GRIN Verlag Impact of Marketing Mix Elements on Pharmaceutical Sales Activities in Abeokuta, Ogun State

Thesis (M.A.) from the year 2023 in the subject Business economics - Business Management, Corporate Governance, grade: A, University of Nigeria (University of Nigeria, Nsukka Distant), course: BUSINESS ADMINISTRATION (MANAGEMENT OPTION), language: English, abstract: This study investigated the intricate dynamics of pharmaceutical sales activities within Abeokuta, Ogun State, Nigeria, shedding light on key determinants of sales performance. The research endeavours to unravel the impact of various elements of the marketing mix on pharmaceutical sales, including product quality, pricing strategies, geographic location, and promotional activities. To discern the relationships and influences, quantitative research methods, including correlation analysis, Analysis of Variance (ANOVA), regression analysis were employed. Findings revealed a subtle negative correlation between product quality and sales activities, indicating that higher product quality is marginally linked to lower sales, though the practical impact of this association remains minimal. Conversely, the study underscores the pivotal role of pricing strategies, as higher pricing strategies exhibit a strong positive correlation with improved sales performance. Additionally, geographical factors are found to have limited influence on sales activities, with no statistically significant disparities observed among various locations within Abeokuta. Finally, the research highlights the significant impact of strategic promotional activities in enhancing pharmaceutical sales. The study comprehensive findings offer strategic recommendations for enhancing pharmaceutical sales in Abeokuta, emphasizing the importance of pricing strategies, effective promotional campaigns, product quality assurance, market expansion, continuous research, collaborations with healthcare providers, employee training, and regulatory compliance. These insights contribute to a deeper understanding of pharmaceutical sales dynamics in this context