IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 8 NO. 5 2024
DOI: 10.56201/ijmcs.v8.no5.2024.pg130.152

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Optimal Marketing Strategy and Sales Performance of Selected Manufacturing Firms in Delta State

IYADI, Rollins Chiyem (Ph.D), ORUAKPOR, Jessica

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Abstract

The study analyzed optimal marketing strategy and sales performance of selected manufacturing firms in Delta State, Nigeria. This study used a cross-sectional survey research design, and a five- point Likert scale questionnaire was used to collect respondents' replies. The employees of the chosen manufacturing companies in Delta State, Nigeria, were given a total of 123 copies of the questionnaire. Excel spreadsheets were used to code the questionnaire, manual simple percentage analysis was used to analyze the respondent profile, and descriptive statistics which include minimum, maximum, mean, and standard deviation as well as factor analysis and correlation matrix were utilized to analyze the research questions. With the help of SPSS version 25.0, the multiple regression statistical tools were used to test the study's hypotheses. The results showed that there is a significant relationship between optimal promotion strategy and sales performance (0.004<0.005). With a P-value of (0.041<0.05), there is a significant relationship between the best distribution method and sales performance. The relationship between sales performance and optimal promotion strategy is substantial. Validated performance with a p-value of less than 0.05 (0.000). The study concluded that optimal marketing strategy has significant effect on sales performance of manufacturing firms in Delta State. The study recommended that manufacturing firms should implement strategies that focus on providing their customers with their products through the most practical and affordable channels possible in order to maximize value for both the companies and their clients. This could be through an assessment, re-evaluation and adjustment.

keywords:

Optimal Marketing Strategy, Promotional Strategy, Distribution Strategy, sales

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