ABSTRACT This study is on Assessing the Impact of Effective Marketing Mix on sales performance of Bajabure Industrial Complex Yola, Adamawa State the study use chi-square to test the hypothesis designed in chapter one in which the study revealed that There is a significant relationship between marketing mix and sales performance which clearly shows that marketing mix impact positively on sales performance through consumer awareness which increases sales and also leads to market penetration. There is a significant relationship between marketing mix and consumer habit which result revealed that marketing mix positively impact on the consumer habit towards the company products and loyalty towards the company. Also Challenges faced In Bajabure Industrial Complex in using the various marketing mix include securing budget for marketing, poor knowledge of marketing by staff, and also targeting contents for its population. Base on the findings revealed in chapter four above, the researcher wishes to make the following recommendations. For the fact that there is significant relationship between marketing mix and sales performance, Bajabure Industrial Complex has to increase its standard on marketing mix in order to increase its sales performance in the company. There is need for Bajabure Industrial Complex to put more effort and mind on the 4ps of marketing and properly select them and mix right proportion in order to enhance product or service and make it attractive to the customers. Bajabure Industrial Complex should emphasize more on the promotional strategy of marketing mix because their product are not well recognized which will lead to poor market share. They should embark on advertisement and publicity as well. Bajabure Industrial complex should recruit and or train staff on the contemporary knowledge of marketing mix to avoid the Challenges poor knowledge of marketing by staff, and also targeting contents for its population.

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Marketing is a function of an organization with distinct process that

create, communicate and ensure that they deliver value for the customers and

to manage the customer relationship in a way which is vital for the

organization as well as the stakeholders (Walker, 2010). Past scholars have

examined the concept of marketing, the findings indicated that it is not on

finding of customers that are willing to buy the products or services but

rather to provide products and services to customers based on their needs

and wants (Kasper, Helsdingen, &Vries, 2012).

The concept of marketing mix has historically underline a number of

developments. The initial concepts is the production concept where

managers in production placed more focus on increased efficiency in

production, the low costs and also mass distribution (Palmer 2011). Then

came the product concept, which states that the consumers often favor he

product offering that is highly innovative (Lovelock, 2011). Then there was

the selling concept period. Due to entrance of competition, organization

emphasized on selling their products to customers. Communications,

advertising and also branding got more vital since firms required to sell more

than competitors. Marketing aims at identifying customer needs and

producing products which meet those needs, hence the market became

customer oriented. In the 21st century, a holistic marketing concept came

into play, which is based on development, design, and implementation of

marketing programes, processes and activities that recognize their breadth

and interdependencies (Kotler, 2013).

Palmer (2011) notes that marketing mix strategy is a major concept in

marketing. Over the recent years, the major version of such concept which is

associated to the 4 P’s (product, price, promotion and place), has been

criticized from the fact that wide range of marketing mix strategies have

been proposed for the different marketing contexts. It can be noted that

services differ from the products due to the characteristic, nature of the

services, intangibility, inseparability, heterogeneity and also perishability.

Gronroos (2010) improved on the early version of marketing mix for the

services from the 4Ps to the 7Ps. The additional 3Ps are people, physical and

processes.

Organizational performance is the degree to which firm meet their

preset objectives. It is a measure of attractiveness of a firm. Balanced score

card evaluates the performance of firms in relation to the finances, the

customers, motivation and also learning as well as internal efficiency

(Wongrassamee, Armstrong, Berry, 2013). The triple bottom line constitutes

of the societal interests. It relies on the idea that organizations need to

measure their performance from the aspect of economic, environmental or

the social added value. It is effective in terms of their ability in creating

awareness on the performance of a firm on the eyes of the managers as well

as helping in improving the level of accountability for the firms. Firms need

to adopt the shared value as an approach to offer encouragement to create

more profits and improved social benefits (Riordan, Macharia, and Baker,

2012).

In marketing concept, the significance of measurement becomes more

critical when planning marketing budgets, especially for marketing

communication. Ragema (2009) argues that recent research has introduced

the concept of advertising: turnover ratio. The ratio measures the efficiency

and effectiveness of a firm in converting its advertising expenditure into

brand value. There are five tools for measuring marketing performance.

These include sales analysis, market share analysis, marketing expense to

sales analysis, financial analysis and customer attitude tracking studies. This

study examines the impact of the various marketing mix dimensions on sales

performance of Bajabure Industrial Complex.

1.2 Statement of the problem

Marketing mix strategies are anchored to the 4P's (product, price,

promotion and place) in product marketing, and three further P's for service

marketing (people, processes and physical evidence) (Lovelock, 2011). The

right marketing mix strategies enable organizations to pursue their marketing

objectives in the target markets and hence leads to achieve the organizational

objectives at management level. Application of the right marketing mix

ensures provision of the right product, at the right price, in the right place

thus, ensures that resources are efficiently and effectively utilized.

Utilization of technology in promotions, pricing, distribution and innovation

or product development ensures a match of products to customer needs

Yasanallah and Vahid (2012) studied the Status of Marketing Mix

(7Ps) in Consumer Cooperatives at Ilam Province in Iran. The research drew,

seven hypotheses which were tested by one sample t-test. As a result,

hypotheses on price, location, promotion, product, operation management

and physical assets which show lower than average status of these elements

were confirmed.

Some researches has been carried out in this field with similar aim,

this include Horner (2011) who did a descriptive study of the Marketing Mix

Strategies Utilized by North American Christian Schools. His study

established that successful marketing operations were identified and word of

mouth advertising efforts were found to be the most successful among

respondents. Huang, Kotler, & Armstrong, (2013) did a study on factors

influencing the Formulation of Effective Marketing Strategies of Chinese

Businesses Operating in Jordan. The study revealed that there is no

significant effect of broad environmental factors and task environmental

factors on marketing Performance. These studies fail to explicitly show how

Marketing Mix Strategies influences organization performance. And the

study was conducted in geographical location not related to Adamawa State

which may vary from the present location and present state of activities.

Therefore, the gap the researcher wishes to cover is to examine the impact of

marketing mix elements on sales performance in Bajabure Industrial

Complex Yola, Adamawa State.

1.3 Research Questions

The following were the proposed research questions for the study:

i. What are the various marketing mix elements used in Bajabure Industrial

Complex Yola, Adamawa State.?

ii. To what extent does the various marketing mix used in Bajabure

Industrial Complex impact on the sales performance of the company?

iii. What is the relationship between marketing mix elements and customer

attitude in Bajabure Industrial Complex Yola, Adamawa State.?

iv. What are the challenges faced In Bajabure Industrial Complex in using

the various marketing mix strategies?

1.4 Research Objectives

The main objective of this study is to assess the impact of effective

marketing mix on sales performance of Bajabure Industrial Complex Yola,

Adamawa state. While the specific objectives include;

i. To identify the various marketing mix elements used in Bajabure

Industrial Complex Yola, Adamawa State.

ii. To examine the extent to which the various marketing mix elements used

impacted on the performance of the company.

iii. Examine the relationship between marketing mix and customer attitude.

iv. To evaluate the challenges faced in Bajabure Industrial Complex in

using the various marketing mix elements.

