IIARD International Institute of Academic Research and Development

Journal of Business and African Economy (JBAE )

E-ISSN 2545-5281
P-ISSN 2695-2238
VOL. 10 NO. 4 2024
DOI: 10.56201/jbae.v10.no4.2024.pg1.23

---

Effect of Differentiation Strategy on Marketing Performance of Fast Moving Consumer Goods in Abraka, Delta State

Eboh, M.E., Edeme N.C., DIBIE, Nkechi Patricia

---

Abstract

Firms within the same industry have been selling products that are good substitutes for each other, yet it is commonly the case that no firm within the industry sells a product that is identical to that sold by a competing firm. Product differentiation occurs within the products sold by a single seller and between the products sold by different sellers. The overall objective of this study sought to analyze product differentiation and its effects on a marketing performance using selected fast moving consumer goods firms in Abraka, Delta State. The specific objectives were to; establish the effect of product differentiation on marketing performance, determine the effect of distribution channels differentiation on marketing performance, assess the effect of market differentiation on marketing performance and determine the effect of process differentiation on marketing performance. The study adopted cross sectional survey research design method. The target population was 224employees of selected FMCG firms from different locations in Abraka Delta State. The study adopted a semi-structured questionnaire to collect primary data. Descriptive statistics such as means, standard deviation and frequency distribution were used to analyze the data. Qualitative data, which was mainly gathered from open and close ended questions. The data was consolidated, interpreted and then analyzed through content analysis. Regression analysis helped the study to establish the statistical significance of differentiation strategy in achieving marketing performance. Data analyzed revealed that The study's findings from the test of hypothesis one indicate product differentiation has a significant effect on marketing performance (0.024 <0.05). The result of distribution channel differentiation have significant effect on marketing performance (0.030 <0.05), the result of market differentiation and marketing performance (0.020< 0.05) and the result of hypothes

keywords:

Differentiation strategy, Marketing performance, fast food moving consumer goods, product differentiation, distribution channels differentiation, market differentiation

---

References:

