Marketing mix has been shown to have a positive impact on sales performance in business organizations operating in different sectors.
The following are empirical studies covering the topic of the impact of sales performance on business organizations from across the globe.
Effect of marketing strategies on the performance of small-scale and medium-scale enterprises in Kano State
This study explored the impact of marketing strategies on the performance of SMEs in Kano State, Nigeria. In particular, the study aimed at achieving the following objectives: to establish the effect of product marketing strategy on SME performance in Kano State; to find out the effect of price marketing strategy on SME performance in Kano State; to determine the effect of place marketing strategy on SME performance in Kano State; and lastly, to assess the effect of promotion marketing strategy on SME performance in Kano State (Badaru & Moses, 2025).
The target population included 393 SMEs operating in the Kano State, Nigeria. A sample size of 150 SME operators was selected to participate in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics, including frequency and percentage. Spearman’s correlation analysis was employed to assess the relationship between study variables. Multiple regression analysis was used to examine the effect of independent variables on the dependent variable. The findings were presented in tables as deemed fit (Badaru & Moses, 2025).
The results of correlation analysis indicated that product marketing strategy had a positive and significant relationship with SME performance; the price marketing strategy had a moderate but significant association with SME performance; the promotional marketing strategy had a moderate and significant association with SME performance; while the place marketing strategy had a positive and significant association with SME performance (Badaru & Moses, 2025).
The results of multiple regression analysis revealed that 53% of the variance in SME performance was caused by independent variables including product strategy, price strategy, promotional strategy, and place strategy. Specifically, the results of regression coefficient analysis indicated that when all factors are held constant, product strategy contributed to 30.5% variance in SME performance in Kano State, price strategy contributed to 19.2% variance in SME performance, promotion strategy contributed to 15.7% variance in SME performance, and place strategy contributed to 27.6% variance in SME performance. This means that product marketing strategy had the greatest contribution towards SME performance in Kano State, followed by place marketing strategy, then price marketing strategy, and lastly, promotion marketing strategy (Badaru & Moses, 2025).
The impact of marketing strategy on sales performance: a study of micro and small enterprise owners
This study investigated the impact of marketing strategy on the sales performance in SMEs in the Kurdistan region, Duhok Province, in Iraq. In particular, the objectives of the study included the following: to determine the effect of marketing strategy on sales performance in Kurdistan SMEs, to find out the effect of product strategy on sales performance in Kurdistan SMEs, to assess the effect of price strategy on sales performance in Kurdistan SMEs, to explore the effect of place strategy on sales performance in Kurdistan SMEs, to determine the effect of promotion strategy on sales performance in Kurdistan SMEs, to assess the effect of people strategy on sales performance in Kurdistan SMEs, to explore the effect of process strategy on sales performance in Kurdistan SMEs, and lastly, to determine the effect of physical evidence strategy on sales performance in Kurdistan SMEs (Kawar et al., 2024).
The target population included SMEs operating in Duhok Province in Kurdistan, Iraq. The sample size included 123 owners of SMEs operating in the Duhok Province of Iraq. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics such as frequency, percentage, variation, and mean. Pearson correlation analysis was done to examine the association between study variables. Regression analysis was employed to assess the effect of the predictor variables on sales performance in Kurdistan SMEs. The results were presented using tables as required (Kawar et al., 2024).
The findings of correlation analysis indicated that marketing strategy had a positive and significant association with SME sales performance; product strategy had a positive and significant association (0.604**) with SME sales performance; price strategy had a positive and significant association (0.384**) with SME sales performance; place strategy had a positive and significant association (0.623**) with SME sales performance; promotion strategy had a positive and significant association (0.384**) with SME sales performance; process strategy had a positive and significant association (0.706**) with SME sales performance; people strategy had a positive and significant association (0.604**) with SME sales performance; and physical evidence strategy had a positive and significant association (0.586**) with SME sales performance (Kawar et al., 2024).