1.5 Research Hypothesis

H01: There is no significant relationship between marketing mix elements

implemented and sales performance of Bajabure Industrial Complex

Yola, Adamawa State.

H02: There is no significant relationship between marketing mix elements

and customer attitude of Bajabure Industrial Complex Yola, Adamawa

State.

1.6 Significance of the Study

In addition, the findings of this study will offer vital information to the

decision makers of Bajabure Industrial Complex on the marketing mix

elements used by the firm due to the changes in the macro environment, this

will be through the findings revealed from the respondents on how they

perceive marketing, which will guide the firms marketing concept.

Furthermore, to the larger environment, Managers will make use of

the findings as a reference when formulating marketing objectives in order

to improve their organizational performance in various companies.

To the academia, this study will form the basis for future studies.

There is limited empirical investigation on the effectiveness of marketing

mix strategies on the performance of firms. This provides a good ground for

the academicians to investigate the research gaps in this area.

The student researcher will also benefit immensely from this research

work, she will benefit through fulfilment the requirement for the award of

Higher National Diploma in Business administration after the completion

and submission to the department.

1.7 Scope of the Study

This study is on the impact of effective marketing mix on

organizational performance and the study will cover only Bajabure Industrial

Complex located in Jimeta of Yola North local government area as its study

area in order to achieve an efficient study and will cover from 2010 to 2019.

1.8 Definition of Terms

Marketing mix: Marketing mix refers to the set of actions, or tactics, that a

company uses to promote its brand or product in the market. The 4Ps make

up a typical marketing mix - Price, Product, Promotion and Place. 

Organization: an organized group of people with a particular purpose, such

as a business or government department.

Performance: The accomplishment of a given task measured against preset

known standards of accuracy, completeness, cost, and speed. In a

contract, performance is deemed to be the fulfillment of an obligation, in a

manner that releases the performer from all liabilities under the contract.

CHAPTER TWO

LITERATURE REVIEW

2.1 Introduction

This chapter will review literatures related to this research work by

presenting the conceptual review in which the concept of entrepreneur will

be discussed its evolution, theoretical framework and empirical review.

2.1.1 Concept of Marketing

According to Kyckling, (2010) marketing as defined by AMA is the

performance of business activities that direct the flow of goods and services

from producers to consumers”. This reflects that traditionally marketing

was viewed as moving things from one place to another. Marketing has

inherited this focus on exchange from economics, where dominant logic was

based on the exchange of goods that normally were manufactured output

(Kyckling, 2010). According to Kyckling in the 1950s and 1960s marketing

was often seen just as an extension to sales department. The technological

changes were slower at that time and that structure was probably viewed as

appropriate for the environment. On the other hand, Kyckling (2010) it was

emphasized that marketing should give more than regular input for the

company instead of thinking that the success is brought by being in a growth

industry and that way trusting the existing position. Thus the role of

marketing in the company and its position, whether it should be a standalone

department or under the sales department has brought discussions over the

years. Kyckling (2010) posits that in 1960 a widely accepted classification

of the marketing mix was made, consisting of price, product, place and

promotion. Promotion included advertising, personal selling, publicity and

sale promotion. It is one of the basic ideas of marketing. Later there have

also been extensions of the traditional 4 P’s model. (Webster 2005) When

marketing is seen as the 4 P model, it means that marketing is seen as purely

operational. Because of the wide acceptance of 4 P marketing model, it still

affects how marketing can be seen only as operational, especially in real

business environment. Thus, tactical view of marketing is rooted in this

concept and even though marketing practice has evolved since 1950’s, this

concept is still relevant in both practice and research (Webster 2005).

The concept of marketing today is associated to a number of

developments in history of marketing. The initial concepts is the production

concept where managers in production placed more focus on increased

efficiency in production, the low costs and also mass distribution (Palmer

2011). Then came the product concept, which states that the consumers often

favor he product offering that is highly innovative (Lovelock, 2011). Then

there was the selling concept period. Due to entrance of competition,

organization emphasized on selling their products to customers.

Communications, advertising and also branding got more vital since firms

required to sell more than competitors. Later the marketing concept came

into place which is customer centered. Its aims at identifying customer needs

and producing products which meet those needs, hence the market became

customer oriented. In the 21st century, a holistic marketing concept came

into play, which is based on development, design, and implementation of

marketing programes, processes and activities that recognize their breadth

and interdependencies (Kotler, 2013).

Marketing is constantly being perceived to be important in the

performance of any organization. It is the bridge between production and

consumption of goods and services. Marketing forms the vital link between

customer needs and the means of satisfying them. In the 21st century,it

involves doing research to learn what people want; creating products that

people want; pricing them competitively and making it easy for people to

buy. This entails efficiently planning and executing the conception,

distribution, promotion and pricing of goods services, and ideas; and

creating exchanges that satisfy individual consumer and organizational

customers’ objectives (Baker, 2012).

2.2 Marketing Mix

The American Marketing Association AMA, (2010) defines marketing mix

as a mix of controllable marketing variables (tactics) available to managers.

A marketing mix model relates some measure of marketing performance

such as sales or market share to variables that describe the brand or

product’s marketing mix. The marketing mix strategies are anchored on

these 4Ps, which defines the direction of marketing efforts in order to create

a competitive advantage. The concept of marketing mix strategy therefore

involves a deliberate and careful choice of strategies and policies for

organization Product, Price, Promotion and Place, as well as the additional

3ps for services namely People , Physical and Processes. All the elements

must be properly selected and mixed in right proportions in order to enhance

product or service and make it attractive to the customer. Marketing mix

elements can either be standardized or differentiated. A standardized

marketing mix involves developing a standard product or service and

marketing it across the national border with the same elements of

communication, pricing and distribution strategies Amirhosein P., and Zohre D.S. (2013). A differentiated marketing mix on the other hand

involves responding to differences in customer preferences arising out of

cultural, social and religious barriers that divide a nation. The importance of

these strategies is critical to a firm, as it outlines the means of achieving the

organizational objectives. To achieve the objectives, the mix has to be

constantly reviewed since the external environment is constantly changing. It

can also change due to change in customer preferences and taste, change in

lifestyle, innovation and technology. Marketing mix strategies in an

organization are critical for its success and therefore the need to be

formulated Hunter, G.K. and W.D. Perreault Jr, 2007. They anchors

the target customer to the macro environment, including competition. They

varies from one organization to another, according to their internal

environment, resources position of the firm marketing objectives,

organization structure and information systems.

2.3 Marketing mix elements (4P’s of Marketing Mix)

Product

Lamb K., Narayanan, S., R. Desiraju and P.K. Chintagunta (2009)

divided product into two parts, namely business and customer product. A

product can be a good or as service. When considering products as an

element of marketing mix other issues such as brand, packaging and quality

are very important. A firm must adopt strategies to increase demand for its

products and services to sustain its market share and succeed in the market

place.

