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

A modern review on scrum: Advance project management method

Scrum method is an agile management method approach toward software development as it progresses incrementally and repetitively. The scrum method involves constant evaluation and revaluation of the progression of the pro...

An Adaptive IoT Framework: using FPGA Based SOC for varying Applications

With the evolution of IoT, it is expected to create large impact on human lives. IoT is a region where world convergences with physical world. The IoT is an intelligent network which connects all things to the Internet f...

Synthesis of Epoxidizedcardanol from CNSL (Vietnam) by Glacial Acetic Acid and Hydrogen Peroxide

Cardanol obtained by vacuum distillation of cashew nut shell liquid (CNSL) at 220 '“ 230 ? and 2 '“ 4 mmHg. Epoxidized cardanol (ECD), derived from cardanol was synthesized at 65?, 2% catalyst, DB/AA/ H2O2 :1/0.5/1, stir...

Examining the Dimensions of Rural Economic Development in South Sudan

Formulation and implementation of comprehensive rural development strategy is imperative for enhancing economic growth, poverty reduction, and delivery of quality services to both rural and urban inhabitants. A 6 month s...

Momentous of Corporate Governance in the Capital Market

There has been amplify in attention in the Corporate Governance practices in modern era since 2001, particularly due to number of high profile financial scandals of large corporation, most of which complicated in account...

Download PDF file
  • EP ID EP358810
  • DOI -
  • Views 86
  • 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