THE IMPACT OF MARKETING MIX STRATEGIES ON SALES PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES: IN CASE OF MANUFACTURING SMEs AT SHASHEMENE CITY OROMIA, ETHOIPIA
Year: 2025
Type: article
Abstract: In today’s businesses, marketing mix strategies are major components of a successful marketing. SME s in Ethiopia represent a vital part of the economy, being the source of various economic contributions through the generation of income, providing new job opportunities, introducing innovations, stimulating competition and engine for employment. This research paper investigates the impact of marketing strategy on sales performance with special reference to the manufactured SMEs in Shashemene city Oromia regional government, Ethiopia. The survey research design method was used in this study which involves using a self-design questionnaire in collecting data from one hundred ten (110) respondents. The instrument used in this study is a close-ended questionnaire that was designed by the researchers. Correlation coefficient and linear regression analysis were used to analyze the data with the aid of statistical package for social sciences (SPSS) version 20. The results show that the independent variables (i.e. Product, Promotion, Place and Price) were significant joint predictors in term of sales performance (F (4, 105) = 38.976; R2 = 0.598; P< .05). The independent variables jointly explained 59.8% of variance in SMEs sales performance. According to the regression equation established, taking all the four marketing mix strategies into account constant at zero, performance of the case SMEs will be 0.783. The data findings analyzed also shows that taking all other independent variables at zero, a unit increase in product strategy will lead to a 0.470 increase in SMEs Sales performance ; a unit increase in price strategy will lead to a 0.012 increase in the case of SMEs Sales performance ; a unit increase in promotion strategy will lead to a 0.296 increases in SMEs Sales performance and a unit increase in place strategy will lead to a 0.061 increase in in SMEs Sales performance. Subsequently, recommendation were made to SMEs operators to produce quality products; charge value or cost based prices, position appropriately, provide broad product line and distinctive services, approach their retail out late to customer.
DOI: 10.20372/nadre:19342
Author: AWEKE MEZGEBU
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7084596079
FWCI:
Cites:
Cited by:
Related to: