Author(s): Esemokumo Perewarebo Akpos and Victor-Edema Uyodhu A

Abstract: The study is on effect of market strategies on the organizational performance of selected tourist sites in Nigeria via multivariate regression technique. Two measures of organizational performance, being the dependent variable employed in the study are market performance and brand image, while five measures of marketing strategies, being the independent variable are Concentration Strategy, Distribution Strategy, Differentiation Strategy, Promotional Strategy and Pricing Strategy. Prior to a detailed study of the data, the statistical methods for data analysis were specifically discussed. The R package was used to conduct data analysis in this study. Finally, each study' findings were carefully interpreted. Result of the analysis revealed that marketing strategies jointly contributed to the organizational performance of selected tourist sites in Nigeria at a degree of significance of 5%. A further examination of significance in terms of parameters showed that Concentration Strategy and Differentiation Strategy indicated substantial association with market performance at a degree of significance of 5%, while Distribution Strategy, Promotional Strategy and Pricing Strategy are insignificant. Again, only Differentiation Strategy and Pricing Strategy have a significant relationship with brand image in the second model, whereas Concentration Strategy, Distribution Strategy and Promotional Strategy indicated no substantial association with brand image at a degree of significance of 5%.

Pages: 46-53 | Views: 399 | Downloads: 16

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