Effect of Marketing Strategies on the Performance of Agribusinesses in North-Central, Nigeria

Zacharias Ternenge Nyiatagher, Ali Ocholi and Emmanuel Iorfa Bai
Additional contact information
Zacharias Ternenge Nyiatagher: Aperaga Enoch Inyommom
Ali Ocholi: Department of Agribusiness, Faculty of Management Sciences, Joseph Sarwuan Tarka University, Makurdi Benue State, Nigeria
Emmanuel Iorfa Bai: Department of Agribusiness, Faculty of Management Sciences, Joseph Sarwuan Tarka University, Makurdi Benue State, Nigeria

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 1, 993-1024

Abstract: This study investigates the influence of distinct marketing strategies—product, promotion, price, and place strategies—on the performance of agribusinesses in the North-Central region of Nigeria. Leveraging a sample size of 338 from a population of 2,216 registered agribusinesses across five selected states, a cross-sectional survey design was employed to analyze the relationships between the chosen independent variables and critical performance indicators namely; profit, sales volume, market share, and customer loyalty. The results from four regression models underscore the degree of impacts of marketing strategies on performance metrics. Notably, promotion and place strategies emerge as significant drivers of increased sales volume and enhanced customer loyalty, respectively. Conversely, product strategy exhibits a minimal effect on profit, while price strategy strongly influences market share. These findings offer actionable insights for agribusiness practitioners and policymakers to optimize their marketing approaches for improved performance and sustainable performance in the agribusiness sector.

Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... issue-1/993-1024.pdf (application/pdf)
https://www.rsisinternational.org/journals/ijriss/ ... rth-central-nigeria/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:8:y:2024:i:1:p:993-1024

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().