MARKETING STRATEGIES AND THE PERFORMANCE OF PHARMACEUTICAL FIRMS IN KWARA STATE

Abstract

The objective of this study was to determine the effect of marketing strategies on the performances of pharmaceutical organizations in Kwara State. The study used a cross sectional survey research design, involving the use of structured questionnaire as research instrument. The population comprises of the 283 middle and top-level managers in the manufacturing pharmaceutical firms in Kwara State. The study adopted the use of structural equation model data analysis. Based on research finding, the study concluded that there is significant positive relationship between marketing strategies and performances of pharmaceutical firms in Kwara State. However, the study recommended that companies should try as much as possible to improve the brand awareness of their products through proper positioning. Also, companies should ensure that their customers are optimally satisfied by adopting the supply chain integration strategies.