Nakuru Tow, (2010) using model studies of Chinese firms in

Hongkong found a significant correlation between performance of the

product and reputation of companies or brand. Quality characteristics of a

product include information regarding usage, importance of product to

different customers and its ability to make a difference. The relationship is

positive between brand, quality and design. Similar to advertising, product

activity (e.g., innovations, changes in form, etc) enhances a brand’s

perceived quality, increases purchase likelihood and builds equity (Berger,

Draganska, and Simonson 2007).

Price

According to (Nakuru, 2010; Kevin, 2007) argued that in general,

customers always went a reasonable price in buying a product or services.

The price must however show value of the product for the customer to

remain loyal. The bottom-line is how much a customer pays to obtain a

product and that amount determines the value that the customer expects in

return which at the same time determines the revenue of the organization,

the level of profit and the survival of the organization. Nakuru, (2010)

Charging price has a profound impact on marketing strategy, price elasticity

of the product which then affects demand and sales. Business for High

Awards, Oxford England Heinemann). Marketers are also advised to be

aware of the customer perceived value when setting price for the product.

Pricing strategies are: market skimming, market penetration and neutral

pricing. Reference value and differential value must be taken into account.

Pricing include: discount, allowance and credit. Research indicates that

there is a positive relation between suitable prices with customer loyalty.

(Martin, Ponder and Lueg, 2008). (Armstrong and Kotler, 2000) A suitable

price is one that will cover the costs (fixed and variable) and leave the

proprietor with a reasonable profit. Although according to the literature the

price is very important factor for both consumers and business

organizations, quality is also considered in these companies in Mogadishu

rather that the price. Consumers expect product that meet or even exceed

their expectations and solve their needs and wants.

As cited in GbolagadeAdewale, (2013) Discounting policies are

typically found to decrease price elasticity (make them more negative) by

focusing consumers' attention to price-oriented cues. According to (Isaboke,

2009) most companies follow the strategy of matching competitor prices

more often than price skimming strategy. Price skimming is a pricing

strategy in which a marketer sets a relatively high price for a product or

service at first, and then lowers the price over time.

Promotion

Promotion involves a variety of activities undertaken by a firm to

communicate the merits of its products and to persuade target consumes to

purchase it. (Nasirundin, 2011) It includes activities like advertising, sales

promotion, personal selling and publicity. Promotion activities include

discounts, after sales services like installing, giving customers instruction

on how to use products and etc. According to Nakuru, (2010) Brand-

oriented advertising (e.g., non-price advertising) strengthens brand image,

causes greater awareness, differentiates products and builds brand equity.

The purpose of promotion is to communicate benefits of using a

product or service so that more customers are attracted to buy (Lamb et al,

2009). It has been applied in order to remind users about the product and to

increase product demand. (Jager, 2007) Each product or service requires a

unique mix of promotional activities to yield maximum effect. Therefore,

each seller must tailor product promotion to suit the product and the market

segment. Some users are attracted to product characteristics while others are

attracted to discount price (Jager, 2007). Other studies however, have

recommended an integrated marketing communication (IMC) as a more

effective method of promotion. This includes a mix of promotional

elements like advertising, public relation, merchandise promotion and

personal selling. (Boone and Kurte, 2007)

Place

Business organizations need to decide where their location will be and

it has a significant impact on the distribution of the products that the firm

offers. Consumer would be satisfied if products are made available at the

right time, in the right place and in the right quantity. (Hashin, 2011).

Distribution breadth (the percent of distribution that carries a brand) can

affect brand performance, but as with product, theoretical and empirical

evidence for these effects are limited. Increases in the breadth of

distribution lead to higher base sales as the wider availability facilitates

consumers’ ability to find the brand (Bronnenberg, Mahajan, and

Vanhonacker 2000). As cited in (Koske, Effects of 4ps Marketing Mix on

Sales Performance of Automotive Fuels of Selected Service Stations in

Nakuru Tow, 2010) A recent study by Ataman, Mela, and Van Heerde

(2008) showed that distribution plays a central role in building new brands.

Product innovation is also likely to have considerable effects as it is a core

source of differential advantage. Wairachu (2000) indicated the need of

companies to ensure accessibility of their products and services by

establishment of convenience stores to ensure convenience and ease. Ease

of accessibility of products and services ensures customers are flexible and

perceives the purchase as easy. This wholesomely affects sales and in turn

the market shares of the company (Isaboke, 2009).

According to the literature the location has a significant effect on sales

performance. If the location is convenient and customers can access the

location easily it increases the sales and after that profit margin of the

company increases. Kevin et al (2009) posited that customers benefit from a

well-managed and effective distribution network. As cited in study by

(Koske, Effects of 4ps Marketing Mix on Sales Performance of Automotive

Fuels of Selected Service Stations in Nakuru Tow, 2010) research by

Ferdons and Towfique (2008) indicated a significant relationship between

distribution (place) and customer satisfaction. However, other studies (Sin,

2000) stated that there was no significant correlation between performances

of companies with distribution channels. According to the previous studies

on location this study assumes there is a positive relationship between

location and sales performance.

2.4 Measurement of marketing mix effectiveness

A number of methodologies are used in measuring the effectiveness of

the marketing mix elements in an organization. They include the shareholder

based financial performance, the balanced score card and also triple bottom

line. Much of the performance in the literature on business and economics

has concentrated on financial returns, the return on investment, economic

returns or the shareholder returns, (E. Jerome McCarthy, 2006). Offering the

maximum possible return to the shareholders is the major role of the

managers. Balanced score card evaluates the performance of firms in

relation to the finances, the customers, motivation and also learning as well

as internal efficiency. The triple bottom line constitutes of the societal

interests. It relies on the idea that organizations need to measure their

performance from the aspect of economic, environmental or the social added

value (Akpobo, 2010). It is effective in terms of their ability in creating

awareness on the performance of a firm on the eyes of the managers as well

as helping in improving the level of accountability for the firms. Firms need

to adopt the shared value as an approach to offer encouragement to create

more profits and improved social benefits. Balanced score card and the triple

line are often a multifaceted approach on the organizational performance

since they are not only concerned with the financial figures but also on the

other aspects that offer a healthier and a critical approach to measuring

financial performance (Akpobo, 2010).

2.5 Sales performance

Sales performance is the measurement of the number of sales that an

employee makes for a business. It helps more people hit quota more often by

focusing on tools and processes to help the individual sales and channel

personnel. Sales Performance is also defined as the process of overseeing

and training employees to advance their sales skills, processes, and results.

Making sure your sellers are motivated, trained and are in the right territories

is critical to your success and every company should be focused on doing

just that, (Koske, 2010).

Effective sales management starts with clearly defined sales

performance goals. Translating an organization’s business objective into

daily activities and tasks is the process side of performance management.

