Study on the Impact of Marketing Mix on Export Performance – vis-à-vis the Leather Footwear Exporting SMEs of India

  • Bianka Ray Chaudhury PhD Research Scholar, AIMA, AMU Executive and Assistant Professor, School of Inspired Leadership, India;
  • Asif Ali Syed Assistant Professor, Department of Business Administration, FMSR, Aligarh Muslim University, India
  • Raj Agarwal 3 Director, AIMA, New Delhi, India

Abstract

Theory often suggests that having a suitable marketing mix and market orientation can enhance the export performance of any
firm. Keeping this in mind, this paper wishes to examine the relationship between the market mix strategies (with respect to place,
product, price and promotion) and export performance. This exploration has been done in the exporting leather footwear SME segment with 174 firms as sample size from four different clusters within India. The findings suggest that though the exporting firms
are at a comfortable zone as far as their export destinations (strategy with respect to place) is concerned; they by and large are at a
huge gap with respect to the product, pricing and promotional strategies and thus are losing out considerably as far as their export
performance is concerned

Published
2020-03-29
How to Cite
Bianka Ray Chaudhury, Asif Ali Syed, & Raj Agarwal. (2020). Study on the Impact of Marketing Mix on Export Performance – vis-à-vis the Leather Footwear Exporting SMEs of India. Global Journal of Enterprise Information System, 7(3), 28-37. Retrieved from https://gjeis.com/index.php/GJEIS/article/view/375
Issue
Vol. 7 No. 3 (2015): EIS turning E-commerce Store into a M-commerce App
Section
Empirical Research Papers

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