Marketing Mix Strategy and Sales Performance of Sachet and Bottled Water Producers

ABSTRACT

The study examined the relationship between marketing mix strategies and sales performance of sachet and bottled water producers in Benin Metropolis in Edo State. This study employed a survey research design. The population of the study comprised senior staff of sachet and bottled water producers in Benin metropolis. They include owners, managers and assistant managers. Purposive sampling method was used in selecting 96 sachet and bottled water producers across Benin Metropolis. The number of senior staff was 288. Census method was used to adopt the 288 as the sample size. Primary source of data was utilized in this study and this was obtained with the aid of a structured closed-ended questionnaire. The data was analyzed using both descriptive and inferential statistics through Statistical package for Social Science (SPSS 22.0 version) software. The results revealed that a significant and positive relationship existed between product, price, distribution, product strategy and sales performance of sachet and bottled water producers. It was concluded that the marketing mix variables of product, price, distribution and promotion are important in every industry and the way in which the variables are combined requires strategic attention. The use of strategy implies that there are various ways in which product, price, distribution and promotion can be made to gain customers. While these strategies have significantly enhanced the sales performance of the water producers, there is need for adequate mix of the strategies. It was further recommended that the water producers should delight the customers, pursue just-in-time delivery, practice segmentation of delivery, institute effective promotion beyond personal selling, and provide loyalty scheme to their customers for sustainable sales performance.