Adegbite, I. O., Osinowo, A., Omisore, A. O., & Ayinde, L. A. (2019). The impact of service
differentiation on creating competitive advantage: Catreg regression perspective. Journal
of Pure and Applied Science, 15(9), 142 - 155.
Adewale, A. G., Adesola M. A., & Oyewale I., (2013). Impact of Marketing Strategy on Business
Performance A Study of Selected Small and Medium Enterprises (Smes) In Oluyole Local
Government, Ibadan, Nigeria. IOSR Journal of Business and Management 11 (4), 59-66.
Adinan, B. S., & Abukari, M. (2013). The effects of product differentiation on profitability in the
petroleum industry Ghana. European Journal of Business and Innovation Research, 1(4),
49-65.
Agbogun, O. E., and Ehiedu, V. C. (2022). Trade policy drivers and economic performance of
OPEC Member States. International Journal of Academic Accounting, Finance, and
Management Research, 6(8), 109-118.
Alves, M. F. R., Galina, S. V. R., Dobelin, S. (2018). Literature on organizational innovation: past
and future. Innovation & Management Review, 15(1), 2–19. https://doi.org/10.1108/inmr-
01- 2018-001
Anuku, C.E.O and Ehiedu, Victor Chukwunweike (2007). Financing Micro-Industries in
Nigeria for Sustainable Development. Journal of Public Policy Alert/ Association for
Public Policy Analysis (APPA)/ Aba. Abia State. Pp.75-89. Vol. 1(1)
Amar, M.Y. (2016) The influence of product differentiation strategy on operational performance
at Small and Medium Enterprises (SMEs) in South Sulawesi, Indonesia: Journal of
Economics, Business, and Accountancy Ventura; 18(3), 343 – 350
Ardjouman, D. & Asma, B. (2015). Marketing Management Strategies Affecting Performance of
Small and Medium Enterprises (SMEs) in Cote d’Ivoire: International Journal of Business
and Social Science. 6 (4), 141-150.
Aremu, J.O. & Akinwamide, B. (2018). Prospects and challenges of sustainable rice production in
Igbemo Ekiti, Southwest Nigeria: European Journal of Educational and Social Sciences, 3
(2), 125 - 143.
Aremu, M.A. Aremu, M.A. & Olodo, H.B. (2015) Impact of strategic management on the
performance of small and medium scale enterprises (SMEs) in Nigeria: Journal of
Sustainable Development in Africa; 17(1), 113 – 126
Azar, G., Ciabuschi, F. (2017). Organizational innovation, technological innovation, and export
performance: The effects of innovation radicalness and extensiveness. International
Business Review, 26(2), 324-336.
Bardhan, D., Sharma, M. L., & Saxena, R. (2012) Market participation behaviour of smallholder
dairy farmers in Uttarakhand: A disaggregated analysis. Agricultural Economics Research
Review, 25(2): 243–254
Baraza, D. (2017). Effects of competitive strategies on performance of manufacturing firms in
Kenya: A case study of East Africa Breweries Limited. Unpublished Thesis.
Bardhan, D., Sharma, M. L., & Saxena, R. (2012) Market participation behaviour of smallholder
dairy farmers in Uttarakhand: A disaggregated analysis. Agricultural Economics Research
Review, 25(2): 243–254
Bearden, O. W., Thomas, N.I & Raymond.W.L.F (2014).marketing principles and practice. New
York: McGraw -Hill, Inc., 1221 avenue 10020.
Carpenter, Jason M. & Marguerite Moore (2016). Consumer demographics, store attributes, and
retail format choice in the US grocery market”; International Journal of Retail and
Distribution management, 34(6). 434-452.
Davcik, N.S. & Sharma, P. (2015). Impact of Product Differentiation, Marketing Investments and
Brand Equity on Pricing Strategies: A Brand Level Investigation”, European Journal of
Marketing, 49(5/6), 760-781
Demba, R. N. , Ogal, V. O. & uli, J. (2018). Effect of Differentiation Strategy on Performance by
Selected Car Rental usiness, A Case of Nairobi City County, Kenya, Strategic Journal of
Business & Change Management, 5(4), 1879-1895.
Dibie,N.P, Anibueze N.M & Eboh, M.E 2022). Strategic intelligence and firm performance
Nigeria International Journal of Academic Accounting, Finance & Management Research
(IJAAFMR) ISSN: 2643-976X 1(14): 25-34.
Dirisu, I., Oluwole, I., & Ibidunni, O. (2023). Product Differentiation: A Tool of Competitive
Advantage and Optimal Organizational Performance (A Study of Unilever Nigeria Plc).
European Scientific Journal, 9(34).
Dirisu, J. I., (2023). Product differentiation: A tool for competitive advantage and optimal
organizational performance. European Scientific Journal, 9(34), 32-46.
Dirisu, I.J. (2023). Product Differentiation: A Tool of Competitive Advantage and Optimal
Organizational Performance.
Dolnicar, S., (2022). Which Hotel attributes Matter? A review of previous and a framework for
future research, University of Wollongong, sarad@uow.edu.au./Retrieved on August 5,
2022
Domnich Y., (2022). The Impact of Product and Process Innovations on Productivity: A Review
of Empirical Studies. Foresight and STI Governance, 16(3), 68–82. DOI: 10.17323/2500-
2597.2022.3.68.82
Eboh, M.E, Afinotan, E, Okonji, E.E, & Edeme, N.C., (2022). Effect of Electronic Marketing on
Customer Satisfaction of Selected Online Firms in Asaba Delta State, Nigeria. International
Journal of Academic Management Science Research (IJAMSR) ISSN: 2643-900X 6(9),
1-14
Ebuzoeme, F., C (2022). Technological Innovation and the Performance Of Food And Beverage
Manufacturing Companies. International Journal of Scientific and Research Publications,
12(2), 632-637.
Edeme, N.C, Eboh, M.E, Ehiedu, V. (2024). Performance influence and sales force enhancement
of selected SMES in Delta State, Nigeria. International journal of marketing and
communication studiesE-ISSN 2545-5273 8(4). 32-58
Ehiedu, Victor Chukwunweike (2018). Agricultural Output and Nigeria Economic Growth
Linkage.West African Journal of Business & Mgt. Sciences.Faculty of Business
Administration, Imo State University, Owerri. Imo State. Pp. 232-240. Vol. 8(1)
Ehiedu V.C and Imoagwu C.P, (2022). Effect of corporate diversification strategies on the
financial performance of industrial goods in Nigeria. International Journal of Applied
Research in Social Sciences P-ISSN: 2706-9176, E-ISSN: 2706-9184 DOI:
10.51594/ijarss.v4i8.390 Fair East Publishers
Ehiedu V.C. (2022).Corporate Finance Alternative and Shareholders’ Value Creation in Nigeria.
International Journal of Academic Accounting, Finance & Management
Research(IJAAFMR). Research (IJAAFMR). International Journals of Academic
Research World (IJARW). Pp. 26-33, 6(6)
Ehiedu, V. C. (2022). Analysis of micro prudential determinants of capital adequacy in deposit
money banks. International Journal of Management & Entrepreneurship Research, 4(11),
398-415.
Ehiedu, Victor C, (2022). Deficit financing (df) and sustainable growth (sg) in a small open
economy. International Journal of Academic Accounting, Finance & Management/
Research (IJAAFMR). International Journal of Academic Research World (IJARW). Pp.
1-96(7)
Ehiedu Victor C. and Brume-Ezewu, Christiana (2022). Corporate Attributes and
Environmental Social And Governance (Esg) Reporting Among Listed Nigerian Firms: A
Sector-Based Evaluation. International Journal of Management (IJM) Article ID:
IJM_13_14_041 ISSN Print: 0976-6502 and ISSN Online: 0976-6510 © IAEME
Publication. Pp.430-440, 11(1).
Ehiedu Victor C. and Okorie, S. (2022). Exchange Rate Fluctuations and Inflation Rate in
Nigeria: (1978 to 2019. Journal of Finance, Governance and Strategic Studies/.
Collaborative Research (CORE) Associates. Faculty of Humanities, Management and
Social Sciences Office Complex. Federal University Wukari. Taraba State. Pp.27-34. Vol.
5(1)
Ehiedu Victor C. and Okorie, S. (2022). Non-Oil Exports Financing and DMBs’ Performance
in Nigeria. Journal of Accounting, Finance & Management Discovery/ Collaborative
Research (CORE) Associates. Faculty of Humanities, Management and Social Sciences
Office

DOWNLOAD PDF

---

Back