The Role of Marketing Strategy for Sales Volume: A Case Study on Ethiopian Textile Firms, Ethiopia

Abstract

In this article  the relationship between marketing strategy and sales volume was examined using four marketing dimensions; product, price, promotion and place. It was hypothesized that all marketing dimension are positively related with sales volume. Descriptive or survey research design was used to describe the association between marketing strategy and sales volume. The enquired data was gathered from respondents through survey questionnaire and it was analyzed via linear regression analysis method using Statistical Package for the Social Sciences (SPSS) version 16. The findings revealed that there is a good/positive association between all marketing strategy elements/marketing dimensions and sales volume.

Keywords: Sales Volume, Marketing strategy, Marketing mix/Marketing dimensions