MARKETING STRATEGIES AND MARKETING PERFORMANCE OF ACTORS ON THE DISTRIBUTION CHANNEL OF INDOMIE INSTANT NOODLES IN ADAMAWA STATE NIGERIA THE MEDIATING ROLE OF CUSTOMER LOYALTY

Abstract

This study aims at investigating the mediating role of customer loyalty on the relationship between marketing strategy and marketing performance within the distribution channel of Indomie Instant Noodles in Adamawa State, Nigeria. A literature review was conducted to find out the mediating role of customer loyalty on the relationship between marketing strategy and marketing performance. The findings revealed that marketing strategy and its characteristics (Product, Price, Place, and Promotion strategy) influence marketing performance and that customer loyalty can mediate this relationship. It is recommended thus that; organizations should make sure that they produce quality more product; charge competitive prices, position appropriately, use attractive packaging and provide other distinctive functional benefits to customers.