Without clearly defined performance goals, you cannot determine if it is the

person or the process that must be coached or changed. In this context, you

will define the results that you need from your salespeople, and the activities

they need to maintain, in order to create the most productive possible

relationship with your associates. Sales Performance marries the traditional

discipline of sales management with a more rigorous, focused and metrics-

driven approach to optimize resources and improve sales performance.

Ultimately, this leads to generating repeatable and predictable revenue(Ellis,

2005).

  Basically, Sales Performance is focused on improving the

performance of your sales organization and your sales team’s effectiveness

as well as efficiency. It increases productivity, streamlines sales processes

and drives desired sales behaviors to achieve the best results (Akimova,

2000).

2.6 Marketing Mix and Sales Performance Without sales and marketing working to produce revenue, the firm

ceases to exist. Yet, given the magnitude of what’s at stake, these two

functions are often at odds with one another to the detriment of performance.

(al R. e.). Sales and marketing have been in different departments since the

beginning of business, but we question is this the most effective way to

succeed? With the latest technologies, including sales force and marketing

automation, the gap between sales and marketing is decreasing every day.

When the two functions come together, communication barriers are broken

and ultimately if done correctly, revenues increase. (Greenrobe.com 2019).

Even though marketing and sales are two very different functions

within a company, one cannot survive without the other. Both bring different

assets to an organization as a whole. The inherent connection between the

two lies in the fact that they share a similar goal: increasing revenue

(Greenrobe.com 2019). Marketers generate leads and sales executives close

the deal. Both sales professionals and marketers, however, need to work in

order to nurture their leads. Because they share this mutual objective, the

means in which they accomplish this should complement each other,

(Pendharkar, 2011).

According to (Greenrobe.com, 2019) the data collected lets sales

people know what their contacts are most interested in by viewing their

actions and behaviors. Automation, signup forms, etc. simplify the sales

process and shorten the cycle, while providing powerful analytics letting

them know what is working and what’s not. Integrated software, like

GreenRope, offers sales and marketing teams a deep view of the customer,

allowing both to nurture them before they even know it is happening.

Marketing and sales alignment is key to any successful organization. By

developing a common vocabulary and establishing respect and trust between

sales and marketing teams benefits the company as a whole. Each

department must understand what the other is doing while fostering open

communication, resulting in common agendas. (Greenrobe.com, 2019).

The most efficient way to build this relationship is by building

common ground, which may depend on establishing shared definitions on

what constitutes a lead, what metrics should be used, etc. Having a mutual

understanding on how each effort affects the overall acquisition process

ensures that all parties are kept accountable. For example, marketing needs

to make sure that sale is following up with the leads that come in, whereas

sales wants to make sure that the leads coming in are sales ready.

(Greenrobe.com, 2019). According to the literature there is significant

relationship between marketing and sales, if the relationship is improved the

performance of each variable improves which in return improves the overall

performance of the company. Also according to the literature all marketing

efforts; marketing strategies, and the 4p’s of marketing seemed to have

effect on performance. For the context of this study these variables haven’t

got sufficient attention, this study fills the gap and presents how these

marketing efforts affect the sales performance at some selected companies in

Mogadishu.

2.7 Theoretical FrameworkThe study adopts two relevant theories, namely; resource based theory

and competence based theory

2.7.1 Resource Based Theory

The resource based theory defines how effective and efficient use of

the resources of a firm are essential towards creating a sustainable

competitive advantage. According to Porter (2011), the theory places

emphasis on the resources of a firm as a determinant on the competitiveness

of firms in the industry. The theory has moved through different changes

over the past decade by various scholars for instance by use of terms such as

resources, capabilities, assets or the competences in description of the factors

which have an effect on the competitiveness of a firm. The resources of a

firm are placed into physical capital resources, human capital and the

organizational capital resources. Fiol (2011) remarks that both the skills and

resources and the way firms use them must constantly change, the leading

creation of continuously changing temporary advantage. This suggests that it

is the way resources are configured and not the capabilities as such that is

the source of competitive advantage. The resource-based view of the firm

predicts that certain types of resources owned and controlled by firms have

the potential and promise to generate competitive advantage and eventually

superior firm performance ( Ainuddin et al., 2012).

2.7.2 Competence based theory.

Competence based theory is defined as an approach to managing

business in a given way. On this approach, the business is an open system

which interact with the environment to obtain given resources and to

improve their outputs. Based on this theory, the capacity of a firm is

developed on the core competences which cannot be acquired by the

competitors and also create more profits which provide the basis for firm

performance (Prescott, 2011).

In the present dynamic business environment, the competitive position

of a firm is challenged constantly by the growth of new technologies,

products, the markets as well as competitors. On the other hand, flexibility

and adaptability have formed major concepts of management in developing

sustained competitive advantage ( Whetton, 2011). Competence based

theory provides the foundation for firm competitiveness. It is one of the

main studied theories pertaining to the influence of the strategies of a firm to

improving its performance. This theory, hence has a major role to play on

evaluating the competitiveness of a firm and its sales that fit on the

perception of the customers to improve their general performance in the

market (Lovelock, 2011). Thus this theory aligns to a firm’s ability to

examine the dynamic business environment and develop strategies for

survival.

This study was based on two theories, that is, resource-based theory

and Competence based strategy theory. Resource based theory, the resources

of a firm are major determinants of how competitive they are as well as their

performance.It adopts two main assumptions in evaluation of the sources of

firm competitiveness. One is the assumption on the model that the firms in

an industry are likely to be heterogenous in respect to the kind of resources

within their control (Porter, 2008). In addition, it assumes that the level of

resource heterogeneity is likely to persist over a long period .The uniqueness

of resources is a great contributor to firm competitivenes. Competence based

strategy theory that builds on structure-conduct-performance on the

industrial organization economics.

The role of such paradigm is that it talks more on the competitiveness

of a firm in an industry which relies on its characteristics (Prescott, 2011).

Based on this theory, firm profits are not bound to the firm but rather to

industry structure, nature and also balance of the forces of competition.

The Kenol Kobil Ltd. Group is among Africa’s fastest growing

indigenous oil marketing conglomerate with an expansive investment

portfolio spanning the entire Eastern, Central and Southern parts of the

African continent.The company’s strive to keep abreast with the latest

technologies. It is a company that is well known for its innovative products

and services and is among Kenya’s leading indigenous oil marketing

company with an expansive business presence in the country. Kenol Kobil

Ltd. Kenya is the seed bed from which the now pan-African Kenol Kobil

Ltd. Group sprouted over 50 years ago and in recognition of its central role,

the Group Head Office is hosted in Nairobi, Kenya.

