ABSTRACT
Marketing decision making has become substantially more complex over the years compared to the previous years, there are now many more marketing vehicles available to deliver messages, but at the same time consumer’s attention is being split between even more sources of information and entertainment as well. It became pertinent to carry out a study on the impact of effective marketing strategy on sales volume in supermarkets. This study adopts descriptive survey research design using adapted questionnaire as the prime instrument for data collection from a sample size of fifty workers from Fontana Pharmacy and Supermarket Stores. Census sampling techniques was used to draw the sample size. Findings from the study revealed that there was statistically significant relationship between marketing strategies and sales volume. It was concluded that the marketing strategies adopted by supermarkets has a significant relationship with their improvement in sales. Among other recommendations is that supermarkets should improve more in their marketing innovations in order to tickle their innovations toward the attainment of better opportunities.
TABLE OF CONTENTS
CHAPTER ONE: Introduction
1.1 Background of the study
1.2 Statement of Problem
1.3 Objective of Study
1.4 Research Question
1.5 Research Hypothesis
1.6 Significance of the Study
1.7 Scope of the Study
1.8 Limitations of the Study
1.9 Plan of the Study
CHAPTER TWO: Literature Review
2.1 Conceptual Review
2.1.1 Overview of Marketing Strategies
2.1.2 Impact of Marketing Strategy on Performance
2.2 Theoretical Review
2.2.1 Transaction Utility Theory
2.2.2 The Contingency Theory in Management
2.3 Empirical Review
CHAPTER THREE: Research Methodology
3.1 Research Design
3.2 Population of the Study
3.3 Sample and Sampling Techniques
3.4 Research Instrument
3.5 Procedure of Administration of Instrument
3.6 Method of Data Analysis
CHAPTER FOUR: Data Analysis and Interpretation of Results
4.1 Demographic Characteristics of Respondents
4.2 Analysis of Questionnaire items
4.3 Testing of Hypothesis
CHAPTER FIVE: Summary of Findings, Conclusion and Recommendations
5.1 Summary of Findings
5.2 Conclusion
5.3 Recommendations
References
APPENDIX: QUESTIONNAIRE
