THE EFFECT OF NICHE MARKETING STRATEGIES ON SALES PERFORMANCE OF PREMIUM PRODUCTS

Abstract

The Ethiopian fast-moving consumer goods (FMCG) sector is undergoing a transformative phase as consumer buying decision is dynamic and changing daily following the economic situations toward premium products and niche offerings. However, the effectiveness of these strategies and the underlying consumer buying decision shaping their success remain underexplored. This study examines the intersection of consumer buying decision and business effectiveness in premium product sales and niche market strategies Komari Beverages PLC. By leveraging a mixed-methods approach—combining surveys sent to Komari senior sales and marketing team and retailers, interviews to distributers in Addis Ababa, and secondary data analysis from the company available data base. The descriptive research method was applied. Purposive sampling method was used to choose a sample 100 respondents. The data was examined using explanatory research design and descriptive statistical tools such as frequency, mean, standard deviation, tabulation regression. The findings are useful to firms focusing on premium product sales and niche marketing strategies to improve the sales performance. As a result, the FMCG industries use the competitive advantage selling premium product and Niche marketing strategy to improve their sales performance on consumer perceptions, purchase decisions, and overall Business performance.