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This study examined “The Influence of Marketing Strategies on Sales Performance”.
It was conducted at Equity Bank, Dar es Salaam. More specifically, the objectives of
this research were to determine: the effects of product differentiation strategy on
sales performance and the effects of pricing strategy on sales performance. Finally,
this study determined the effects of promotion strategy on sales performance.
Stratified random sampling was used to select sample. Structured questionnaires
were used to collect data. Descriptive, inferential statistics and correlation were used
to analyze data using Statistical Package for Social Sciences (SPSS) software. Tables
and figures were used to present data. The study revealed that product quality has a
positive impact on sales performance whereas package design increases product
visibility and recognition. On the other hand, packaging is used to attract attention
and consumer perceived product quality and company’s brand image while brand
awareness influences sales performance. Loyalty has an influence on profitability
and the use of penetration pricing influences customer purchase whereas value-based
pricing has a positive impact on sales performance. Notably, price penetration has a
positive effect on growth and sales performance of the organization. Use of pricing
strategy has increased sales volume at Equity Bank and price promotion strategies do
not affect sales performance, sales promotion influences sales volume at Equity
Bank, use of e-marking has a positive influence on sales performance, use of sales
promotion creates interest and brand awareness, Equity Bank use advertising to
increase sales, use sales promotion to increase brand loyalty and promotion of
products at Equity Bank gives company a competitive edge. The study concluded
that product quality has a positive impact on sales performance, package design
increase product visibility and recognition, use of penetration pricing influences
customer promotion strategies do not affect sales performance. Sales promotion
influences sales volume at Equity Bank, use of e-marking has a positive influence on
sales performance. The study recommended that due to high competition in the
market, Equity Bank should improve their branding strategy, improve their
packaging design as it increases product visibility and recognition. |
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