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

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.

marketing strategies, sales performance

1. Adan, J. L., & Ramos, R. G. (2023). Promotional Strategies and Consumers’ Purchase Intention on Garment Bazaar Retailers. Open Journal of Business and Management, 613–645. [Google Scholar] [Crossref]

2. Ahmad, M. F. B., Harun, M. H. B., Chasmen, H. S. B., Hashim, A. H. B., & Kanapathipillai, K. (2023). The effect of service marketing mix on sales performance: The case of an insurance company in Perak, Malaysia. European Journal of Management and Marketing Studies, 8(2). https://doi.org/10.46827/ejmms.v8i2.1506 [Google Scholar] [Crossref]

3. Ali, E. C., & Ali, N. C. (2023). Business Continuity Plan of the Micro and Small Enterprises in Cotabato City during the COVID-19 Pandemic and Its Effect to Business Performance. European Journal of Business and Management Research, 124–127. [Google Scholar] [Crossref]

4. Ali, K. A., Ameen, A. A., & Tirwanshi, K. F. (2024). The Impact of Marketing Strategy on the Sales Performance: A study of Micro and Small enterprises’ owners. International Review of Communication and Marketing Mix, 65–86. [Google Scholar] [Crossref]

5. Asiegbu, I. F., Igwe, P., & Akekue-Alex, N. (2012). Physical Evidence and Marketing Performance of Commercial Airlines in Nigeria. American International Journal of Contemporary Research, 136–149. [Google Scholar] [Crossref]

6. Ayenew, Y. Y. (2023). Promotional Strategy and Organizational Performance: Source from Systematic Review Literature. American Journal of Theoretical and Applied Business, 75–85. [Google Scholar] [Crossref]

7. Bai, H., Shi, J., Song, P., McColl, J., Moore, C., & Fillis, I. (2024). Localised multiple channel distribution strategies of luxury fashion retailers - Evidence from China. Journal of Fashion Marketing and Management, 1–36. [Google Scholar] [Crossref]

8. Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108 [Google Scholar] [Crossref]

9. Bibi, M., Khan, M. N., & Abrar, M. (2019). The role of store attributes in influencing customer buying behavior: Evidence from Pakistan’s fashion retail. Cogent Business & Management, 6(1), 1569340. https://doi.org/10.1080/23311975.2019.1569340 [Google Scholar] [Crossref]

10. Bleady, A., Ali, A. H., & Ibrahim, S. B. (2018). Dynamic Capabilities Theory: Pinning Down a Shifting Concept. Academy of Accounting and Financial Studies Journal, 1–16. [Google Scholar] [Crossref]

11. Booms, B. H., & Bitner, M. J. (1981). Marketing strategies and organizational structures for service firms. In J. H. Donnelly & W. R. George (Eds.), Marketing of Services (pp. 47–51). American Marketing Association. [Google Scholar] [Crossref]

12. Cai, C. (2023). Effects of Online and Offline Stores on Apparel Brand Performance. Proceedings of the 7th International Conference on Economic Management and Green Development, 54–60. [Google Scholar] [Crossref]

13. Ebuzoeme, F. C. (2024). Marketing Strategies and Sales Performance of a Manufacturing Company. International Journal of Current Science Research and Review, 7190–7198. [Google Scholar] [Crossref]

14. Fadhila, H. L., Permadi, V. A., & Tahalea, S. P. (2024). Optimising the Fashion E-Commerce Journey: A Data-Driven Approach to Customer Retention. Knowledge Engineering and Data Science (KEDS), 58–70. [Google Scholar] [Crossref]

15. Field, A. (2018). Discovering Statistics Using IBM SPSS Statistics (5th ed.). SAGE Publications. [Google Scholar] [Crossref]

16. Friday, N., & Leah, N. (2024). Types of Purposive Sampling Techniques with Their Examples and Application in Qualitative Research Studies. British Journal of Multidisciplinary and Advanced Studies, 90–99. [Google Scholar] [Crossref]

17. Gautam, P. (2020). Understanding The Marketing Mix. International Journal of Research and Analytical Reviews (IJRAR), 582–585. [Google Scholar] [Crossref]

18. Gupta, S., Gallear, D., Rudd, J., & Foroudi, P. (2020). The impact of promotional strategies on marketing performance and competitive advantage. Journal of Business Research, 113, 209–229. [Google Scholar] [Crossref]

19. Hai, D. M. (2023). Sales Performance assessment: A theoretical overview. International Journal of Advanced Multidisciplinary Research and Studies, 1274–1281. [Google Scholar] [Crossref]

20. Hailemariam, S. (2020). The Effect of Marketing Strategy on Micro and Small Enterprises Sales Performance: Evidence From Service Sector in Addis Ababa, In the Case of Kirkos Subcity. St. Mary’s University School of Graduate Studies Department of Marketing Management, 1–77. [Google Scholar] [Crossref]

21. Heizer, J., Render, B., & Munson, C. (2020). Operations Management: Sustainability and Supply Chain Management. Pearson. [Google Scholar] [Crossref]

22. Ines, M. M. (2025). The Impact of Marketing Strategies on Sales Performance: An Analysis of the 4Ps among OTOP Entrepreneurs. International Journal of Research and Innovation in Social Science (IJRISS), 4464–4475. [Google Scholar] [Crossref]

23. Isololipu, K., & Hardianto, A. W. (2022). Analysis of Product Strategy to The Business Growth of Small Medium Enterprises. Jurnal Administrasi Bisnis, 13–20. [Google Scholar] [Crossref]