2.8 Empirical Review

Maina, (2016) conducted a study on the effectiveness of marketing

mix strategies on performance of kenol kobil limited the study shows that

the right marketing mix strategies enable organizations to pursue their

marketing objectives in the target markets and therefore achieve the

organizational objectives. Application of the right marketing mix also

ensures provision of the right product, at the right price, in the right place

thus, ensures that resources are efficiently and effectively utilized. The study

sought to determine marketing mix strategies applied by Kenol Kobil Ltd.

and to determine the relationship between the marketing mix strategies and

performance of Kenol Kobil Ltd. The study cocludes that Kenol Kobil Ltd.

offers variety of products and services which are specific to the demands and

tastes of specific customers. They include petroleum products such as

aviation fuels, motor fuels, and liquefied petroleum gas, lubricants, industrial

oils and other specialist oils. The study concludes that in terms of prices, the

Kenol Kobil Ltd. normally posts same prices in the retail segment. The study

also concludes that Kenol Kobil Ltd. uses three distribution strategies

whereby, products for commercial activities are directly supplied to the

customers, products. Moreover, the study concludes that Kenol Kobil Ltd.

uses Integrated marketing communications strategy as its major Promotion

concept which is designed to make all aspects of marketing communication

such as advertising. The study recommends that the marketing mix strategies

adopted by Kenol Kobil Ltd. should be more emphasised in order to have

greater infuence on performance.

Mukorombindo (2014) researched on the impact of direct marketing

on sales performance at seed potato co-op. Findings revealed that there was

a weak relationship between direct marketing, and sales performance. This is

due to lack of formal marketing plan, lack of customer data base lack of

market budget and poor communication. It was recommended that the

company should use several direct marketing strategies. Afande (2015)

conducted a research on effect of promotional mix elements on sales volume

of financial institutions in Kenya at Kenya Post Office Savings Bank. It was

revealed that sales promotion has the most effect on sales volume followed

by personal selling, public relation then direct marketing which had the least

effect on sales marketing.

Hiroki and Ashok (2011) conducted a research on use of direct

marketing strategies by farmers and their impact on farm business income.

Findings revealed that direct marketing does not have an impact on farm

business income. Chiang, Chhajed and Hess (2003) researched on direct

marketing, indirect profits. It was revealed that use of direct marketing

increases the flow of profit through retailers and it also helps manufacturers

improve their profitability. However, a researched done by Arnold and Tapp

(2001) on research on the effects of direct marketing techniques on

performance indicated that direct marketing has an effect on performance.

Aliata et al (2012) conducted a research on influence of promotional

strategies on banks performance. Descriptive research was conducted.

Simple random sampling technique was used to select 88% of bank

branches. Questionnaires were used to collect data. It was revealed that there

was a positive relationship between promotional strategies; direct marketing,

sales promotion, personal selling, advertising and viral marketing on

expenditure and bank performance.

Amirhosein and Zohre (2013) also researched on The Effect of

Marketing Strategy on Sales Performance: The Moderating Effects of

Internal and External Environment, they put specific emphasis on how

marketing strategy affect sales performance as for internal and external

environment. The aim of their study was to identify performance

implications of marketing strategy and moderating effects of

transformational leadership, demand uncertainty and competitive intensity

on sales performance. The study is a mixed research that combines

qualitative and quantitative methods. The population entails sales and

marketing managers of companies in food industries that are members of

Tehran stock exchange. The sample size in qualitative and quantitative study

was 23 and 66 respectively. Analyses of survey and secondary data provide

evidence that marketing strategy has a positive and meaningful relationship

on sales performance while transformational leadership and competitive

intensity were found to exert moderating effects on this relationship.

2.9 Summary of Literature Review

The above literature reviewed the study of Maina, (2016) who

conducted a study on the effectiveness of marketing mix strategies on

performance of kenol kobil limited the study shows that the right marketing

mix strategies enable organizations to pursue their marketing objectives in

the target markets and therefore achieve the organizational objectives. Also

the study of Mukorombindo (2014) was reviewed who researched on the

impact of direct marketing on sales performance at seed potato co-op and his

findings were that there was a weak relationship between direct marketing,

and sales performance. This is due to lack of formal marketing plan, lack of

customer data base lack of market budget and poor communication. Also,

the review included the work of Afande (2015) who conducted a research on

effect of promotional mix elements on sales volume of financial institutions

in Kenya at Kenya Post Office Savings Bank and was revealed that sales

promotion has the most effect on sales volume followed by personal selling,

public relation then direct marketing which had the least effect on sales

marketing. The review was further done on the work of Hiroki and Ashok

(2011) who conducted a research on use of direct marketing strategies by

farmers and their impact on farm business income. And found out that direct

marketing does not have an impact on farm business income.

Other reviews were conducted but this study still remains unique

because the study area of the past researches were not in Nigeria, which is

still a gap for a study from this other side of the world, furthermore the

timeframe by which the study was conducted is outdated and changes occurs

daily. Therefore, with a different method of data analysis, and geographical

area the researcher saw that marketing mix needs to be assess in

organizations considering the impact.

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Introduction This chapter will present the methodology adopted in analyzing data

that was collected from the respondents and specify the sample size,

population of the study as well as the method of data analysis.

3.2 Research Design

Research design is a framework that is used by researchers to conduct

research. The framework includes the procedures necessary for obtaining the

data needed to answer research questions or test hypothesis. This study used

a descriptive research design. According to Sekaran and Bougie (2013),

descriptive research is a design used to answer the what, how and why.

Descriptive design was appropriate for this study because it enabled

collection of data by measurement of central tendency, variation and

correlation.

3.3 Population of the study

The target population for this study is the entire staff of Bajabure

Industrial Complex and its customers. The staff of the company is 120, and

the researcher takes a cross section of customer of 115 study. Therefore, the

study population stood at 258 people.

3.4 Sample Size and Sampling Techniques

The sample size for this research work is 148 staff and customers of

Bajabure Industrial Company. This was determined by the use of the sample

technique formulated by Yamani (1976) formula for sample size

determinant. The computation formula for the sample size is n= N1+N ¿¿

where: n = sample size, N = entire population of the study, a = level of

significant or margin of error.

Therefore, the sample size is computed as:

n= 2351+235 ¿¿ .

Therefore, the sample size for this study is 148 customers and staff of

Bajabure Industrial Complex, Adamawa State; therefore, a total of 148 is

identified as the sample for this study. Furthermore, simple random sampling

technique will be adopted to get the 148 respondents from both the

customers and staff of the company.

3.5 Source of Data Collection

The two fundamental sources of data collection used in this study include

the primary and secondary data source;

Primary Data Source: These are data collected through interview and

questionnaire, in this system of data collection, data are collected through

the use of questionnaire and face to face interview. Primary data are Data

collected by the investigator himself/ herself for a specific purpose.

Secondary Data Source: These are data that one collected through other

sources in existing literature. These are data that have already been collected

and readily available from other sources such as previous research.

Therefore, the source of data relied upon is the primary source of data, this is

because the supervisor will collect first hand data from the field using

research questionnaire which will be analyzed in chapter four.

