THE IMPACT OF MARKETING STRATEGY ON BUSINESS PERFORMANCE: THE CASE STUDY OF DELUXE FURNITURE.

Abstract

The major objective of the research was to examine the impact of marketing strategy on business performance: the case study of deluxe furniture in Addis Ababa. The research adopted descriptive research design and used quantitative approach. Hence, the primary data was collected through questionnaires. Besides, secondary data was gathered from relevant documents. The data received from the respondents were edited, coded, and analyzed using IBM SPSS statistics 24 Computer Software. Quantitative data output was presented in the form of descriptive statistics using mean, and standard deviation, frequency and frequency distribution, valid and cumulative percentage for each of the variables used in the study. Correlation and multiple linear regression analysis techniques were also being used measure the relationship and predicting between the independent and dependent variables of the study. The result of the study shows that among the four independent variables: product, promotion, place strategy has very strong correlation and positive significant impact of predicting sales performance. However, price strategy has very weak correlation and insignificant to predict sales performance. Generally, the researcher recommended that Deluxe Furniture marketing managers should improve the overall product, price, promotion, and distribution strategy so as to increase sales performance.