The Influence of Marketing Strategies on the Sales Performance of Fashion Stores in Cotabato City

Abstract

Previous studies on marketing strategies and sales performance have largely focused on large brands, urban markets, and e-commerce platforms, creating a gap in research on small, local fashion retailers in smaller cities such as Cotabato City. This study examines the influence of marketing strategies on the sales performance of fashion stores in Cotabato City. Specifically, it assesses the extent of implementation of the seven marketing mix elements (product, price, place, promotion, people, process, and physical evidence) and their relationship to sales growth, customer retention, and profitability. Using purposive sampling, respondents were selected from fashion stores operating for at least three years with valid business permits and licenses. Data were collected through a survey questionnaire. This study utilized multiple linear regression analysis to determine the influence of the 7Ps marketing strategies (independent variables) on sales performance (dependent variable). Results indicate that all marketing strategies are extensively implemented and that sales performance indicators are positively experienced. Furthermore, product, place, and people strategies significantly influence sales performance, with people strategy having the strongest effect. The findings highlight the importance of customer- and employee-related factors in improving sales performance among small fashion retailers. From the researcher's perspective, it is evident that fashion businesses in Cotabato City must focus on strategies to improve sales performance. Specifically, store managers, owners, and supervisors should prioritize the development of employee skills, particularly in communication, enhance product offerings through innovation, and increase the accessibility and effectiveness of distribution channels. By implementing these strategies, fashion stores can strengthen their market position and better meet the evolving demands of consumers.