3.6 Instruments of Data Collection

For the purpose of this study, data will be collected through the use of

questionnaire. The questionnaires will be divided into two sections. Section

A will contain questions on bio data of respondents, Section B will contain

the main questions of the area of research topic. Five scale likert weighted

questions form will be used in drawing the need data that assures

respondents and test hypothesis. The specified element of the questions area:

Strongly agreed (SA)

Agreed (A)

Undecided (UD)

Disagreed (D)

Strongly disagreed (SD)

3.7 Method of Data Analysis

The data collected will be analyzed using mean and standard

deviation. As descriptive tool. Chi-squire (X2) test statistics as inferential

tool to test the stated hypothesis. The computations were done using the chi-

square formula which is: X2=∑ ¿¿¿

whereFo = Frequency observed, Fe = Frequency expected. The

decision to reject the null hypothesis (H0) is that if the chi-square calculated

is greater than the critical value of chi-square, otherwise accept (H0) and vice

versa.

The degree of freedom will be calculated thus:

Df = (NR– 1) (NC – 1)

NR: is the number of rows in the response table while NC; is the number of

columns in the response table. The significant level for the test is 95% at the

margin of error of 5% (0.05).

3.8 Validity and Reliability of Instruments

Any research must have capable of achieving what it is supposed to

achieved, in order to measure the validity of achieving that it’s to be,

supplied question technique of gathering data was used. The following steps

are taken further to ensure the validity of information collected from the

respondents. The questions were arranged and designed in such a way that it

can be understood by semi-skilled respondents. The questions were arranged

and designed in such a way that it will avoid wrong information from

respondents. Personal interview was also conducted to ensure the validity of

data. To ensure the reliability of the study, the questionnaire formulated will

be submitted to the research supervisor before administering to the

respondents. The researcher will make use of simple percentage to analyze

the data to arrive at a rational finding, based on the above method; the data

computed will be confirmed to be valid and reliable.

CHAPTER FOURDATA PRESENTATION AND ANALYSIS

4.1 Introduction In this chapter, the data retrieved from the respondents from Bajabure

Industrial Complex will be analyzed using mean and standard deviation then

chi-square for hypothesis testing.

4.2 Questionnaire Response Rate

Base on the questionnaire distributed, responses were returned to the

researcher which are analyzed as bellow;

Table 4.1: Questionnaire Response Rate

Items Frequency Percentage

Questionnaire distributed 148 100%

Questionnaire returned 118 79.7%

Questionnaire not returned/rejected 28 20.3%

Source: Field Survey, 2021

The above table 4.1 shows that the number of questionnaire distributed were

148 which represent the 100% and out of this distributed questionnaire, only

118 representing 79.7% valid questionnaire retrieved from the respondents

the remaining 28 representing 20.3% were not retrieved or rejected from the

analysis.

4.3 Characterization of RespondentsTable 4.2: Gender of RespondentsResponse No. of Respondent Percentage %Male 85 72%Female 33 28%Total 118 100%Source: Field Survey 2021

In the above table, 85 respondents representing 72% were male respondents,

while 33 respondents representing 28% were female.

4.4 Research Results

This section contains the analysis of the responses of the research question

stated by the researcher and the interpretation of data. The research question

are analyzed as follows:

Research question 1: What are the various marketing mix elements used in Bajabure Industrial Complex Yola, Adamawa State.

Table 4.3: Various marketing mix elements used in Bajabure Industrial

Complex Yola, Adamawa StateS/N Items/Statements N ∑fx X

2.5SD

1 Bajabure industrial complex adopts pricing promotion as marketing mix elements.

(118) 452 3.83 1.96

2 Use of distributive channels is adopted as a marketing mix strategy by Bajabure industrial complex

(118) 414 3.51 1.87

3 Bajabure industrial complex engage in sales promotion as a marketing mix elements

(118) 437 3.7 1.92

4 Bajabure industrial complex package, design and brands its product as a means of marketing.

(118) 458 3.88 1.97

Mean of Means 3.73 1.93

Source: Field Survey, 2021

The above table 4.3, item one indicated a mean score of 3.83 with standard

deviation of 1.96 which, this is above the cutoff point/mark of 2.5 therefore

we agree that bajabure industrial complex adopts pricing promotion as

marketing mix elements. Item two of the table revealed a mean score of 3.51

with standard deviation of 1.87 which is also above the cutoff point

revealing an agreement that use of distributive channels is adopted as a

marketing mix strategy by Bajabure industrial complex. Item three of the

table revealed a mean score of 3.7 with standard deviation of 1.92 which is

agreeing to the statement that Bajabure industrial complex engages in sales

promotion as a marketing mix elements. The last item in the table, (item 4)

revealed a mean score of 3.88 with standard deviation of 1.97 which is an

agreement that Bajabure industrial complex package, design and brands its

product as a means of marketing.

Research question 2: To what extent does the various marketing mix used in Bajabure Industrial Complex impact on the sales performance of the company?

Table 4.4: Various marketing mix used in Bajabure Industrial Complex impact on the sales performance of the company

S/N Items/Statements N ∑fx X2.5

SD

1 Product quality has an influence on profitability of a company and leads to market penetration

(118) 453 3.84 1.96

2 Pricing strategy/penetration pricing yields consumer awareness increase sales performance

(118) 433 3.67 1.91

3 Promotional activities on goods and services leads to increase sales performance and greater market share in Bajabure Industrial Complex

(118) 410 3.47 1.86

4 Distribution channels located in urban areas generate more sales than those in rural areas

(118) 456 3.86 1.96

Mean of Means 3.70 1.92

Source: Field survey, 2021

In table 4.4 above, item one of the table revealed a mean score of 3.84 with

standard deiatino of 1.96, it is above the cutoff point of 2.5 therefore we

agree that product quality has an influence on profitability of a company and

leads to market penetration. Item two of the table revealed a mean score of

3.67 with standard deviation of 1.91 which also agrees that Pricing

strategy/penetration pricing yields consumer awareness increase sales

performance. Item three of the table recorded a mean score of 3.47 with

standard deviation of 1.86 which also agrees that promotional activities on

goods and services leads to increase sales performance and greater market

share in Bajabure Industrial Complex. Item four of the table indicated a

mean score of 3.86 with standard deviation of 1.96 which is in agreement

that distribution channel located in Urban areas generate more sales than

those in rural areas.

Research Question 3: What is the relationship between marketing mix

elements and customer attitude in Bajabure Industrial Complex Yola,

Adamawa State.?

Table 4.5: The relationship between marketing mix elements and customer

attitude

S/N Items/Statements N ∑fx X2.5

SD

1 Product quality influences customers buying behavior

(118) 414 3.50 1.87

2 Pricing strategy/penetration pricing attracted more customers

(118) 404 3.42 1.85

3 Use of sales promotion has increased brand loyalty to the customer

(118) 353 2.99 1.73

4 Distribution channel create interest in customers

(118) 429 3.63 1.90

Mean of Means 3.39 1.84 Source: Field Survey, 2021

Table 4.5 above indicated in item one a mean score of 3.50 with standard

deviation of 1.87, it is above the cutoff point therefore it is agreed that

product quality influences customers buying behavior. Item two of the table

reveaed a mean score of 3.42 with standard deviation of 1.85 which is also

in agreement that pricing strategy/penetration pricing attracted ore

customers. Item three of the table revealed a mean score of 2.99 with

standard deviation of 1.73 which is in agreement that use of sales promotion

has increased brand loyalty to the customer. The last item has a mean score

of 3.63 with standard deviation of 1.90 which is in agreement that

distribution channel creates interest in customers.

