Marketing Mix and Its Impact on Profitability

ABSTRACT

This study was carried out to empirically examine marketing mix and its impact on profitability. The study specific objectives were to ascertain the possible influence of price, product quality, promotion, business place on the profitability of the firm. The instrument used for the purpose of this research was gathered through primary source. The researcher administered one hundred (100) questionnaires to respondents comprises of management and non-management staff of The Nigerian Brewery Plc, Benin City, Benin City. Out of one hundred (100) questionnaires administered, ninety-five (95) were retrieved and were used for the analysis. The hypotheses were tested using Ordinary Least Square (OLS) regression technique. The findings from analysis revealed that price and product quality significantly impact the profitability of the firm, while promotion and place were found to the statistically in significant. In line with the findings, the study recommended that the management of Nigeria Brewery Plc should continue offers pocket friendly price to its customers/consumers. This will further boost the profitability level of their company. The study also recommended that management of Nigeria Brewery Plc in particular and brewery sector in general should employ proper promotional strategy that will promote their corporate reputation and also their products. They should employ the best channel of advertising that is capable of creating easy awareness of their products. This will go a long way in enhancing the profitability level of the organization.