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MARKETING STRATEGY ON ORGANIZATIONAL PERFORMANCE OF REGISTERED FAST-FOOD IN EKITI STATE

Faleye, Olubunmi Christianah

Abstract


This study inspected the effect of marketing strategy on organizational performance of registered fast food in Ekiti State. A descriptive research design was employed for the study. The study population covers the entire 52 registered fast food restaurant in Ekiti State. A sample of forty-six (46) respondents is reached. It comprised forty-six (46) registered fast food restaurants in Ekiti State. Simple sampling technique was used in selecting the respondents that constitute the sample. A self-structured questionnaire was used for the study. Four research questions were formulated for the study respectively. Data collected were analysed using frequency, percentage and mean. Based on the data analysis findings revealed that there was influence of promotion marketing strategy on the organizational performance of registered fast food in Ekiti State. There was the impact of price marketing strategy on the organizational performance of registered fast food in Ekiti State. There was influence of place marketing strategy on organizational performance of registered fast food in Ekiti State. There was effect of product marketing strategy on the organizational performance of registered fast food in Ekiti State. The study concluded that if fast foods in Ekiti State apply these marketing strategies, it will have a positive effect on organizational performance and they will have high patronage. Increased patronage in turn will lead to increased sales volume, enhancement in profitability and also expansion of fast food businesses across the state. The study recommended that fast food restaurants should plan for outdoor advertisement such as billboards, placard; and print advertisement such as flyers, posters, newspaper adverts and magazine sponsorships. This should be part of the business budget and should not be taken lightly.


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References


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