THE INFLUENCE OF MARKETING MIX STRATEGY ON SALES PERFORMANCE OF SMALL-SCALE MILK PRODUCERS IN MWANZA CITY, TANZANIA.
The purpose of this study was to determine the influence of marketing mix strategy on sales performance of small-scale milk producers in Mwanza City Tanzania. The research had four specific objectives: (i) to determine product strategy on sales performance; (ii) to determine the influence of pricing strategy on sales performance; (iii) to determine the influence of distribution strategy on sales performance among; and (iv) to determine the influence of promotion strategy on sales performance; all among small scale dairy farmers. The study used quantitative approach. Data analysis was done using Stata version 16. The findings of the study are such that marketing mix strategies with the exception of pricing strategy has a strong positive relationship to sales performance. Accordingly, dairy farmers are encouraged to continue using marketing strategies aggressively so that to increase sales performance. However, pricing strategy should be used with high caution as it operates, in line with the price-demand theory, in the opposite direction to sales volumes.
Key terms: Distribution strategy, pricing strategy, Product strategy, Promotion strategy, Sales performance, Small Scale Farmers, value chain
