Effect of Marketing Strategy on Performance of Manufacturing Firms in North Central Nigeria

The study was motivated by the problem of poor performance of manufacturing firms in North Central Nigeria. The study therefore sought to assess the effect of place and price on performance of manufacturing firms in North Central Nigeria. The study adopted the survey research design to test a sample of 398 respondents from a population of 74,219 management staff of manufacturing firms in North Central Nigeria. Primary data was used for the study and collected through the use of structured five-point Likert scale questionnaire instrument. Multiple regression technique was used to test the research hypotheses. The study found a negative and significant effect of place on performance of the firms as well as a positive and significant effect of price on performance of the manufacturing firms in North Central Nigeria. The study then recommended that the firms make all effort to improve their place (distribution) strategy through re-evaluation and modification of their place strategies. The study also recommends that the firms need continue with their pricing strategy since the effect is positive and significant Keywords: Price, Place, Performance, Manufacturing Firms, North Central Nigeria