The Effect of Innovative Green Marketing Strategies on the FMCG’s Sales Performance in Aswan, Egypt. (By applying on the FMCG’s Retailers in Aswan, Egypt)

Document Type : Original Article

Authors

1 Arab Academy for Science, Technology and Maritime Transport, Aswan, Egypt.

2 Arab Academy for Science, Technology and Maritime Transport

Abstract

The purpose of this research is to examine how innovative green marketing strategies with all dimensions (innovative green product strategies, innovative green promotional strategies, innovative green place strategies, and innovative green price strategies) impact Improving FMCG’s Sales Performance in Aswan, Egypt. Also, the research aims to identify the dimensions of innovative green marketing strategies that can be used by Egyptian FMCG companies that influence customer retention and thus improve sales performance.
To generate innovative green marketing strategies, data was collected from retailers by using a survey. Where 380 valid responses were obtained from the 385 surveys distributed to the retailer. Correlation and regression analysis were carried out to test the relationship between research variables by using SPSS.
The Findings of the study confirmed the existence of a statistically significant impact on all dimensions of Innovative green marketing strategies represented by Innovative Green Price Strategies, Innovative Green Promotional Strategies, and Innovative Green Product Strategies, and a significant impact on the dependent Improving FMCG’s Sales Performance in Egyptian Retailer. The originality value of the Innovative Green Marketing Strategies studies is a subject that has not been reviewed in the literature regarding its impact on improving FMCG’s sales performance.

Keywords

MSA-Management Sciences Journal
Volume 3, Issue 4
November 2024
Pages 200-234

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