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Marketing Strategies and Sales Performance of Non-Durable Product During and After Covid 19 Pandemic in Nigeria

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  • Felix Akinlade Babatola

    (Joseph Ayo Babalola University, Ikeji Arakeji, Osun State.)

  • Oluwatoyin Odunayo Fabiyi

    (Joseph Ayo Babalola University, Ikeji Arakeji, Osun State.)

  • Ayodeji Sikiru Animasaun

    (Joseph Ayo Babalola University, Ikeji Arakeji, Osun State.)

Abstract

The study examined marketing strategies for improving sales performance during and after Covid 19 Pandemic of Honey Well Flour Mills Plc as area of study. The objectives of this study are to determine the relationship between intensive distribution strategy and sales performance and also to examine the relationship between convenience distribution and sales performance. Descriptive research method was adopted and was collected through structured questionnaire. The population of the study was one thousand and three hundred and ninety-two (1,392) staffs from Honeywell flours mills plc and 10% of the population was used as the sample size which was one hundred and thirty-nine (139). Simple random and stratified sampling techniques were used to select respondents. Correlation analysis was used to analyse the data collected. Findings revealed that there is positive relationship between intensive distribution strategy and sales performance during and after COVID 19 of Honeywell Flours Mill Plc in Nigeria. Furthermore, the sales performance variables show significant positive relationship with intensive distribution strategy at correlation value of .389. And also the finding revealed that there is significant positive correlation between the convenience distribution strategy and sales performance. The sales performance variables show significant positive relationship with convenience distribution strategy at correlation value of .499. The study recommended that organisation should focus on intensive distribution strategy and convenience distribution strategy because it will help them to increasing their sales performance as they want it to be. Large scale distribution resorts to more sales which in turn boosts revenue.

Suggested Citation

  • Felix Akinlade Babatola & Oluwatoyin Odunayo Fabiyi & Ayodeji Sikiru Animasaun, 2023. "Marketing Strategies and Sales Performance of Non-Durable Product During and After Covid 19 Pandemic in Nigeria," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(11), pages 1968-1979, November.
    • Handle: RePEc:bcp:journl:v:7:y:2023:i:11:p:1968-1979
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    References listed on IDEAS

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    1. Anderson Michael A. & Schaefer Kurt C. & Smith Stephen L. S., 2013. "Can Price Dispersion Reveal Distance-Related Trade Costs? Evidence from the United States," Global Economy Journal, De Gruyter, vol. 13(2), pages 151-173, June.
    2. Andreas Stierwald, 2010. "The Causes of Profit Heterogeneity in Large Australian Firms," Melbourne Institute Working Paper Series wp2010n07, Melbourne Institute of Applied Economic and Social Research, The University of Melbourne.
    3. Adesoga Dada Adefulu, 2015. "Promotional Strategy Impacts on Organizational Market Share and Profitability," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 11(6), pages 20-33, December.
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