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NWODO Sylvanus Ikechukwu
Department of Management Sciences (Marketing Programme)
Rhema University Aba, Abia State, Nigeria.
sylvanusnwodo@gmail.com

Abstract
This study examined the extent to which manufacturing firms in South-East Nigeria apply segmentation, targeting and positioning (STP), as well as the nexus between application of STP framework and marketing performance. The study adopted a descriptive design. The population of the study consisted 7,980 manufacturing firms in Anambra and Abia States in South-Eastern Nigeria. A sample size of 380 was drawn from the population using Taro Yemane formula for sample size determination. Stratified random sampling technique was used to arrive at test units. Descriptive statistics were used to summarize the data collected, while Pearson Product Moment Correlation was used to test the between application of STP framework and marketing performance. The study found a significant positive relationship between application of STP framework and marketing performance of manufacturing firms in South-East Nigeria. The study concludes that STP framework is a strategic driver of marketing performance, and recommends that manufacturing firms that seek improved marketing performance should prioritize regular market research to gather reliable data that improves segmentation accuracy, identify emerging customer needs, and guide better targeting and positioning decisions.

Keywords: Marketing performance, positioning, segmentation, targeting, manufacturing firms

DOLIRE Oluwafemi Anthony
Department of Marketing
Faculty of Administration and Management
Ignatius Ajuru University of Education Port Harcourt

Abstract
This study examined the relationship between green marketing strategy and sales performance of food and beverages firms in South-South Nigeria. 2 research and 2 hypotheses guided the study. The population of the study consisted seventy (70) registered food and beverage firms in South-South Nigeria. The study took a census, and surveyed 3 managers in each of the seventy (70) firms. Structured questionnaire was used to collect primary data. The reliability of the instrument was tested using Cronbach Alpha. A total of two hundred and ten (210) copies of questionnaire were distributed. Data generated were analyzed using Spearman’s rank order correlation. The study found that green distribution and green advertising which were used to proxy green marketing strategy have strong, positive and statistically significant relationship with sales performance of food and beverage firms South-South Nigeria. Therefore, the study conclude that green marketing strategy is a key determinant of sales performance of food and beverages firms in South-South Nigeria, and recommends that food and beverage firms in South-South Nigeria that seek improved sales performance should use eco-friendly distribution systems and green advertising as part of green marketing strategy designed to earn legitimacy and achieve increased sales performance.

Keywords: Green advertising, green distribution, green marketing strategy, sales performance.

BELLO Babatunde Sikiru1

OREAGBA Oluwakemi Taiwo2

1Department of Marketing, Federal Polytechnic, PMB 55, Bida, Niger State
bello.babatunde@fedpolybida.edu.ng
2Department of Management and Accounting
Lead City University Lagos-Ibadan Express Way, Toll Gate Area, Ibadan, Oyo State
oluwakemi.oreagba@lcu.edu.ng

Abstract
Religion play a central role in shaping consumer behaviour, particularly in culturally diverse communities like Bida in Niger State, Nigeria. In such environments, beliefs tied to faith significantly influence how people engage with Fast-Moving Consumer Goods (FMCGs). However, a growing disconnect has emerged between the religious expectations of consumers and the product offerings of FMCG companies. This gap often results in distrust and dissatisfaction among buyers who feel their values are overlooked. The purpose of this study was to assess how religious factors affect consumer experiences related to FMCGs in Bida. The research employed an explanatory design and focused on 1,500 small-scale businesses within the food and confectionery sector. The Taro Yemane formula was used to determine a sample size of 316 FMCG firms, while the test units were selected using purposive sampling. A structured, close-ended questionnaire was used to gather primary data, which was analyzed using descriptive statistics and regression analysis via SPSS. The results revealed a strong, statistically significant connection between religion and consumer experience. Based on these findings, FMCG businesses are encouraged to align their product labeling, packaging, advertising and timing of promotions with prevailing religious norms. When companies recognize and respond to such values, they are more likely to build trust, deepen loyalty and achieve greater market relevance.

Keywords: Consumer experience, FMCGs, halal, product quality, religion.

