The Influence Of Product Marketing Strategy Determinants On Firm Performance In SMEs Food Industry

Mohd Azmi @ Mukaram, Siti Nur Azlimah (2014) The Influence Of Product Marketing Strategy Determinants On Firm Performance In SMEs Food Industry. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The changing of market environment and growth sales activity in the market causes the increasing attention to the variables effect on firm performance. However, despite a lot published about determinants of firm performance, the literatures are characterized by the lack of consensus among researchers as to what constitutes product marketing strategy of firm performance. The main purpose of this research is to study the product marketing strategy determinant on firm performance of SMEs food industry located in Southern Region Malaysian. The methodology, using a survey design with 120 questionnaires completed by SMEs food industry, as a quantitative approach were conducted by using the statistical package for social science (SPSS) for the analysis. The main findings from the research are the product marketing strategy are classified to product specialty, product invention, branding, and packaging and labeling effective element contributed to firm performance. Our study contributes to academicians and the researchers who are concerned in identify the element of product marketing strategy effect on firm performance. The future research may investigate the result of this study should broaden the scope sample. This may also focus on the different geographical region in Malaysia with different industries.

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