Entrepreneurial Marketing Strategies and Marketing Performance of Soft Drink Distributors in Rivers State

Abstract

This study investigated the relationship between entrepreneurial marketing strategies and marketing performance of soft drink distributors in Port Harcourt. The objectives of the study was to ascertain the extent to which entrepreneurial marketing strategies relate with marketing performance of soft drink distributors in Rivers State. The primary data was collected through a questionnaire that is designed in Likert scale of very high extent to very low extent. The population of this study was thirty-seven (37) soft drink distributing firms registered with the Rivers State Ministry of commerce and industry. Three (3) managers- marketing managers, sales managers and customer service managers were respondents from each of 37 soft drink distributing firms totaling 111 respondents that provided primary data that used to ascertain the relationship between the variables. The spearman rank order coefficient was the test statistics, using SPSS. 22.0 for all statistical work. The results of the test showed that entrepreneurial marketing strategies have significant and positive relationships with customer acquisition and customer retention of soft drink distributors in Rivers State – the measures of marketing performance. Therefore, the study concluded that that entrepreneurial marketing strategies relates with marketing performance of soft drink distributors in Port Harcourt. Therefore, the study recommended that management of soft drink distributing companies should use adequate entrepreneurial marketing strategies to enhance the marketing performance of their business.

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