The results of regression analysis indicated that product strategy explained 36.4% variance in SME sales performance; price strategy explained 14.7% variance in SME sales performance; place strategy explained 38.8% variance in SME sales performance; promotion strategy explained 47.5% variance in SME sales performance; process strategy explained 49.9% variance in SME sales performance; people strategy explained 36.5% variance in SME sales performance; while physical evidence strategy explained 34.3% variance in SME sales performance. In general, the findings indicated the predictor variables contributed to 57.7% variance in the outcome variable, that is, sales performance of the target firms (Kawar et al., 2024).
Marketing strategies and sales performance of a manufacturing company
The study focused on the impact of marketing strategies on sales performance in Nigeria’s food and beverage industry. In particular, the objective of the study included finding out the effect of product strategy on sales performance in the food and beverage manufacturing firms in Nigeria; establishing the effect of price strategy on sales performance in the food and beverage manufacturing firms in Nigeria; assessing the effect of place strategy on sales performance in the food and beverage manufacturing firms in Nigeria; and evaluating the effect of promotion strategy on sales performance in the food and beverage manufacturing firms in Nigeria (Ebuzoeme, 2024).
The target population included firms operating in the food and beverage manufacturing sector in Lagos State, Nigeria. A sample size of 274 respondents was selected to participate in the study. A questionnaire was used to collect data from the target population. Data analysis was done using descriptive statistics, including frequency, percentage, maximum, minimum, mean, and standard deviation. Multiple regression analysis was employed to assess the effect of the predictor variables, product, price, place, and promotion, on the outcome variable, that is, sales performance of the target firms. The results were presented in tables as required (Ebuzoeme, 2024).
According to the results of regression analysis, the predictor variables explained 98.6% of the variance in the outcome variable, that is, the sales performance of the target firm. Specifically, the findings of the standardized regression coefficient indicated that when all factors are maintained at a constant, product strategy contributed to 48.1% variance in sales performance of the target firm, pricing strategy contributed to 2.4% variance in sales performance of the target firm, and place strategy contributed to 46.3% variance in sales performance of target firms, while promotion strategy contributed to 7.6% variance in sales performance in the target firm. These results imply that product strategy had the greatest influence on sales performance in the target firm, followed by place strategy, promotion strategy, and lastly, pricing strategy (Ebuzoeme, 2024).
Determining marketing mix components to improve sales performance in startup companies in Islamic culture – evidence from Iran
The study investigated the effect of marketing mix components on sales performance in Iranian startup companies. The specific objectives of the study included the following: to determine the effect of product mix on sales performance in startup companies in Iran; to establish the effect of price strategy on sales performance in startup companies in Iran; to establish the effect of promotion strategy on sales performance in startup companies in Iran; to find out the effect of packaging mix on sales performance in startup companies in Iran; and lastly, to assess the effect of place strategy on sales performance in startup companies in Iran (Malekpour et al., 2024).
The target population included all startup companies in the Islamic culture of Tehran, Iran. A sample size of 20 companies was selected for the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics such as frequency and percentage. Spearman’s correlation analysis was employed to explore the relationship between the independent variables and the outcome variable. The results were presented in tables as required (Malekpour et al., 2024).
The results of Spearman’s correlation analysis indicated that product mix had a positive and significant association with sales performance in the target startups; price strategy had an insignificant association with sales performance in the target firms; promotion strategy had a positive and significant association with sales performance in the target firms; packaging mix had a positive and significant association with sales performance in the target firms; and finally, place strategy had an insignificant association with sales performance in the target firms (Malekpour et al., 2024).
The impact of mixed marketing strategies on the sales of agricultural products: a case study in Johor, Malaysia
The study explored the impact of marketing mix strategies on sales of agricultural products in Johor, Malaysia. In particular, the study set out to achieve the following objectives: to evaluate the effect of product dimension on sales of agricultural products in Johor; to establish the effect of price dimension on sales of agricultural products in Johor; to determine the effect of place dimension on sales of agricultural products in Johor; to assess the effect of promotion dimension on sales of agricultural products in Johor; to examine the effect of people dimension on sales of agricultural products in Johor; to find out the effect of process dimension on sales of agricultural products in Johor; and finally, to determine the effect of physical evidence dimension on sales of agricultural products in Johor (Saili et al., 2024).
