EFFECT OF MARKETING INFORMATION SYSTEM ON THE PERFORMANCE OF MATRITE STORES IN ILORIN METROPOLIS

This study examined the effect of marketing information system on sales performance of Matrite Stores in Ilorin Metropolis. The objectives of this study were to: (i) examine the impact of internal records on sales performance of Matrite Stores in Ilorin Metropolis; (ii) determine the effect of marketing intelligence on sales performance of Matrite Stores in Ilorin Metropolis; (iii) investigate the influence of marketing research on sales performance of Matrite Stores in Ilorin Metropolis; and (iv) determine the impact of marketing analysis on sales performance of Matrite Stores in Ilorin Metropolis. A cross-sectional survey research design was adopted for the study. The study focused on customers of Matrite Stores in Ilorin Metropolis, and the population was considered infinite. A sample size of 384 was determined using Godden’s (2004) infinite population formula. Structured questionnaires were administered using simple random sampling, and a total of 344 valid responses were analyzed. Descriptive statistics were used for profiling respondents, while multiple linear regression was employed to test the hypotheses at a 0.05 significance level. The results revealed that internal records, marketing intelligence, marketing research, and marketing analysis each had significant positive effects on sales performance. Specifically, (R² = 0.482, p = 0.000, β = 0.694, t = 15.011) for internal records; (R² = 0.547, p = 0.000, β = 0.740, t = 17.222) for marketing intelligence; (R² = 0.515, p = 0.000, β = 0.718, t = 16.372) for marketing research; and (R² = 0.533, p = 0.000, β = 0.730, t = 16.827) for marketing analysis. The study concluded that internal records, marketing intelligence, marketing research, and marketing analysis are key components of a marketing information system that significantly influence sales performance in retail settings. Therefore, the study recommended that businesses like Matrite Stores should invest in efficient record-keeping systems, establish robust intelligence gathering channels, conduct regular marketing research, and utilize analytical tools to enhance sales decision-making and overall performance.