Karl Pearson’s coefficient of correlation (r) was used to aid the
relationship between the study of variables of interest. The correlation
analysis was conducted at 90% confidence interval. The correlation
results indicates that pricing is strongly and positively correlated to
sales performance (with a correlation coefficient of 0.635) promotion
strategy is positive and strongly correlated to sales performance (with
a coefficient of 0.714); while distribution strategy has strong and
positive correlation with sales performance (with the correlation
coefficient of 0.6).
Thus, the correlation analysis results imply that there is a strong and
positive relationship between pricing strategy, promotion strategy and
distribution and sales performance of the selected small and medium
scale enterprises. This indicates that these marketing strategies are
very critical in influencing the sales performance of the selected small
and medium scale enterprises in Abia state.