaire on marketing communication tools. Data obtained were analyzed using frequency, mean, standard deviation, pearson product moment correlation and regression analysis at 0.05 level of significance. Findings of the study revealed that personal selling (â = .525, P (.000) <.05) had positive contribution to sales volume in ABC Transport while direct marketing (â = .682, P (.000)<.05) had negative contribution to sales volume in ABC Transport. But advertising (â = -.037, P (.586)>.05) and public relations (â = .134, P (.210)>.05) had no significant contribution on sales volume in ABC Transport. Finding also revealed that marketing communication tools had positive significant relationship with sales volume in ABC Transport (r=.498, p (.000)<.05). The study therefore concluded marketing communication contributes significantly with sales volume of Nigeria transport industry. The study therefore recommended that Nigeria transport companies, in order to win more subscribers towards their services and products, should begin to develop a more pragmatic approach to communicating their services by choosing the most marketing communication strategies that has significant contribution to the sales volume.

Published

March, 2025

ISSUE

VOL.5.NO.1

Citation

Isaac O.C. Onigbinde PhD, Remi Aworemi PhD, Makinde Akinwumi John (March, 2025). Integrated Marketing Communication and Its Relation to Sales Volume in Nigeria Transport Industry: Evidence from ABC Transport Ibadan. International Journal of Marketing and Management Sciences,(VOL.5.NO.1), 300 - 310.

APA format

Isaac O.C. Onigbinde PhD, Remi Aworemi PhD, Makinde Akinwumi John. "Integrated Marketing Communication and Its Relation to Sales Volume in Nigeria Transport Industry: Evidence from ABC Transport Ibadan." International Journal of Marketing and Management Sciences, vol. , no. VOL.5.NO.1, March, 2025, pp. 300 - 310.

MLA format

Isaac O.C. Onigbinde PhD, Remi Aworemi PhD, Makinde Akinwumi John. March, 2025. "Integrated Marketing Communication and Its Relation to Sales Volume in Nigeria Transport Industry: Evidence from ABC Transport Ibadan." International Journal of Marketing and Management Sciences , no. VOL.5.NO.1: 300 - 310.

Chicago format

Isaac O.C. Onigbinde PhD, Remi Aworemi PhD, Makinde Akinwumi John (March, 2025). "Integrated Marketing Communication and Its Relation to Sales Volume in Nigeria Transport Industry: Evidence from ABC Transport Ibadan." International Journal of Marketing and Management Sciences, vol. , no. VOL.5.NO.1, pp. 300 - 310.

Harvard format