The target population included retailers of agricultural products operating in Johor, Malaysia. A sample size of 150 respondents was selected to participate in the study. A questionnaire was used to collect primary data from the respondents. Data analysis was carried out using descriptive statistics such as frequency and percentage. Regression analysis was employed to explore the impact of predictor variables of product, price, place, promotion, people, process, and physical evidence on sales of agricultural products by the target outlets. The results were presented in tables as deemed fit (Saili et al., 2024).
The results of regression analysis revealed that 82.8% variance in sales of agricultural products by the target outlets was explained by the predictor variables of product, price, place, promotion, people, process, and physical evidence. In particular, the results of regression standardized coefficients indicated that when all factors are held constant, product dimension contributed to 20% variance in sales of agricultural products by the target outlets; price dimension contributed to 27.5% variance in sales of agricultural products by the target outlets; place dimension contributed to 28.7% variance in sales of agricultural products by the target outlets; promotion dimension contributed to 32% variance in sales of agricultural products by the target outlets; people dimension contributed to 5.1% variance in sales of agricultural products by the target outlets; physical evidence dimension contributed to 10% variance in sales of agricultural products by the target outlets; while process evidence dimension contributed to 28.1% variance in sales of agricultural products by the target outlets (Saili et al., 2024).
This means that the marketing mix with the greatest impact on sales of agricultural products by the target outlets was promotion, followed by place, process, price, product, physical evidence, and people (Saili et al., 2024).
The effect of service marketing mix on sales performance: the case of an insurance company in Perak, Malaysia
The study investigated the impact of service marketing mix on sales performance in an insurance company in Perak, Malaysia. The study was guided by the following objectives: to determine the effect of product strategy on sales performance of the target company; to establish the effect of price strategy on sales performance in the target company; to find out the effect of promotion strategy on sales performance in the target company; to assess the effect of place strategy on sales performance of the target company; to explore the effect of people strategy on sales performance of the target company; to evaluate the effect of process strategy on sales performance of the target company; and lastly, to determine the effect of physical evidence on sales performance in the target company (Mohd et al., 2023).
The target population was the insurance company based in Perak, Malaysia. A sample size of 103 respondents was selected to participate in the study. Data collection was accomplished using a questionnaire. Descriptive statistics were used to analyze the descriptive variables of the study. Correlation analysis was done to examine the relationship between study variables. Regression analysis was employed to examine the effect of the predictor variables of product, price, place, promotion, people, process, and physical evidence on sales performance in the target insurance company. The findings were presented in tables as deemed fit (Mohd et al., 2023).
The results of correlation analysis indicated that product strategy had a positive and significant association (0.762) with sales performance in the target company; price strategy had a positive and significant association (0.829) with sales performance; place strategy had a positive and significant association (0.786) with sales performance; promotion strategy had a positive and significant association (0.845) with sales performance; people strategy had a positive and significant association (0.811) with sales performance; process strategy had a positive and significant association (0.831) with sales performance; and lastly, physical evidence had a positive and significant association (0.915) with sales performance in the target insurance company (Mohd et al., 2023).
The results of regression analysis indicated that 85.4% of the variance in sales performance of the insurance company being studied was explained by the combined effect of the predictor variables, including product, price, place, promotion, people, process, and physical evidence strategies. In particular, the results of the standardized regression coefficient revealed that when all factors are held constant: product strategy contributed to 1.3% variance in sales performance of the target company; price strategy contributed to 25.5% variance in sales performance of the target company; place strategy contributed to 15% variance in sales performance of the target company; promotion strategy contributed to 11.4% variance in sales performance of the target company; people strategy contributed to 1.2% variance in sales performance of the target company; process strategy contributed to 3% variance in sales performance of the target company; while physical evidence contributed to 72.2% variance in sales performance of the target company (Mohd et al., 2023).
A conceptual framework to unmask the relationship between marketing mix strategies, marketing culture, and sales performance of Ugandan manufacturing firms
This study explored the impact of marketing mix strategies and marketing culture on sales performance in Ugandan manufacturing firms. Specifically, the objectives of the study included the following: to assess the effect of marketing strategies on sales performance in Ugandan manufacturing firms; to determine the effect of marketing culture on sales performance in Ugandan manufacturing firms; to establish the relationship between marketing mix strategies and marketing culture; to find out the effect of marketing mix strategies and marketing culture on sales performance (Komunda et al., 2023).
