Marketing Mix Strategies and Sales Growth in the Nigerian Paint Industry: A Focus on Manufacturers in Ogun State

This study investigates the relationship between marketing mix strategies and sales growth among paint manufacturers in Ogun State, South West Nigeria. The Nigerian paint industry is dominated by both multinational brands and an increasing number of homegrown manufacturers, making competitive marketing strategies essential for survival and growth. Ogun State hosts several manufacturing facilities serving the Lagos and broader South West consumer markets. The study adopts a descriptive survey design, gathering data from 15 paint manufacturing firms and 220 retail paint dealers in Ogun State through structured questionnaires and key informant interviews. Marketing mix dimensions (product quality, pricing, distribution, and promotion) are assessed for their relative contribution to sales growth using multiple regression. The study also evaluates the moderating role of market competition intensity on the marketing mix-sales growth relationship. Preliminary findings suggest that product quality and distribution reach are the strongest predictors of sales growth, while pricing decisions moderate performance in highly competitive market segments. The research highlights that many local manufacturers underinvest in promotional activities, limiting brand visibility against international competitors. Recommendations address manufacturers, distributors, and marketing managers in the Nigerian paint industry on optimising the marketing mix for sustainable sales growth. This study fills a contextual gap in the marketing strategy literature specific to the Nigerian manufacturing sector. Keywords: marketing mix, sales growth, paint industry, Ogun State, competitive strategy