THE EFFECT OF MARKETING MIX STRATEGIES ON SALES PERFORMANCE: A CASE OF MOHA SOFT DRINK INDUSTRY S.C HAWASSA MILLENNIUM PEPSI COLAPLANT

Abstract

The general objective of this study was to investigate the effects of marketing mix strategy on sales performance in the context of the MOHA Soft Drink Industry S.C Hawassa Millennium Pepsi Cola Plant. The researcher used descriptive and explanatory research design with mixed approach in order to meet the objective of the study. The target population for this study was300 permanent employee of at MOHA Soft Drink Industry S.C Hawassa Millennium Pepsi Cola Plant. Out of 300 permanent employees, 172 respondents were selected using simple random sampling technique. In this study four components of marketing mix strategy have identified namely product, price, place and promotion. Five point Likert scale questionnaire were used to collect the data. A total of 172 questionnaires were used for this study and the data were analyzed using descriptive and inferential statistics. The data collected were summarized, analyzed using SPSS version 21. The result of Spearman correlation test shows that there exists Appositive relationship between the four independent marketing mix dimension variables (i.e. Product, price, place, and promotion.) and sales performance. But the magnitude of the relationship varies from one marketing mix dimensions to the other where, price has a dominate correlation with sales performance, followed by promotion, place and finally product has respectively correlation with sales performance. The result of multiple regressions shows that 75.8% of the variance of sales performance can be predicted by the independent variable (i.e. product, price, place and promotion.). In addition, the result of multiple regressions shows that Product, price, place and promotion. Have positive significant effect on sales performance. Based on the conclusions the studies recommend that the management of MOHA should able to increase the sales’ performance by establishing effective marketing mix strategies