THE EFFECT OF MARKETING STRATEGY ON THE GROWTH OF ORGANIZATIONAL PRODUCTIVITY IN NIGERIAN MANUFACTURING INDUSTRY (A CASE STUDY OF GERAWA RICE MILLS KANO STATE)

The purpose of the study was to determine the effects of marketing mix on the growth of organizational productivity in Gerawa Rice Mills. Descriptive research was used in the study. Target population was 127 middle level staff at Gerawa Rice Mills Kano State Limited. Stratified random sampling was used to select a sample size of 96. Structured questionnaires were used to collect data. Descriptive and inferential statistics was used to analyze data. Tables and figures were used to present data. Statistical Package for Social Sciences (SPSS) software was used to analyze the data. The first objective sought to evaluate the relationship between product and sales performance. It was also established that majority of the respondents agreed that product quality has a positive impact on sales performance, brand awareness influences organizational performance, packaging influence consumer-perceived product quality, packaging is used to describe the product and its use, company’s brand image, and loyalty has an influence on profitability However, respondent strongly disagreed that product perceived quality does not influence purchase intention The study concluded that product quality has a positive impact on sales performance, brand awareness influences organizational performance, packaging is used to describe the product, brand image, and loyalty influences company’s profitability and pricing strategy increases sales volume. In addition, store design and use of attractive stimuli such as music has an influence has a positive effect on consumer purchase and sales volume, and geographic location has a significant influence on profitability, advertising, direct marketing and increases sales volume. The study recommended that the Gerawa Rice Mills Kano State should improve on their packaging design hence increase product visibility and recognition. Improve on their branding strategy. Use price promotion strategy such as uses price discounts, free samples, bonus packs to increase customer’s intention to purchase their products hence increase in organizational productivity in Gerawa Rice Mills Kano State should also use attractive stimuli’s in their work environment and also during promotion hence influences customer’s perception and increase sales.