Abstract:
This study investigates the influence of marketing strategy variables on firm
performance with market research and trust on brand as mediator variable. The
objectives of this study are: Determine how the marketing strategy influenced
by the relation outcome variables (market research and trust on brand). To test
the relation between market research, trust on brand and firm performance and
to lay a theoretical foundation on marketing strategy. Data collected through
personal questionnaire. The target population respondents are 120 from
Sudanese export companies.
Factor and reliability analysis performed and
regression analysis conducted to test the hypotheses.Bivarate correlation done
to determine the interrelationship among the variables. The findings provided
empirical support for the theoretical framework. The results indicate that
marketing strategy variables quality leadership and product quality play an
important role on firm performance; however, market research and trust on
brand mediate the relation between marketing strategy and firm performance.
The result also shows firm can perform well when uses marketing strategy,
market research and build their brand confidence.
