IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 6 NO. 1 2022

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Reverse Logistics and Marketing Effectiveness of Food and Beverages Firms in Nigeria

Barasin Tonye Felix & Ihunwo Elvis

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Abstract

The study examined the relationship between reverse logistics and marketing effectiveness of food and beverages firms in Rivers state, Nigeria. An extensive literature review was carried out covering the study independent and dependent variable. The study adopted cross- sectional survey framework. Fourteen (14) food and beverage firms in Nigeria, listed in the Nigerian Stock Exchange Facts Book of 2017/2018 constituted the population of our study. A self-administered, structured questionnaire was employed to obtain primary data and data was analyzed. The research hypotheses were tested with the Pearson product moment correlation statistical tool to establish the degree of relationship. The reliability of the research instrument was tested using the Cronbach’s Alpha which revealed that all the scores of the variables satisfied the standard Cronbach’s Alpha threshold of 0.7. With the aid of the statistical package of social sciences software (SPSS) version 20.0, frequencies were computed to establish the sample characteristics. The study found that; reverse logistics is positively and significantly related to marketing effectiveness. Based on the results of the analysis, the paper concludes that reverse logistics has a positive and significant relationship with marketing effectiveness. The paper therefore, recommends that; reverse logistics should be implemented by manufacturers to develop and dramatically improve the firms’ marketing effectiveness.

keywords:

Reverse Logistics, Marketing Effectiveness, Technology

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