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

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    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.

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  • , 2024. "Effect of Marketing Strategies on the Performance of Agribusinesses in North-Central, Nigeria," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(1), pages 993-1024, January.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:1:p:993-1024
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