Marketing strategies and sales performance of food management and trading company limited for fortified rice in Nepal

Abstract

The study has evaluated the impact marketing strategy has on sales performance of Food Management and Trading Company Limited in Nepal to fortified rice, and the specific objectives have included assessing the current situation of marketing strategy and sales performance, analyzing the relationship among product strategy, pricing strategy, place strategy, and promotion strategy and sales performance of the company, and evaluating the individual impact of the above. The research design that has been adopted in the study is descriptive and causal. The target population has included all marketing staff of the company. The sample that has used in the study is 162 respondents who have been chosen based on the purposive sampling method. The data has been quantitative in nature and data gathered has been in form of primary data using structured questionnaires. Data analysis has been done by use of reliability, demographics, descriptive statistics, correlation and regression analysis. Sales Performance has been considered the dependent variable and Product Strategy, Pricing Strategy, Place Strategy and Promotion Strategy have been taken as the independent variables. The results of reliability have demonstrated satisfactory to high internal consistency of all constructs. The demographic findings have shown that the majority of the respondents are young, male, well educated, and have comparatively small work experience. The level of perception of marketing strategies especially the promotion and place strategies has been found to be moderate to high. It has been noted that correlation analysis indicates positive correlation between Product Strategy, Place Strategy and Promotion Strategy with sales performance and pricing strategy has a weak correlation. The results of the regression have affirmed that the promotion and place strategies have a strong positive influence, product strategy has moderate influence, and pricing strategy has no significant influence. It has been concluded that coordinated promotion and distribution strategies have proved the most important in sales performance with implications to aspect of strategic marketing focus and resource allocation in the realm of practical implications