Brand Repositioning and Marketing Performance of Food and Beverages Manufacturing Companies in Rivers State

Abstract

The study examines the empirical relationship between brand repositioning and marketing performance of food and beverages manufacturing companies operating in Rivers State. The study adopted a correlational investigation. The population of this study consist of twenty-seven (27) food and beverages companies in Rivers State. The study took a census. Four (4) respondents were drawn from each of the companies making a total of one hundred and eight (108) respondents to whom copies of structured questionnaire were administered. The hypotheses were tested using the Spearman Rank Order Correlation with the aid of statistical packages of social science (SPSS) version 26.0. The study findings revealed that there is a significant relationship between brand repositioning and marketing performance of food and beverages manufacturing companies in Rivers State. The study concluded that brand repositioning contributes positively towards outcomes of customer retention, customer acquisition and customer commitment of the food and beverages manufacturing companies in Rivers State.

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