EFFECT OF MARKETING MIX STRATEGY ON SALES PERFORMANCE OF BREWING FIRMS: A STUDY OF NIGERIA BREWERIES, ENUGU, NIGERIA

Abstract

This study focused on effect of marketing mix strategy on sales performance of brewing firms using Nigeria breweries, Enugu, Enugu State as the study case. The research design for this study was descriptive survey design and questionnaire served as the instrument for data collection. The population of this study was 135 which consisted the management staff and major distributors of Nigerian Breweries Enugu, Enugu State, from where the sample size of 101 was derived. Out of 101 copies of the questionnaire distributed, only 94 copies were received and used. The data collected were presented in tables and analysed using simple percentage and the hypotheses were tested by chi-square statistical tool. The study discovered that high product quality enhances sales performance of brewing firms, penetration pricing strategy enhances sales performance of brewing firms, nearness of distribution place to target market enhances sales performance of brewing firms and intensive promotion enhances sales performance of brewing firms. Based on these findings, it was recommended that brewing firms should periodically improve the quality of their products so as to achieve high level of patronage; they should also engage in intensive promotional activities and price penetration tactics such as free samples, price discounts and bonus packs etc to increase customer’s intention to purchase their products; retail stores should make their products regularly available and accessible to the consumers; and brewing firms should always engage in research to enable them identify the gap that exists between consumers’ needs and their product.