The target population included 178 licensed manufacturing firms operating in Mbarara City, Uganda. A sample size of 118 respondents was selected to participate in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics such as frequency, mean, percentage, and deviation. Pearson correlation analysis was employed to assess the association among study variables. Regression analysis was done to evaluate the effect of independent variables on the dependent variable (Komunda et al., 2023).
The results of Pearson correlation analysis indicated that there was a positive and significant relationship between marketing mix strategies and sales performance in the Ugandan manufacturing firm. Specifically, all the dimensions of marketing mix strategies were found to have a positive and significant association with sales performance. The results of correlation analysis also revealed a positive and significant relationship between marketing mix strategies and marketing culture in the target firms. Furthermore, the results indicated a positive and significant relationship between marketing culture and sales performance in the target firms. All the dimensions of marketing culture were found to have a positive and significant impact on sales performance in the target firms (Komunda et al., 2023).
The findings of regression analysis showed that 34.9% of the variance in sales performance of the target manufacturing firms was caused by the implemented marketing mix strategies, and 54.8% of the variance in sales performance of the target firms was caused by marketing culture. The results also indicated that marketing mix strategies and marketing culture, while acting together, contributed to 48.2% variance in sales performance in manufacturing firms in Mbaara City, Uganda (Komunda et al., 2023).
Marketing mix influence on consumer buying behavior: a case study on the cosmetics industry
The study examined the influence of marketing mix on consumer buying behavior in the Malaysian cosmetic industry. The specific objectives of the study included the following: to determine the effect of product on consumer purchasing behavior in the Malaysian cosmetic business; to find out the effect of price on consumer purchasing behavior in the target business; to assess the effect of location on consumer purchasing behavior in the target business; and to evaluate the effect of promotion on consumer purchasing behavior in the target industry (Sirajuddin et al. 2023).
The target population included businesses operating in the cosmetic industry in Malaysia. A sample size of 240 respondents was selected to participate in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics, for example, frequency and percentage. Regression analysis was done to explore the effect of the predictor variables (product, price, location, and promotion) on the outcome variable, that is, consumer purchasing behavior. The findings were presented in tables as deemed fit (Sirajuddin et al. 2023).
The results of regression analysis indicated that 52% of the variance in the consumer purchasing behavior was explained by the predictor variables. Specifically, the findings of standardized regression coefficient revealed that when all factors are held constant: product strategy explained 12.7% variance in consumer purchasing behavior in the target population; price strategy explained 1.8% variance in consumer purchasing behavior in the target firms; place strategy explained 22.3% variance in consumer purchasing behavior; and lastly, promotion strategy explained 47.1% variance in consumer purchasing behavior (Sirajuddin et al. 2023). This means that promotion had the largest impact on consumer purchasing behavior in the cosmetic firms in Malaysia, followed by place; then product; and finally, price (Sirajuddin et al. 2023).
The impact of the marketing mix on the competitive advantage in small and medium-scale enterprises
The study explored the impact of marketing mix on the competitive advantage of SMEs in Pune City, India. The specific objectives of the study included the following: to assess the effect of product on competitive advantage for SMEs in Pune City; to establish the effect of price on competitive advantage for SMEs in Pune City; to find out the effect of place on competitive advantage for SMEs in Pune City; and finally, to evaluate the effect of promotion on competitive advantage for SMEs in Pune City (Putta, 2023).
The target population included 1900 SMEs conducting business in Pune City, India. A sample size of 320 respondents was selected to take part in the study. Primary data was collected using a questionnaire. Data analysis was carried out using descriptive statistics such as frequency, percentage, mean, and standard deviation. Correlation analysis was employed to establish the relationship between study variables. Regression analysis was undertaken to find out the effect of independent variables on the competitive advantage of the target SMEs. The results were presented in tables as deemed suitable (Putta, 2023).
