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NWAFOR Onyemelike Chidiebere1, OKWANDU Gabriel A. 2, HARCOURT Horsfall3
1, 2, 3Department of Marketing, Faculty of Management Sciences
Rivers State University Nkpolu-Oroworukwo, Port Harcourt, Nigeria

Abstract
This study investigated the relationship between green packaging and supply chain competitiveness of electronics distribution companies in South-East Nigeria. The study was anchored on transaction cost economies theory. The study adopted a, explanatory research approach. The population of the study consisted one hundred and fifteen (115) electronics distribution companies. The Taro Yamane’s formula was used to derive a sample of eighty-one (81) companies. One logistics manager from each company was drawn from the 81 companies to provide primary data for the study. A structured self-administered questionnaire was used to collect primary data. The Cronbach’s Alpha test was used to ascertain the consistency of the constructs in the questionnaire, with a threshold of 0.7. The Pearson Product Moment Correlation was employed to determine the degree and direction of relationship between the variables. The statistical package for social sciences (SPSS) version 25.0 aided the tests. Results from the analysis showed that green packaging significantly relates to supply chain competitiveness (innovativeness, cost reduction, optimal resource utilization). Thus, the study concluded that green packaging contribute to innovativeness, cost reduction, and optimal resource utilization of electronics distribution companies in South-East Nigeria; and recommends that management of electronics distribution companies in South-East Nigeria should effectively implement green packaging, if they seek to improve the competitiveness of their supply chain.

Keywords: cost reduction, green packaging, innovativeness, optimal resource utilization, supply chain competitiveness.

OKWONG Stella Bassey1
IKEGWURU MacKingsley2, ATEKE Brown Walter3
1, 3 Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
2 Department of Logistics and Supply Chain Management
Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt.

Abstract
This study examined the nexus between information sharing and market presence of fast moving consumer goods (FMCG) distributors in Rivers State. The study took a unidimensional view of information sharing, and represented market presence with brand awareness and product availability. The population of the study comprised 12 FMCG distributors in Rivers State. The study adopted the universe as its sample, and collected primary data from customer service, operations and logistics manager of each firm. Structured questionnaire was used to collect primary data. The hypotheses formulated for the study was tested using Spearman’s Rank Order Correlation. The study found that information sharing has positive and statistically significant connection with market presence. Specifically, the results indicate that information sharing has very strong positive and statistically significant correlation with brand awareness, and moderate positive and statistically significant correlation with product availability. The study therefore conclude that information sharing is a pivot for market presence (brand awareness and product availability); and recommend that FMCG distributors in Rivers State that seek improved market presence in terms brand awareness and product availability should enter into information sharing arrangement with other firms in their supply chain. This will allow them to source and utilize valuable information resources that will enliven market presence; as they will no longer rely solely on internal information resources.
Keywords: Brand awareness, information sharing, market presence, product availability

BERNARD Peniel1 DIDIA James U. D.2 AKEKUE-ALEX Nennaaton3
1, 2, 3 Department of Marketing, Faculty of Administration and Management,
Rivers State University, Port Harcourt.

Abstract
This study investigated the relationship between vendor managed inventory (VMI) and logistics performance of quoted oil and gas companies in Nigeria. The study adopted a survey research design.
Primary data was collected from 27 senior managers in operations, logistics, and warehousing from 9 oil and gas firms listed on the Nigerian Exchange Group (NGX). The study employed a structured questionnaire for the collection of data to assess the impact of VMI on 3 indicators of logistics performance: on-time delivery, order fulfilment, and transportation cost. Spearman’s rank-order correlation was utilized for data analysis, with the results revealing significant positive relationship between VMI and all 3 logistics performance metrics. Specifically, VMI was found to have a strong correlation with on-time delivery (rho = .961, p = .000), order fulfilment (rho = .955, p = .000), and transportation cost (rho = .949, p = .000). These findings suggest that VMI improve logistics performance by reducing lead times, enhancing order accuracy, and minimizing transportation expenses. The study recommends the full adoption of VMI, supported by advanced technology and continuous supplier collaboration, to optimize logistics performance in the Nigerian oil and gas sector.

Keywords: Logistics performance, on-time delivery, order fulfilment, transportation cost, vendor managed inventory.

OSUIGBO Grant
Department of Marketing Faculty of Management Sciences
Rivers State University-Nkpolu-Oroworukwo, Port Harcourt.

Abstract
Supply chain visibility (SCV) is essential to sustained competitive edge, particularly for firms operating within highly complex and constantly changing contexts. This study explored the concept of SCV and relevant to enhanced competitive advantage in terms of service quality and customer satisfaction. The study draw on extensive literature review to assess how SCV contribute to competitive advantage of firms. Resource based view constituted the theoretical framework of the study. The literature review reveals that robust SCV significantly bolster service quality and customer satisfaction; given that firms are willing to address the challenges of high implementation cost and technological complexities that beset SCV. Thus, the study concludes that SCV enhance competitive advantage of firms by contributing to better performance management, effective resource utilization, and a stronger market position; and recommends that firms, especially those operating in dynamic and competitive markets should invest in advanced technologies and infrastructure that enhance SCV capabilities.

