STORE POSITIONING AND SALES PERFORMANCE OF SUPERMARKET OPERATORS IN NIGERIA

Abstract

This study examined store positioning and sales performance of supermarket operators in Nigeria. The study adopted the correlation survey research design. Data were collected from one hundred and six (106) supermarket operators in Port Harcourt. The study utilized questionnaire as its main instrument for data collection while the pie chart and Spearman Rank Order Correlation (rho) were used for data analysis. The findings revealed that there is positive and significant relationship between attributes positioning and sales growth of supermarkets. The study also found a positive and significant relationship between attributes positioning and sales turnover of supermarkets. A positive and significant relationship was equally found between quality positioning and sales growth of supermarkets. The study also reported a positive and significant relationship between quality positioning and sales turnover of supermarkets. From the above findings, it was concluded that store positioning significantly enhance the sales performance of supermarkets. Based on the findings and conclusion, it was recommended that supermarket operators in Nigeria should position their store on the basis of attributes and quality as it would enhance their sales performance.