The impact of the marketing mix on sales volume of the national product in local markets: A case study at the General Company for Food Products

Abstract

This research aims to study the impact of marketing mix elements on the sales volume of national products in local markets, with a focus on the General Company for Food Products. The impact of each element of the marketing mix (product, price, promotion, and distribution) on enhancing sales and competitiveness of national products against imported products was analyzed. Data were collected using a questionnaire based on a five-point Likert scale, and distributed to a purposive sample of (88) employees, including officials and specialists in the company. The research adopted the descriptive analytical approach, and the data were analyzed using the statistical program (SPSS). The results showed that improving product quality and offering competitive prices, along with enhancing promotional campaigns and using effective distribution channels, contribute to increasing sales volume and enhancing consumer confidence.