| Abstract: | The purpose of the study was to determine the effects of marketing mix on sales performance. The research was guided by the following objectives: To examine the product consideration influence and sales performance of Derba Cement, to identifying how the effect of Advertising and sales performance of Derba Cement, to examine to what extent dose price and sales performance at Derba Cement, and to assess the effect of place/distribution and sales performance of Derba Cement. Descriptive research was used in the study. Target population was 384 respondents was taken from customers who purchase Derba cement, like retailer’s construction companies and end users. The study used non probability (or judgmental) sampling techniques. Structured questionnaires were used to collect data. Descriptive statistics correlation and multiple regression was used to analyze data. Tables and figures were used to present data. Statistical Package for Social Sciences (SPSS 20) software was used to analyze the data. The first objective sought to evaluate the relationship between product and sales performance. These statistical result show that there is a positive perspective indicates that customers attitude about the products of Derba Cement PLC towards the company product quality, product labeling, product package design , brand name and product quality competitiveness. This enables the company to be competitive among other companies which are on the same industry in terms of its product quality. The second objective indicate that customers attitude about the price of Derba Cement are very good towards company price reasonableness and competitive ,taking long period of time to price change and its effect on customers attitude of purchase decision .This enable the company is more competitive than others the same industry in terms of pricing strategy. The third objective indicate that customers attitude about the place/distribution of Derba Cement are good response towards, transport service, door to door delivery of Derba Cement has an effect on customers purchase decision. The fourth objectives indicate that customers attitude about the Advertising of Derba Cement are moderate response towards , encountered with the advertising , attract attention, create awareness and convinced about the product ,repetitiveness and gives the company a competitive edge .This is difficult the company is more competitive than others in better way on the same industry in terms of Advertising. The fifth objectives indicates that all questions which are product quality increment or reduction, selling price increment or reduction, due to advertising and on time product delivery or late delivery have an effect on the sales of Derba Cement PLC. The study concluded that customers’ attitude about the product qualities of Derba Cement are best for its customers, customers’ attitude about the price of Derba Cement is moderate and the pricing may discourage some customers, Customers’ attitude about the advertising are best to get, attract and influence the attitude of its customers towards the product, customers’ attitude about the place of Derba Cement is best for its customers to get their ordered products directly from the factory keeping the product safe, factors which affect the sales of Derba Cement PLC are very good. So that, it can be concluded as product quality increment or reduction, selling price increment or reduction, due to advertising and on time product delivery or late delivery have an effect on the sales of Derba Cement PLC. The study recommended that the Derba Cement should write the manufacturing date own its product labeling. Because, it helps the customers to estimate or control the shelf time of the product and the company should keep its current product quality, product labeling, product package design and brand name to hold its customers and increase sales volume because of that. Therefore, the company should keep its current pricing without increment. After looking the price movement of other competitors, the company should adjust its price. The company should give or start price discount for those who purchase large quantity and to increase customer intention to purchase their products hence increase in sales volume. Derba Cement should also use attractive stimuli’s its customers during promotion hence influences customer’s perception and increase sales. |
