The impact of mix marketing strategies on the sales of agricultural products: acase study in Johor, Malaysia

This research was conducted to understand the impact of the 7Ps Marketing Mix Strategies (i.e., product, price, promotion, place, people, physical evidence, and process) on the sales of agricultural products. The retailers’ perspective of the influence of the strategies on their sales was analyzed to fully understand the effect that each element has on sales improvement. Since each of the seven Ps of the marketing mix has a different impact on sales, which varies from product to product and market to market, each P has a unique level of influence on sales. This study employed descriptive analysis and multiple linear regression to achieve the research objectives. The data was collected from 150 agricultural product sellers from different stores in Johor by employing a closed-ended survey questionnaire. The respondents were selected using convenience sampling, and the data were analysed through multiple linear regression analysis. It was found that the majority of the retailers were particularly new in the business with 64.9% of them having 2 to 4 years of experience. The findings also revealed that among the 7Ps marketing mix strategies, only two strategies, namely place, and people were found not significant in influencing sales. Moreover, among the five strategies that significantly influenced sales, the promotion strategy showed the highest influence compared to others. This study can help sellers or relevant agencies understand the most efficient strategies for increasing sales of agricultural products, especially in the post-pandemic business environment.