MARKETING MIX STRATEGIES AND SALES PERFORMANCE OF FAST FOOD OPERATORS IN BENIN CITY, EDO STATE, NIGERIA

ABSTRACTS

The study examined the effect of marketing mix strategies on sales performance of fast food operators in Benin City, Edo State, Nigeria. Specifically, the study examined the impact of pricing strategies, product development strategies, promotion strategies; place strategies and people strategies on sales performance of fast-food operators in Benin City, Edo State, Nigeria. The study adopted the survey design and questionnaire was used to get data for the study. Three hundred and eighty-eight (388) copies of the questionnaire were administered to fast-food operators in Benin city, Edo State. Descriptive and inferential statistics were employed to summarize the data and draw inference on the phenomenon studied. The regression analysis was used to test the hypotheses of the study. The result of the inferential statistics revealed that pricing strategies, product development strategies, promotion strategies; place strategies and people strategies have positive and significant effect on sales performance of fast-food operators in Benin City, Edo State, Nigeria. The study concluded that marketing mix has significant impact on sales performance of fast-food operators in Benin City, Edo State, Nigeria. The study recommended that fast efforts operators should adopt marketing and sales policies that is customer-centric in order to promote repeated purchase and increase sales performance.