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IMPACT OF MARKETING MIX STRATEGIES ON THE COMPETITIVENESSOF SRI LANKAN CRICKET CLUBS

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dc.contributor.author Lufry, M.S.A.
dc.contributor.author Fernando, A. L. K. R.
dc.date.accessioned 2022-09-14T08:19:26Z
dc.date.available 2022-09-14T08:19:26Z
dc.date.issued 2019
dc.identifier.citation Lufry, M.S.A., & Fernando, A. L. K. R. (2019). IMPACT OF MARKETING MIX STRATEGIES ON THE COMPETITIVENESSOF SRI LANKAN CRICKET CLUBS.Proceedings of the Vavuniya Campus International Research Symposium 2019. en_US
dc.identifier.uri http://dr.lib.sjp.ac.lk/handle/123456789/12254
dc.description.abstract Many cricket clubs now develop a more sophisticated marketing mix to enhance clubs’ competitive advantages. This study investigates the impact of the marketing mix strategies on the competitiveness of Sri Lankan Cricket Clubs. The unit of analysis was cricket clubs and the disproportionate stratified sampling method was adopted in selecting the study sample of 40 clubs. Measurement scales were developed using empirical studies in the study domain. A questionnaire was adopted as the data collection instrument after assessing the internal consistency through a reliability analysis. Data analysis was carried out using SPSS 20.0 version and hypotheses were established and tested with Spearmen correlation. Excluding the people variable, there were strong and moderate correlations between each of the marketing mix variables namely product, price, place, promotion, physical evidence, and process and the competitiveness. Hence, it is recommended to implement marketing programmes with high attention on the 7 P’s variables, excluding people, to increase clubs competitiveness en_US
dc.language.iso en en_US
dc.subject Competitiveness, Marketing mix, Sri Lankan Cricket clubs, 7P’s en_US
dc.title IMPACT OF MARKETING MIX STRATEGIES ON THE COMPETITIVENESSOF SRI LANKAN CRICKET CLUBS en_US
dc.type Article en_US


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