Marketing Mix Strategies of Soft Drink Producers in Anambra State, Nigeria

Abstract

The study aimed to investigate the marketing mix strategies employed by soft drink producers in Anambra State and to assess the impact of such strategies on their performance. Ninety respondents were judgementally selected and sampled. Questionnaire was used to gather the study data analysed on frequencies, percentages and Kruskal-Wallis one-way ANOVA. Results showed that promotion consisting sponsorship in sports and entertainment, diversification, introduction of new brands/products, aggressive advertising and price reduction are the most frequently used marketing-mix strategies. Results also agreed that the soft drink producers in Anambra State change their marketing mix and often too for reasons of making their products new and attractive, offering at customers asking price, competition in the market, grow market share, and profit. Results of the hypotheses testing indicated significance mean difference in the marketing-mix frequently used by these producers but, there is no significant mean difference on how often those change their strategies. Hypotheses tests confirm that these producers change mix strategy to grow market vis-à-vis other objectives. Overall, the tests showed marketing-mix strategies have significant impact on the performance of all the soft drink producers in Anambra State. Okwuchukwu Marcus, Anyasor, PhD"Marketing Mix Strategies of Soft Drink Producers in Anambra State, Nigeria" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-1 , December 2017, URL: http://www.ijtsrd.com/papers/ijtsrd7195.pdf http://www.ijtsrd.com/management/marketing/7195/marketing-mix-strategies-of-soft-drink-producers--in-anambra-state-nigeria/okwuchukwu-marcus-anyasor-phd

Authors and Affiliations

Keywords

Related Articles

Role of MUDRA Yojana in Promotion of Financial Inclusion in Jharkhand

Promotion of financial Inclusion is an important social and financial need of Indian Economy. In order to promote financial inclusion, recently, Govt. of India has launched several schemes like Prathan Mantri Jan Dhan Yo...

Challenges of Global Leaders with Special Reference to Covid 19 Virus Outbreak

Since globalization, technological changes and advancement in business, global business practices are in demand of various abilities and skills of leaders and innovative leadership styles. Before COVID 19 Pandemic busine...

A Research on to Study the Seismic Behaviour of a Multi Storey Building with RC Moment Resistance Frame and Shear Wall

Seismic analysis plays a important role in the engineering structure, after the major earthquake that is Kashmir earthquake 2005 and Gujarat earthquake 2001 , there is a attention about the vulnerability assessment of ea...

Factors Leading to Major Casting Defects and their Influence on Productivity of Foundry

In recent times, with the constant utilization of natural resources, every manufacturing unit is turning towards a lean approach. Foundries are no exception to this. Although the fundamental responsibility of a foundry i...

A Tree Structure for Mining Behavioral Patterns from Wireless

Now a day's wireless sensor network interesting research area for discovering behavioral patterns wireless sensor network can be used for predicting the source of future events. By knowing the source of future event, we...

Download PDF file
  • EP ID EP358810
  • DOI -
  • Views 87
  • Downloads 0

How To Cite

(2017). Marketing Mix Strategies of Soft Drink Producers in Anambra State, Nigeria. International Journal of Trend in Scientific Research and Development, 2(1), -. https://europub.co.uk/articles/-A-358810