INFLUENCE OF MARKETING MIX STRATEGY ON SALES PERFORMANCE OF FUEL STATIONS IN YOLA METROPOLIS, NIGERIA

Abstract

This study investigated the influence of marketing mix strategies on the sales performance of fuel stations in Yola metropolis, Adamawa State, Nigeria. The study was guided by four specific purposes, four research questions, and four corresponding null hypotheses. A descriptive survey research design was adopted. The population comprised 110 filling stations, 110 station managers, and 703 pump attendants (N = 813). Using a simple random sampling technique and the Krejcie & Morgan table, a sample of 265 respondents was selected. A structured 50-item questionnaire, validated by three experts and with a Cronbach’s alpha reliability coefficient of 0.83, was used for data collection. Descriptive statistics (mean and standard deviation) were used to answer research questions, while simple linear regression was used to test the null hypotheses at a 0.05 significance level. Key findings revealed that product (grand mean = 3.43), promotion (grand mean = 3.09), place (grand mean = 2.95), and price (grand mean = 2.92) strategies all had a significant positive influence on sales performance. The regression results confirmed these significant influences: product (F(1,258) = 69.555, p < 0.05), promotion (F(1,258) = 97.677, p < 0.05), place (F(1,258) = 102.176, p < 0.05), and price (F(1,258) = 139.577, p < 0.05). The study concluded that all four marketing mix elements significantly enhance sales performance. It was recommended that petroleum firms should continuously improve product quality, implement targeted promotional campaigns, strategically select station locations, and adopt competitive pricing policies.