The Effect of Marketing Strategy on Sales Performance in The Case of National Alcohol and Liquor Factory in Addis Ababa

Abstract

The major objective of the research was to examine the effect of product, price, promotion, and place strategy that influence the sales performance of NALF in Addis Ababa. The research adopted descriptive and explanatory research design and used quantitative approach. Hence, the primary data was collected through questionnaires. Besides, secondary data was gathered from relevant documents. The data received from the respondents were edited, coded, and analyzed using IBM SPSS statistics 23 Computer Software. Quantitative data output were presented in the form of descriptive statistics using mean, and standard deviation, frequency and frequency distribution, valid and cumulative percentage for each of the variables used in the study. Correlation and multiple linear regression analysis techniques were also be used measure the relationship and predicting between the independent and dependent variables of the study. The result of the study shows that among the four independent variables: product, promotion, place strategy have very strong correlation and positive significant impact of predicting sales performance. However, price strategy has very weak correlation and insignificant to predict sales performance. Generally, the researcher recommended that NALF marketing managers should improve the overall product, price, promotion, and distribution strategy so as to increase sales performance.