ADEKUNLE Adefemi1 ALAO Abiodun E2
ADEKUNLE Adeola Ahbeeb3 SALAMI Wasiu4
1, 2, 3, 4 Department of Marketing,
Moshood Abiola Polytechnic Ojere, Abeokuta, Ogun State, Nigeria

Corresponding email: salamiolumide12@gmail.com

Abstract

Small and Medium Enterprises (SMEs) are vital to economic development, particularly in advancing industrialisation and employment. However, SMEs in Ogun State, Nigeria face challenges due to limited digital transformation (DT) capabilities. As the global business landscape rapidly digitises, SMEs in Nigeria risk lagging behind due to low technology adoption, poor digital literacy, and inadequate digital infrastructure. This study examined effect of DT in terms of technology access, digital skill and operational integration on performance of SMEs in Ogun State, Nigeria. The study employed descriptive research. Its population comprised 126 SMEs in 5 local government areas of Ogun State, Nigeria. The study took a census, and sampled 504 owners and managers of SMEs in food and beverages, agro-allied and animal feeds, plastic and rubber, and wood furnishing and fittings across. Data were collected using a structured questionnaire whose reliability was confirmed using the Cronbach’s Alpha test. Data analysis was done using frequencies and percentages while test of hypotheses was done using the linear regression statistics. The study found that technology access, digital skills and operational integration all have significant positive effect on SMEs performance. Thus, the study concludes DT is crucial for growth and sustainability of SMEs in Ogun State, and recommends targeted interventions by government and stakeholders to strengthen technology ass, promote training in digital skills, and integration of digital technologies in SME operations.

Keywords: Digital infrastructure, digital literacy, digital transformation, sme performance, technology adoption.

NWODO Sylvanus Ikechukwu
Department of Management Sciences (Marketing Programme),
Rhema University Nigeria, Aba, Abia State.
sylvanusnwodo@gmail.com

Abstract
This study examined the effect of competitive strategy on marketing performance of Nike Lake Resort hotel Enugu, using technology-driven strategy, service excellence and location-based strategy to represent competitive strategy. The study adopted a descriptive research design. The population of the study consisted 165 staff of Nike Lake Resort hotel Enugu, comprising marketing manager, general manager and senior administrative staff. A sample size of 124 was drawn from the population using Taro Yamane’s formula. A structured questionnaire whose validity and reliability was determined through expert review panel and Cronbach’s Alpha was used to collect primary data. Linear regression analysis was used to test the effect of dimensions of competitive strategy on marketing performance. The results of the analyses showed that competitive strategy have significant effect on marketing performance of Nike Lake Resort hotel Enugu. Thus, the study concluded that marketing performance of Nike Lake Resort hotel Enugu largely depend on the implementation of competitive strategy grounded in data, customer insights and continuous improvement. The study recommends that Nike Lake Resort hotel Enugu should organize exclusive events like music festivals and cultural exhibitions to attract foreign and local guests; and introduce smart rooms with keyless entry, automated lighting, and personalized guest preferences.

Keywords: Competitive strategy, location-based strategy, marketing performance service excellence, technology-driven strategy.

NDUKWE-TOCHI Chinwe Chosen1

ACHARA Ogochukwu Larry2

OKPARA Roy Maduabuchi3

AGBARAEVOH Roseline Chinasa4

1Department of Marketing, Abia State University Uturu
ukonu.chosen@abiastateuniversitcy.edu.ng
2 Department of Management, Abia State University Uturu
achara.larry@abiastateuniversity.edu.ng
3 Department of Economics, Abia State University Uturu
roymokpara@gmail.com
4 Department of Accountancy, Abia State University,

agbaraevohrose@gmail.com

Abstract
This study investigated Nigerian consumers’ attitudes toward eco-friendly cosmetics and examined determinants of purchase intention within a green marketing framework. Grounded in the Theory of Planned Behaviour (TPB) and augmented by environmental concern and perceived consumer effectiveness, the study collected data from 450 urban consumers in Lagos and Abuja in a cross-sectional survey. Structural equation modelling was adopted to analyse the data. The results showed that environmental concern, perceived behavioural control and subjective norms are significant predictors of attitude, which in turn positively influence purchase intention. The findings underscore the critical role of green marketing communication and highlight actionable strategies for cosmetic firms seeking to enhance market share through sustainable offerings. Implications for theory and practice are discussed, and directions for future research are provided.

Keywords: Eco-friendly cosmetics, green marketing, purchase intention, sustainable consumption, theory of planned behaviour.

OKEREAFOR Geff1, EKE Abigail Chinwe2, AHAIWE Emmanuel3
1, 3Department of Marketing, College of Management Sciences
Michael Okpara University of Agriculture Umudike, Abia State

2Department of Industrial Relations & Personnel Management
College of Management Sciences
Michael Okpara University of Agriculture Umudike, Abia State