The findings of correlation analysis revealed the following: product dimension had a positive and significant association (0.773) with the competitive advantage of target SMEs; price dimension had a positive and significant association (0.777) with the competitive advantage of target SMEs; place dimension had a positive and significant association (0.742) with the competitive advantage of target SMEs; and lastly, promotion dimension had a positive and significant association (0.661) with the competitive advantage of target SMEs (Putta, 2023).
According to the results of regression analysis, 73.6% of the variance in competitive advantage in target SMEs was caused by the combined influence of product, price, place, and promotion dimensions of the marketing mix. Specifically, the results of the regression standardized coefficients indicated that when all factors are held constant, product dimension contributed to 13.8% variance in competitive advantage for the target SMEs; price dimension contributed to 22.9% variance in competitive advantage for the target SMEs; place dimension contributed to 37.8% variance in competitive advantage for the target SMEs; while promotion dimension contributed to 25.9% variance in competitive advantage for the target SMEs. This means that the place dimension had the greatest impact on the competitive advantage of the target SMEs, followed by the promotion dimension, the price dimension, and lastly, the product dimension (Putta, 2023).
The influence of marketing mix strategy on sales performance of small-scale milk producers in Mwanza City, Tanzania
The study explored the influence of marketing mix strategy on sales performance for small-scale milk producers in Mwanza City, Tanzania. The specific objectives of the study included the following: to determine the effect of product strategy on sales performance among small-scale dairy farmers; to find out the effect of pricing strategy on sales performance among small-scale dairy farmers; to evaluate the effect of placement strategy on sales performance among small-scale dairy farmers; and lastly, to examine the effect of promotion strategy on sales performance among small-scale dairy farmers (Mistry et al., 2023).
The target population included 134 small-scale dairy farmers operating in Mwanza City, Tanzania. A sample size of 98 respondents was selected to take part in the study. Primary data was collected using a questionnaire. Descriptive statistics such as frequency, percentage, mean, standard deviation, minimum, and maximum were used to analyze descriptive variables of the study. Correlation analysis was used to explore the relationship between study variables. The results were presented in tables as required (Mistry et al., 2023).
The results of correlation analysis indicated that product strategy had a positive and significant association (0.386) with sales performance among small-scale dairy farmers; placement strategy had a positive and significant association (0.619) with sales performance among small-scale dairy farmers; promotion strategy had a positive and significant association (0.810) with sales performance among small-scale dairy farmers; while price strategy had a negative but significant association (-0.732) with sales performance among small-scale dairy farmers (Mistry et al., 2023).
The effect of marketing mix strategy on sales performance of brewery factories in Ethiopia: Does competitive intensity moderate the relationship?
The study assessed the effect of marketing mix strategy on sales performance of brewery factories in Ethiopia. The objectives of the study included finding out the effect of product strategy on sales performance of beer manufacturing firms in Ethiopia; establishing the effect of pricing strategy on sales performance of beer manufacturing firms in Ethiopia; evaluating the effect of promotion strategy on sales performance of beer manufacturing firms in Ethiopia; determining the effect of distribution strategy on sales performance of beer manufacturing firms in Ethiopia; and lastly, exploring the moderating effect of competitive intensity on the relationship between marketing mix strategy and sales performance in beer manufacturing firms in Ethiopia (Melese & Wondimkun, 2022).
The target population included Dashen and Habesha beer manufacturing firms in Ethiopia. A sample size of 232 out of 505 employees of the target firms was selected to participate in the study. Data collection was done using a questionnaire. Descriptive statistics (frequency, percentage, mean, and standard deviation) were used to analyze descriptive variables of the study. Correlation analysis was done to assess the relationship between study variables. Regression analysis was carried out to explore the effect of independent variables on sales performance of beer manufacturing firms in Ethiopia. The results were presented in tables as required (Melese & Wondimkun, 2022).
The results of correlation analysis showed that product strategy had a positive and significant association (0.792) with sales performance; price strategy had a positive and significant association (0.541) with sales performance; promotion strategy had a positive and significant association (0.792) with sales performance; and place strategy had a positive and significant association (0.374) with sales performance (Melese & Wondimkun, 2022).
