Correlation Between Sustainable Agricultural Marketing and Marketing Performance of Listed Agricultural Firms in Rivers State

Abstract

This study investigated the relationship between sustainable agricultural marketing and marketing performance of listed agricultural firms in Rivers State. Specifically, the objectives of the study were to ascertain the extents to which sustainable agricultural marketing relate with marketing performance of listed agricultural firms in Rivers State. The population of the study was five (5) listed agricultural firms in Rivers State and four copies of the questionnaires were distributed to each of these listed agricultural firms in Rivers State and twenty (20) respondents provided primary data that were used to ascertain the relationship between the variables. The primary data were collected using a structured questionnaire that was designed in a five point Likert scale. Two (2) research hypotheses were tested using Pearson Product Moment Correlation with the aid of Statistical Package for Social Sciences to establish the relationships between the variables. Results of the test showed that sustainable agricultural marketing has significant and positive relationships with customer acquisition and shareholder’s wealth – the measures of marketing performance. Therefore, the study concluded that that sustainable agricultural marketing positively relates with marketing performance of listed agricultural firms in Rivers State. Therefore, the study recommended that managers of listed agricultural firms should improve on their sustainable agricultural marketing to enhance their marketing performance.

Keywords

References