Corresponding email: geffie.ok@gmail.com

Abstract
This paper provided a review of Artificial Intelligence (AI) from an exploratory viewpoint and its imperatives for growth of SMEs in the context of emerging economies. The paper underscores the transformative impact AI has on modern business, and highlights the immense advantages and barriers associated with AI adoption by SMEs in less developed economies. The aim is to contribute to the expanding conceptual framework on AI, to deepen understanding and to emphasize the urgent need for AI implementation by SMEs in developing countries. Extant literature validates and indeed strongly supports the view that AI offers ample leverage for SMEs in emerging economies to catalyze innovation, generate employment, and for government and other stakeholders to continue to promote AI technology en route to achieving economic growth and development. The paper concludes that AI adoption is critical for the success of businesses in emerging economies and recommends that governments of developing countries should provide robust policy frameworks and financial incentives to enable SMEs adopt and implement AI.
Keywords: Artificial Intelligence, Emerging economies, SMEs, technology,

OLLORNWI Prince1,
OKWANDU Gabriel A.2, HAMILTON-IBAMA Lolia Edith-Onajite3
1, 2, 3 Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt.

Abstract
This study examined the relationship between organizational readiness and operational efficiency of oil and gas servicing companies in Rivers State. The objectives of the study was to determine how organizational readiness relates to cost reduction, enhanced productivity and customer satisfaction, as measures of operational efficiency of oil and gas servicing companies in Rivers State. The study adopted a descriptive design. The population of the study consisted 304 oil and gas servicing companies. A sample size of 173 was derived using Taro Yemane’s formula for sample size determination. Primary data was collected using questionnaire. The hypotheses formulated to guide the study were tested using Pearson’s Product Moment Correlation. The findings revealed a strong positive relationship between organizational readiness and measures of operational efficiency (cost reduction, enhanced productivity, customer satisfaction) of oil and gas servicing companies in Rivers State. The study concluded that organizational readiness contributes significantly to operational efficiency of oil and gas servicing companies in Rivers State; and recommends that management of oil and gas servicing firms in Rivers state that seek to improve their operational efficiency in terms of cost reduction, enhanced productivity and customer satisfaction should always be prepared to effectively implement new initiatives, adapt to change, and respond to industry challenges.

Keywords: Cost reduction, customer satisfaction, enhanced productivity, operational efficiency, organizational readiness.

JACK Tiyeinabuwesor Williamson1, ADIELE Kenneth C. 2
1, 2 Department of Marketing, Faculty of Administrative and Management,
Rivers State University Nkpolu-Oroworukwo Port Harcourt.

Abstract
This study investigated the relationship between information sharing and supply chain optimization of pharmaceutical products distributors in Rivers State. The study was conceptualized using information sharing as predictor to supply chain optimization, measured as cost reduction, product availability and strategic flexibility. The study adopted a survey research design. The population of the study comprised 35 major pharmaceutical products distributors in Rivers State. The sample size of the study was the same as the study population. 2 copies of questionnaire were administered to staff (procurement managers and marketing manager) of each of the 35 pharmaceutical products distributors. This means that a total of 70 respondents provided data for the study. Pearson’s Product Moment Correlation was used to test 3 hypotheses formulated for the study, relying on Statistical Packages for Social Sciences Version 23.0. The results of the analyses reveals the existence of significant relationship between information sharing and supply chain optimization of pharmaceutical products distributors in Rivers State. Thus, the study concluded that information sharing significantly relates with supply chain optimization of pharmaceutical products distributors in Rivers State; and recommends that managers of pharmaceutical products distributors should adopt information sharing as a means to enhance their supply chain optimization in terms of cost reduction, increase product availability and strategic flexibility.

Keywords: Cost reduction, information sharing, product availability, strategic flexibility, supply chain optimization.

WAITE Ilayira Hilary1, GLADSON-NWOKAH Juliet2, OGONU Chituru Gibson3
1, 2, 3 Department of Marketing, Faculty of Management Sciences
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
illahill127@gmail.com

Abstract
This study investigated the relationship between brand association and marketing effectiveness of fast moving consumer goods (FMCG) companies in Rivers State. The objective of the study was to assess the relationship between brand association and measures of marketing effectiveness such, customer acquisition, customer retention and customer expansion. The population of the study comprised 21 FMCG companies in Rivers State and 63 respondents comprising marketing, sales and production managers provided primary data for the study through structured questionnaire designed in Likert 5- point scale. The reliability of the study instrument was determined using the Cronbach’s Alpha reliability test, and 3 null hypotheses were tested using Pearson Product Moment Correlation with the aid of the Statistical Package for Social Sciences, version 25.0. Test of hypotheses revealed that brand association has very strong, positive and statistically significant relationship with customer acquisition, customer retention and customer expansion. The study concludes that brand association significantly relates to marketing effectiveness of FMCG companies in Rivers State, and recommends that managers of FMCG companies in Rivers State that intends to improve their marketing effectiveness should improve the functional and non-functional attributes of their product.

Keywords: Brand association, customer acquisition, customer expansion, customer retention, marketing effectiveness.