The results of regression analysis indicated that 82.5% of the variance in sales performance of beer manufacturing firms in Ethiopia was explained by the predictor variables, that is, product, promotion, price, and place strategies. Specifically, the results of regression standardized coefficients indicated that when all factors are kept constant: product strategy explained 27.8% variance in sales performance of beer manufacturing firms in Ethiopia; price strategy explained 15.6% variance in sales performance of beer manufacturing firms in Ethiopia; promotion strategy explained 52.4% variance in sales performance of beer manufacturing firms in Ethiopia; while place strategy explained 28.2% variance in sales performance of beer manufacturing firms in Ethiopia. This means that the promotion strategy had the greatest impact on the sales performance of beer-manufacturing firms in Ethiopia, followed by the place strategy, the product strategy, and lastly, the price strategy. The results also showed that competitive intensity moderated the relationship between marketing mix strategy and sales performance in the beer manufacturing firms in Ethiopia (Melese & Wondimkun, 2022).
The effect of marketing strategy on sales performance in the case of National Alcohol and Liquor Factory (NALF) in Addis Ababa
This study investigated the impact of marketing strategy in the National Alcohol and Liquor Factory in Addis Ababa, Ethiopia. In particular, the study aimed at achieving the following objectives: to find out the effect of place strategy on sales performance in the target firm, to establish the effect of price strategy on sales performance in the target firm, to determine the effect of product strategy on sales performance in the target firm, and to assess the effect of promotion strategy on sales performance in the target firm (Asfaw, 2020).
The target population included 119 wholesalers of NALF operating in all the sub-cities of Addis Ababa. A sample size of 170 respondents was selected to participate in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics, including frequency and percentage. Pearson’s correlation analysis was used to assess the relationship between study variables. Multiple regression analysis was employed to assess the effect of the independent variables (place strategy, price strategy, product strategy, and promotion strategy) on the dependent variable, that is, sales performance. The findings were presented using tables, charts, and graphs as deemed appropriate (Asfaw, 2020).
The results of correlation analysis indicated that product strategy had a positive and significant association with promotion strategy, place strategy, and sales performance; promotion strategy had a positive and significant association with product strategy, place strategy, and sales performance; and place strategy had a positive and significant association with product strategy, promotion strategy, and sales performance. On the other hand, price strategy was found to have an insignificant association with product strategy, promotion strategy, and sales performance. Furthermore, price strategy was shown to have a negative and insignificant relationship with place strategy (Asfaw, 2020).
The findings of regression analysis showed that 81.8% variance in sales performance in the target firms was explained by the independent variables, that is, place strategy, price strategy, product strategy, and promotion strategy. In particular, the results of standardized regression coefficients indicated that, when all factors are held constant, product strategy explained 36.1% variance in sales performance of the target firms, price strategy explained 4.8% variance in sales performance, promotion strategy explained 26.4% variance in sales performance, and lastly, place strategy explained 30.8% variance in sales performance. This means that product strategy had the greatest impact on sales performance in the target firms, followed by place strategy, promotion strategy, and lastly, price strategy (Asfaw, 2020).
Influence of marketing mix strategies on the sales performance of small scale Bixa Ollerana farmers in Kwale County, Kenya
The study explored the influence of marketing mix strategies on sales performance for small-scale Bixa orellana farmers in Kwale County, Kenya. The main objectives of the study included determining the effect of product strategy on sales performance for small-scale Bixa Ollerana farmers; establishing the effect of price strategy on sales performance for small-scale Bixa Ollerana farmers; examining the effect of placement strategy on sales performance for small-scale Bixa Ollerana farmers; and lastly, finding out the effect of promotion strategy on sales performance for small-scale Bixa Ollerana farmers (Cheruyiot et al., 2020).
The target population included the Bixa Ollerana operating in Kwale County, Kenya. A sample size of 106 respondents was selected to participate in the study. Primary data was collected using a questionnaire. Descriptive statistics were used to analyze descriptive variables of the study. Regression analysis was employed to assess the effect of the predictor variables, that is, product, price, placement, and promotion strategies, on the outcome variables, that is, sales performance of small-scale Bixa Ollerana farmers. The findings of the study were presented using relevant tables (Cheruyiot et al., 2020).
