Marketing Strategies and Sales Performance of Non-Durable Product During and After Covid 19 Pandemic in Nigeria

Abstract

The study examined marketing strategies for improving sales performance during and after Covid 19 Pandemic of Honey Well Flour Mills Plc as area of study. The objectives of this study are to determine the relationship between intensive distribution strategy and sales performance and also to examine the relationship between convenience distribution and sales performance. Descriptive research method was adopted and was collected through structured questionnaire. The population of the study was one thousand and three hundred and ninety-two (1,392) staffs from Honeywell flours mills plc and 10% of the population was used as the sample size which was one hundred and thirty-nine (139). Simple random and stratified sampling techniques were used to select respondents. Correlation analysis was used to analyse the data collected. Findings revealed that there is positive relationship between intensive distribution strategy and sales performance during and after COVID 19 of Honeywell Flours Mill Plc in Nigeria. Furthermore, the sales performance variables show significant positive relationship with intensive distribution strategy at correlation value of .389. And also the finding revealed that there is significant positive correlation between the convenience distribution strategy and sales performance. The sales performance variables show significant positive relationship with convenience distribution strategy at correlation value of .499. The study recommended that organisation should focus on intensive distribution strategy and convenience distribution strategy because it will help them to increasing their sales performance as they want it to be. Large scale distribution resorts to more sales which in turn boosts revenue.