The Impact of Marketing Variables on Business Performance: An Analysis of FMCG, Consumer Durables and Textile Industries
The changes in the structure of economy have brought about a significant change in market dynamics. The increased competition from every corner of the world is forcing companies to bring changes in their marketing, human resource and operations strategies. One question that continues to dominate thinking in organizations is the impact of marketing expenditures on sales performance. This question provided the trigger to explore and analyze the impact of marketing expenditures on sales. Thirty companies were analyzed in FMCG, consumer durables and textile industries each. Separate regression analysis was done to analyze the impact of marketing expenditures on sales in all the three industries. The results showed that marketing expenditures had differential impact on the sales of the companies across the three industries.