The results of regression analysis revealed that 22.8% variance in sales performance of small-scale Bixa orellana farmers in Kwale County was explained by the predictor variables. In particular, the results of regression standardized coefficients indicated that when all factors are held constant, product strategy contributed to 8.7% variance in sales performance of the target small-scale Bixa Ollerana farmers; price strategy contributed to 10.1% variance in sales performance of the target small-scale Bixa Ollerana farmers; placement strategy contributed to 12.4% variance in sales performance of the target small-scale Bixa Ollerana farmers; and promotion strategy contributed to 38.2% variance in sales performance of the target small-scale Bixa Ollerana farmers. These results indicated that the marketing mix strategy with the highest impact on sales performance of target small-scale Bixa ollerana farmers was promotion strategy, followed by placement strategy, price strategy, and lastly, product strategy (Cheruyiot et al., 2020).
Citation
Asfaw, B. (2020). The effect of marketing strategy on sales performance in the case of National Alcohol and Liquor Factory (NALF) in Addis Ababa. Unpublished Master’s Thesis submitted to Jimma University, Addis Ababa, Ethiopia.
Badaru, I.M., and Moses, I.K. (2025). Effect of marketing strategies on the performance of small and medium-scale enterprises in Kano State. ISA Journal of Business, Economics, and Management, 2(4).
Cheruiyot, D.K., Mwaura, P., and Tanui, J.K. (2020). Influence of marketing mix strategies on the sales performance of small-scale Bixa Ollerana farmers in Kwale County, Kenya. Kabarak Journal of Research & Innovation, 11(1).
Ebuzoeme, F.C. (2024). Marketing strategies and sales performance of a manufacturing company. International Journal of Current Science Research and Review, 7(9-36).
Kawar, A.A., Ayoub, A.M.A., and Kawar, F.A.T. (2024). The impact of marketing strategy on sales performance: a study of micro- and small-enterprise owners. International Review of Communication and Marketing Mix, 7(1).
Komunda, M.B., Osarenkhoe, A., Fjellstrom, D., Katusabe, J., and Nyongyera, V. (2023). A conceptual framework to unmask the relationship between marketing mix strategies, marketing culture, and sales performance of Ugandan manufacturing firms. Journal of Service Science and Management, 16, 694-710.
Malekpour, M., Gholami-Kordkheili, H., Yazdani, M., and Mendez-Suarez, M. (2024). Determining marketing mix components to improve sales performance in startup companies in Islamic culture – evidence from Iran. Inzinerine Ekonomika-Engineering Economics, 35(3), 299-315.
Melese, M.W. and Wondimkun, H.T. (2022). The effect of marketing mix strategy on sales performance of brewery factories in Ethiopia: Does competitive intensity moderate the relationship? International Journal on Customer Relations, 10(1), 19-33.
Mistry, S., Tibuinda, N.T., and Batonda, G. (2023). The influence of marketing mix strategy on sales performance of small-scale milk producers in Mwanza City, Tanzania. Global Scientific and Academic Research Journal of Economics, Business and Management, 2(11), 131-143.
Mohd, F.B.A., Muhammad, H.B.H., Hasry, S.B.C., Amir, H.B.H., and Kumaran, K. (2023). The effect of service marketing mix on sales performance: the case of an insurance company in Perak, Malaysia. European Journal of Management and Marketing Studies, 8(2).
Putta, S.S. (2023). The impact of the marketing mix on the competitive advantage in small and medium-scale enterprises. Journal of Research in Business and Management, 11(3), 181-193).
Saili, A.R., Bachik, N., and Mohammed, A.N.H. (2024). The impact of mix marketing strategies on the sales of agricultural products: a case study in Johor, Malaysia. Food Research 8 (Suppl. 4), 94-99.
Sirajuddin, R.S.B., Senathirajah, A.R.B.S., Haque, R., and Isa, A.M.M. (2023). Marketing mix influence on consumer buying behavior: a case study on the cosmetics industry. International Journal of Professional Business Review, 8(5), 1-21.
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