TITLE:
A Conceptual Framework to Unmask the Relationship between Marketing Mix Strategies, Marketing Culture and Sales Performance of Ugandan Manufacturing Firms
AUTHORS:
Mabel Birungi Komunda, Aihie Osarenkhoe, Daniella Fjellström, Justus Katusabe, Victor Nyongyera
KEYWORDS:
Marketing Mix Strategies, Marketing Culture, Sales Performance, Mbarara City
JOURNAL NAME:
Journal of Service Science and Management,
Vol.16 No.6,
November
24,
2023
ABSTRACT: The purpose of this paper was to study the
relationship between marketing mix strategies, marketing culture and sales
performance of Ugandan manufacturing
firms. The study used a cross-sectional and quantitative design. Data was collected at a
particular point in time. We employed firm-level data collected by means of a
questionnaire survey sent to a sample of 118 of a total population of 178
manufacturing firms. The primary data was collected, coded; correlations and
regression analysis were done using SPSS Version 21. Findings revealed a significant positive relationship
between marketing mix strategies and sales performance, marketing mix
strategies and marketing culture, and marketing culture and sales performance; marketing culture explains more of the variation in sales performance. The use of
cross-sectional and quantitative methodology limits the researcher’s ability to
make causal inferences and to examine behavioural change over time.
Nevertheless, the insight gained from the conceptual framework and ideas
posited are useful for developing a future research agenda. There is need for manufacturing firms to promote and recognize
marketing culture and marketing mix strategies among CEOs and sales
representatives.