IIARD International Institute of Academic Research and Development

WORLD JOURNAL OF ENTREPRENEURIAL DEVELOPMENT STUDIES (WJEDS )

E-ISSN 2579-0544
P-ISSN 2695-2483
VOL. 9 NO. 4 2024
DOI: 10.56201/wjeds.v9.no4.2024.pg44.60

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Competitive Intelligence and Its Influence on Sales Volume in Fast Moving Consumer Goods Sector Firms in Nigeria

IWEGBUE, Chinwenwa Nelly

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Abstract

This study investigated marketing competitive intelligence and its influence on sales volume in fast moving consumer goods sector firms in Nigeria, focusing on Nigerian bottling company and Guinness Nigeria Plc, Benin City, Edo State, Nigeria. The specific objectives of the study are to ascertain the effect of marketing competitive intelligence, factors; Internal Record (IR), Competitors’ Sales Data (CSD), Marketplace Opportunity (MO), Competitor’s Threat (CT) and Competitive Risk (CR) on Sales Volume (SV). Survey research design was adopted for this study. It is descriptive in nature which means that it observes and describes variables of research subjects without manipulation of the variables of the research to deduce solution to the questions. Data were collected through the aid of 5-likert scale structured question from the respondents of focused firm. A total of one hundred and forty-two (142) copies of the questionnaire were administered.One hundred and thirty (130)91.55% where retrieved and properly filled while twelve (12)8.45% were not returned. Analysis was done using descriptive and inferential statistics such as correlation analysis to discover if two variables were related. The hypotheses of the study weretested; it was revealed that IR, CSD, MO, CT and CR have significant relationship with SV in fast moving consumer goods sector firms in Nigeria. Finally, the study concluded that there is a significant relationship between marketing competitive intelligence and its influence on sales volume. In light of this investigation, the study recommendations are offered to help the bank improve its operations and benefit firms.

keywords:

Marketing Competitive Intelligence sales, Volume and Competitors’

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