Research question 4: What are the challenges faced In Bajabure Industrial

Complex in using the various marketing mix strategies

Table 4.6: Challenges faced In Bajabure Industrial Complex in using the

various marketing mix

S/N Items/Statements N ∑fx X2.5

SD

1 Securing budgets for the marketing is a challenge in Bajabure industrial complex.

(118) 353 2.99 1.73

2 Targeting contents for its population is a challenge of marketing mix in Bajabure Industrial Complex.

(118) 414 3.51 1.87

3 Poor knowledge of marketing mix constitute a challenge in Bajabure Idustrial Complex

(118) 456 3.86 1.97

4 Providing the ROI of Your Marketing Activities is a challenge in Bajabure Industrial Complex

(118) 410 3.48 1.86

Mean of Means 3.46 1.86Source: Field Survey 2021

In table 4.6 above, item one displayed a mean score of 2.99 with

standard deviation of 1.73 which is above the cutoff point of 2.5, therefore it

is agreed that securing budgets for the marketing is a challenge in Bajabure

Industrial Complex. Item two of the table recorded a mean score of 3.51

with standard deviation of 1.87 which is also in total agreement that

targeting contnts for its population is a challenge of marketing mix in

Bajabure Industrial complex. The third item in the table revealed a mean

score of 3.86 with standard deviation of 1.97 which is in agreement that poor

knowledge of marketing mix constitutes a challenge in Bajabure industrial

complex. The last item in the table revealed a mean score of 3.48 with

standard deviation of 1.86 which is in agreement that providing the Return

on investment marketing activities is a challenge in Bajabure Industrial

Complex.

Test of research hypothesis

The hypothesis earlier formulated in in this chapter one will be tested by the use of chi-square formula The formula for the test is X2=∑ ¿¿¿

Fo = Frequency observed Fe = Frequency expected

Degree of freedom = Df = (R-1) (C-1)

NR = 4-1 = 3NC = 4-1 = 33 x 3 = 9Reflecting the degree of freedom of (9) to the chi-square table base on the 0.05 level of significance, the chi-square tabulated will be equal to = 16.92. The table is attached to appendix of this work. Decision Rule: when the chi-square calculated is greater than chi-square

tabulated, you reject the null hypothesis otherwise accept.

Test of Hypothesis One: H0: There is no significant relationship between marketing mix and sales performance in Bajabure Industrial Complex. H1: There is a significant relationship between marketing mix and sales

performance in Bajabure Industrial Complex.

Based on table 4.4 Various marketing mix used in Bajabure Industrial Complex impact on the sales performance

Results

ITEMS SA A D SD RT1 104 10 3 1 1182 90 20 6 2 1183 70 40 2 6 1184 108 7 0 3 118CT 372 77 11 12 GT=472Source: Field Survey, 2021,

Fe= RT X CT¿ Where: RT= Row Total, CT = Column total, GT = Grant total

Therefore, X2 Fo Fe Fo-fe (fo-fe)2 ( fo−fe)2

fe104 93 11 121 1.301190 93 -3 9 0.100070 93 -23 529 5.6882108 93 10 100 1.075310 19.25 -9.25 85.5625 4.4520 19.25 0.75 0.5625 0.029240 19.25 20.75 430.5625 22.36697 19.25 -12.25 150.0625 7.79553 2.75 0.25 0.0625 0.02276 2.75 3.25 10.5625 3.84092 2.75 -0.75 0.5625 0.20460 2.75 -2.75 14.0625 5.11361 3 -2 4 1.33332 3 -1 1 0.33336 3 3 9 33 3 0 0 0

X2= 56.6546Source: Field Survey, 2021

Chi square calculated X2 = 56.6546

Chi square tabulated X2 = 16.92

Decision Rule: when the chi-square calculated is greater than chi-square

tabulated, we reject the null hypothesis otherwise accept.

In this case, the chi square X2 calculated is greater than chi square

tabulated, we reject the H0 (null) hypothesis and accept the alternative

hypothesis H1. Which means that there is a significant relationship between

marketing mix eleents implemented and sales performance of Bajabure

Industrial Complex.

Test of Hypothesis Two:

H0: There is no significant relationship between marketing mix and customer’s attitude in Bajabure Industrial Complex. H1: There is a significant relationship between marketing mix and customer’s attitude in Bajabure Industrial Complex.Based on table 4.6 Relationship between marketing mix elements and customer attitude of Bajabure Industrial Complex Yola, Adamawa StateResults ITEMS SA A D SD RT1 85 15 11 7 1182 67 43 7 1 1183 33 57 22 6 1184 88 20 7 3 118CT 273 135 47 17 GT=472Source: Field Survey, 2021

Fe= RT X CT¿ Where: RT= Row Total, CT= Column total, GT= Grant total

Therefore, X2 Fo Fe Fo-fe (fo-fe)2 ( fo−fe)2

fe85 68.25 16.75 280.5625 4.110867 68.25 -1.25 1.5625 0.022933 68.25 -35.25 1242.5625 43.273088 68.25 19.75 390.0625 5.715215 33.75 -18.75 351.5625 10.416643 33.75 9.25 85.5625 2.535157 33.75 23.25 540.5625 16.016720 33.75 -13.75 189.0625 5.601911 11.75 -0.75 0.5625 0.04797 11.75 -4.75 22.5625 1.920222 11.75 10.25 105.0625 8.9414

7 11.75 -4.75 22.5625 1.92027 4.25 2.75 7.5625 1.77941 4.25 -3.25 10.5625 2.48536 4.25 1.75 3.0625 0.72053 4.25 1.25 1.5625 0.3676

X2= 105.8747Source: Field Survey, 2021

Chi square calculated X2 = 105.8747

Chi square tabulated X2 = 16.92

Decision Rule: When the chi-square calculated is greater than chi-square

tabulated, you reject the null hypothesis otherwise accept.

In testing the hypothesis three, the chi square X2 calculated is greater

than chi square tabulated, we reject the H0 (null) hypothesis and accept the

alternative hypothesis H1. Which means There is a significant relationship

between marketing mix elements and customer attitude of Bajabure

Industrial Complex Yola, Adamawa State.

4.5 Research Findings i. The various marketing mix elements used in Bajabure Industrial

Complex Yola, Adamawa State include pricing promotion,

distributive channel, sales promotion and packaging and brand

designs.

ii. There is a significant relationship between marketing mix and sales

performance which clearly shows that marketing mix impact

positively on sales performance through consumer awareness which

increases sales and also leads to market penetration.

iii. There is a significant relationship between marketing mix and

consumer habit which result revealed that marketing mix positively

impact on the consumer habit towards the company products and

loyalty towards the company.

iv. Challenges faced In Bajabure Industrial Complex in using the various

marketing mix include securing budget for marketing, poor knowledge

of marketing by staff, and also targeting contents for its population.

