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. 7 NO. 2 2023
DOI: https://doi.org/10.56201/ijmcs.v7.no2.2023.pg41.52

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Green Supply Chain Management Practices and Marketing Effectiveness of Pharmaceutical Firms in Port Harcourt

Akani, Godspower Henshaw Nyeche, Eruchi Precious, Worgu Prosper Organum and Kattey, Godwin Paul

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Abstract

This study investigated the relationship between green supply chain management practices and marketing effectiveness pharmaceutical firms in Port Harcourt. The objectives of the study were to ascertain the extent to which supply chain management practices relate marketing effectiveness pharmaceutical firms in Port Harcourt. The population of the study was Two hundred and seventeen (217) registered pharmacies in Port Harcourt, listed in the yellow page of Nigerian Stock Exchange Facts Book of (2014). The primary data were collected with a structured questionnaire that was designed in a 5 point Likert scale of very low extent to very high extent. Results of the test showed that supply chain management practices have significant and positive relationships with marketing effectiveness (brand awareness and corporate image) – the measures of marketing effectiveness. the Pearson Product Moment Correlation was the test statistics. The study therefore, concluded that supply chain management practices relate with marketing effectiveness pharmaceutical firms in Port Harcourt. Therefore, the study recommended management of pharmaceutical in Port Harcourt should implement adequate green supply chain practices such as green procurement and green manufacturing to enhance their marketing effectiveness. All statistical analysis was conducted using SPSS 2.0.

keywords:

Supply Chain Management Practices, Marketing Effectiveness, Brand Awareness, Corporate Image and Pharmaceutical Firms

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