24. Išoraitė, M. (2021). 7P Marketing Mix Literature Review. International Journal of Trend in Scientific Research and Development (IJTSRD), 1586–1591. [Google Scholar] [Crossref]

25. Jelimo, N., Jemaiyo, D. B., & Nyiva, D. M. (2024). Relationship between Place strategy and Organizational Performance of Maize Seed Companies in Kenya. British Journal of Marketing Studies, 56–68. [Google Scholar] [Crossref]

26. Kaplan, R. S., & Norton, D. P. (1996). The Balanced Scorecard: Translating Strategy into Action. Harvard Business Press. [Google Scholar] [Crossref]

27. Mahmoud, M. A., & Hinson, R. E. (2016). Market orientation, innovation and corporate social responsibility practices in Ghanaian telecommunication firms. Social Responsibility Journal, 12(4), 655–670. https://doi.org/10.1108/SRJ-02-2015-0022 [Google Scholar] [Crossref]

28. Mahohoma, W., & Agbenyegah, A. (2024). Exploring the influence of marketing mix elements on business performance of small retail enterprises in Durban. Academy of Marketing Studies Journal, 28(1), 1–12. [Google Scholar] [Crossref]

29. Mao, Y. (2023). Pricing Strategy for Fashion Retailers Considering Anticipated Regret. Proceedings of the 2023 International Conference on Finance, Trade and Business Management, 4–13. [Google Scholar] [Crossref]

30. Memon, M. A., Ting, H., Cheah, J.-H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Sample Size For Survey Research: Review And Recommendations. Journal of Applied Structural Equation Modeling, i–xx. [Google Scholar] [Crossref]

31. Meskini, M., Mahmud, T. S., Ray, S., Richter, A., Sithi, T. T., & Ng, K. T. (2026). Sustainability, profitability, and resiliency of the fast fashion industries during a pandemic. Energy & Environment, 266–281. [Google Scholar] [Crossref]

32. Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20–35. https://doi.org/10.1177/002224299005400403 [Google Scholar] [Crossref]

33. Ndumia, S. W., Ng’ang’a, W., & Kabata, D. D. (2020). Marketing Strategy Influence On Sales Performance Of Registered Commercial Printing Firms In Nairobi. International Academic Journal of Human Resource and Business Administration, 113–132. [Google Scholar] [Crossref]

34. Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill. [Google Scholar] [Crossref]

35. Pawar, R. V., & P, D. S. (2025). The Impact of Physical Evidence on Consumer Behaviour: A Comparative Study of Leading Clothing Retail Brands in Karnataka. International Journal of Research Publication and Reviews, 4359–4366. [Google Scholar] [Crossref]

36. Rachman, A., Efawati, Y., & Daniswara, M. D. (2025). The Effectiveness of Loyalty Programs in Driving Customer Retention in Fashion Retail: A Systematic Literature Review. International Journal Administration, Business & Organization, 106–113. [Google Scholar] [Crossref]

37. Rahman, M. M., & Zaman, K. (2019). Determinants of profitability in fashion retail: Evidence from Bangladesh. International Journal of Retail & Distribution Management, 47(10), 1025–1042. https://doi.org/10.1108/IJRDM-05-2018-0080 [Google Scholar] [Crossref]

38. Rico et al. (2024). Turnaround, decline, and strategic posture of SMEs: Empirical evidence. Journal of the Knowledge Economy. [Google Scholar] [Crossref]

39. Rodrigo, M. R., & Turnes, P. (2019). Retail sales performance and its determinants. Journal of Retail Marketing, 8(1), 34–49. [Google Scholar] [Crossref]

40. Salem, R. (2024). Effectiveness of Pricing Strategies on Consumer Perceptions in Qatar. International Journal of Marketing Strategies, 24–34. [Google Scholar] [Crossref]

41. Singh, A., & Venugopal, K. (2015). The impact of marketing mix on customer satisfaction and sales performance. International Journal of Sales & Marketing Management, 4(2), 10–18. [Google Scholar] [Crossref]

42. Sudarman, D., & Lailla, N. (2023). The Influence Of Marketing Strategy And Marketing Mix On Marketing Performance Of Ready To Drink Beverages Through Brand Image. International Journal of Professional Business Review, 1–15. [Google Scholar] [Crossref]

43. Taeim, H., & Kyuhwa, C. (2010). A Study on the Characteristics of Strategies and Fashion Styles in Fast Fashion. Journal of Fashion Business, 21–34. [Google Scholar] [Crossref]

44. Uzo, U., & Adigwe, P. (2022). Fashion entrepreneurship and growth strategies in Nigeria: A qualitative study. Journal of Fashion Marketing and Management, 26(4), 612–628. https://doi.org/10.1108/JFMM-01-2022-0007 [Google Scholar] [Crossref]

45. Wakefield, K. L., & Blodgett, J. G. (1996). The Effect of the Servicescape on Customers’ Behavioral Intentions in Leisure Service Settings. Journal of Services Marketing, 10, 45–61. [Google Scholar] [Crossref]

46. Wei, S. (2024). Analysis of New Media Marketing Strategies in the Fast Fashion Industry. Journal of Education, Humanities and Social Sciences, 452–459. [Google Scholar] [Crossref]

47. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.1177/002224299606000203 [Google Scholar] [Crossref]

• A Study on Utilisation on Vidiyal Payanam with Special Reference to Udumalpet
• Influence of Sales Promotional Strategies on Water Purifier Purchase: A Study
• Voluptatem exercitat
• Beatae voluptatum eanfjnjfnjnj
• Analysis of Marketing Strategies in Newbridge College During Covid-19 Pandemic