4.6 Discussion of Findings This study is focused on impact of marketing mix on organizational

performance in BIC, based on the findings discovered above, we realized

that marketing mix has a lot of impact on organizational performance. The

study aimed at identify the various marketing mix elements used in Bajabure

Industrial Complex Yola, Adamawa State and findings reveal that the

various marketing mix elements used in Bajabure Industrial Complex Yola,

Adamawa State include pricing promotion, distributive channel, sales

promotion and packaging and brand designs. Secondly the study aimed at

assessing the relationship between marketing mix and sales performance and

the findings revealed that There is a significant relationship between

marketing mix and sales performance which clearly shows that marketing

mix impact positively on sales performance through consumer awareness

which increases sales and also leads to market penetration.

Furthermore, the study sought to examine the relationship between

marketing mix and customer attitude and the findings shows that there is a

significant relationship between marketing mix and consumer habit which

result revealed that marketing mix positively impact on the consumer habit

towards the company products and loyalty towards the company.

Lastly, the study aimed at evaluating the challenges faced in Bajabure

Industrial Complex in using the various marketing mix elements and the

findings revealed that the challenges faced In Bajabure Industrial Complex

in using the various marketing mix include securing budget for marketing,

poor knowledge of marketing by staff, and also targeting contents for its

population.

CHAPTER FIVESUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary Marketing was clearly defined as a function of an organization with

distinct process that create communicate and also ensure that they deliver

value for the customers and to manage the customer relationship in a way

which is vital for the organization as well as the stakeholders (Walker,

2010). The concept marketing is associated with number of developments in

history of meeting today. Studies have been conducted in the area of

marketing mix but not conducted in the geographical area of this study and

some studies fails to explicitly show how marketing mix promote

organization performance which led to this study with the objective of

determining the impact of marketing mix on organizational performance

which covered Bajabure Industrial Complexes located in Hayingada of Girei

Local government area and is believed to be significant to students

researcher as it will help her fulfil the requirement for award of National

diploma, and also significant to BIC in the sense that it reveals the impact of

marketing mix for the organization to take decisive measures. The theory of

resource base was adopted; which defines how effective and efficient use of

the resource of a firm are essential towards creating sustainable competitive

advantage and competence base; which is defined as an approach to

managing business in a given way, on competency base theory the business

is an open system which interact with the environment to obtain given

resources and to improve their outputs. This study further use chi-square to

test the hypothesis designed in chapter one in which findings reveals that

marketing mix has a positive impact in organizational performance in

Bajabure Industrial Complex.

5.2 Conclusion Firms meet their preset objectives through organizational performance

in which marketing is a key aspect in successful sales performance. From the

above revelation of findings, Bajabure Industrial Complex has a lot of

benefit from marketing mix through enhancement of sales performance,

enhancement of market share, enhancement of consumer habit towards the

organization. All these signifies the positive impact contributed by

marketing mix in an organization performance in Girei local government

area. Therefore, it is obvious that marketing has a positive impact in

organizational activities as it creates awareness, promotes products and

services etc.

5.3 Recommendations Base on the findings revealed in chapter four above, the researcher

wishes to make the following recommendations.

i. For the fact that there is significant relationship between marketing

mix and sales performance, Bajabure Industrial Complex has to

increase its standard on marketing mix in order to increase its sales

performance in the company. .

ii. There is need for Bajabure Industrial Complex to put more effort

and mind on the 4ps of marketing and properly select them and

mix right proportion in order to enhance product or service and

make it attractive to the customers.

iii. Bajabure Industrial Complex should emphasize more on the

promotional strategy of marketing mix because their product are

not well recognized which will lead to poor market share. They

should embark on advertisement and publicity as well.

iv. Bajabure Industrial complex should recruit and or train staff on the

contemporary knowledge of marketing mix to avoid the

Challenges poor knowledge of marketing by staff, and also

targeting contents for its population.

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APPENDIX IDepartment of Business

Administration and Management

Dear Sir/Ma,

I am a final year student in the above mentioned institution; I am conducting

a research on “Assessing the impact of effective marketing mix on sales

performance of Bajabure Industrial Complex Yola, Adamawa state”. The attached

questionnaire is designed to obtain the necessary information from you to complete

the project. Please kindly assist, by completing the questionnaire based on your

knowledge of the issues raised in the questionnaire.

Thank you. Yours faithfully,

QUESTIONNAIRE

INSTRUCTIONS: Please indicate your opinion as per the level of disagreement or

agreement with the outline statement using 1 to 4 scale guideline. 4= Strongly

Agree 3- Agree, 2 =Disagree, 1= Strongly Disagree

SECTION A: PERSONAL DATA

(1) Sex: Male [ ] Female [ ]

(3) Qualification: FSLC [ ] SSCE [ ] OND [ ] BSc/HND [ ] MSc [ ]

(4) Age range: 20-30 [ ] 30-40 [ ] 40-50 [ ] 50 and above [ ]

(2) Marital Status: Married [ ] Single: [ ] Divorced: [ ]

SECTION B: RESEARCH QUESTIONS Research question 1: The various marketing mix elements used in Bajabure Industrial Complex Yola, Adamawa State.

S/N Item Statement. SA A D SD1 Bajabure industrial complex adopts pricing promotion as

a marketing mix elements.2 Use of distributive channels is adopted as a marketing

mix strategy by Bajabure industrial complex adopts3 Bajabure industrial complex engage in sales promotion

as a marketing mix elements4 Bajabure industrial complex package, design and brands

its product as a means of marketing.Research question 2: The extent to which the various marketing mix elements used impacted in the performance of the company.

S/N Item Statement SA A D SD1 Product quality has an influence on profitability of a

company and leads to market penetration2 Pricing strategy/penetration pricing yields consumer

awareness increase sales performance3 Promotional activities on goods and services leads to

increase sales performance and greater market share in Bajabure Industrial Complex

4 Distribution channels located in urban areas generate more sales than those in rural areas

Research question 3:The relationship between marketing mix and customer attitude?

S/N Item Statement SA A D SD1 Product quality influences customers buying

behavior2 Pricing strategy/penetration pricing attracted more

customers3 Use of sales promotion has increased brand loyalty

to the customer4 Distribution channel create interest in customersResearch question 4: To evaluate the challenges faced in Bajabure Industrial Complex in using the various marketing mix elements.

S/N Item Statement SA A D SD1 Securing budgets for the marketing is a challenge in

Bajabure industrial complex.2 Targeting contents for its population is a challenge

of marketing mix in Bajabure Industrial Complex.3 Poor knowledge of marketing mix constitute a

challenge in Bajabure Idustrial Complex4 Providing the ROI of Your Marketing Activities is a

challenge in Bajabure Industrial Complex