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

doi:10.56201/jbae.v10.no4.2024.pg1.23

📄 Download Paper

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 strategyMarketing performancefast food moving consumer goodsproduct differentiationdistribution channels differentiationmarket 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, [email protected]./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

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

Abstract

Keywords

References

More Articles from JOURNAL OF BUSINESS AND AFRICAN ECONOMY