Keywords: Competitive advantage, customer satisfaction, service quality, supply chain visibility.

EGBUCHE Victoria Uzochukwu
Department of Marketing, Faculty of Management Sciences
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
OGONU Chituru Gibson
Department of Marketing, Faculty of Management Sciences
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
gibson.ogonu@ust.edu.ng

Abstract
This study examined the relationship between electronic tendering (e-tendering) and operational efficiency of soft drink distribution companies in Port Harcourt. The objective of the study was to determine the extent to which improvements operational efficiency in terms of customer service, supplier quality and cost control of soft drink distribution companies in Port Harcourt can be ascribed to the practice of e-tendering. The study adopted a survey research design. The population of the study consisted 37 registered and functional soft drink distribution companies; and the entire population was surveyed. Primary was collected using questionnaire designed in 5-point Liker scale, and whose reliability was ascertained using the Cronbach’s Alpha test. The Spearman’s Rank Correlation served as test statistic, relying on SPSS version 24.0. The study found moderate positive relationship with customer service, weak positive relationship with supplier quality and very strong positive relationship with cost control. The study also found that the relationship between e-tendering and all the metrics of operational efficiency are statistically significant. Thus, the study concluded that e-tendering has positive significant relationship with operational efficiency of soft drink distribution companies in Port Harcourt. The study recommends that soft drink distribution companies in Port Harcourt that seek to boost their efficiency (customer service, supplier quality and cost control) adopt the practice of e-tendering to promote transparency and credibility in approval of qualified bid.

Keywords: Cost control, customer service, e-tendering, operational efficiency, supplier quality.

IRINGE Victory Enyidah
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt.

Abstract
This study examined the relationship between brand sincerity and spiral consumption behaviour.
Brand sincerity was the predictor variable, while spiral consumption is the criterion variable, and was proxied by frequency of purchase, consumer confidence and level of debt. This study adopted a correlational research design. The population of the study consisted consumers of cosmetic products in South-South Nigeria. The used randomly surveyed 228 consumers of cosmetic products from the 6 States of South-South Nigeria. Questionnaire was used to collect primary data from the respondents.
The study tested 3 hypotheses using the Pearson Product Moment Correlation, relying on Statistical Package for the Social Sciences (SPSS) version 23.0. Tests of hypotheses showed that brand sincerity has strong positive and statistically significant correlation with spiral consumption. The study concludes that brand sincerity relates to spiral consumption, and that brand sincerity is a strong pretext to elicit frequency of purchase, consumer confidence and level of debt of consumers of cosmetic products in South-South Nigeria. Thus, the study recommends manufacturers and dealer of cosmetic products should build brand sincerity if they seek to elicit spiral consumption of consumers.

Keywords: Brand sincerity, consumer confidence, frequency of purchase, level of debt, spiral consumption.

POKUBO Hilda I.
Department of Marketing, faculty of administration and management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
HARCOURT Horsfall
Department of Marketing, faculty of administration and management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
HAMILTON-IBAMA Edith-Onajite Lolia
Department of Marketing, faculty of administration and management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt.

Abstract
This study examined the relationship between retro-branding and marketing success of fast moving consumer goods firms (FMCG) in Rivers State. Retro-branding was used as the predictor to marketing success in terms of brand awareness and new customer acquisition. A survey research design with explanatory attribute was adopted to study twenty FMCG firms with 5 managerial staff each to reach 100 respondents. Copies of questionnaires were produced and distributed to the 100 respondents and 93 copies were retrieved and found useable for the study. Data collected from respondents were analysed with both descriptive and inferential statistics. The findings of the study revealed a positive and significant relationship between retro-branding and indicators of marketing success. Based on the findings, the study concludes that retro-branding relates to marketing success of FMCG firms in Rivers State; and recommends that managers of FMCG firms should engage in retro-branding to boost their marketing success.

Keyword: Brand awareness, market success, new customer acquisition, retro-branding.

TELEMA-DAREGO Owuma
Department of Marketing, Faculty of Administration and Management
Rivers State University Port Harcourt, Nigeria
NWOKAH Gladson N.
Department of Marketing, Faculty of Administration and Management
Rivers State University Port Harcourt, Nigeria
DIDIA James U. D.
Department of Marketing, Faculty of Administration and Management
Rivers State University Port Harcourt, Nigeria
HARCOURT Horsfall
Department of Marketing, Faculty of Administration and Management
Rivers State University Port Harcourt, Nigeria.

Abstract
This study examined the relationship between aggressive pricing and marketing competiveness of entertainment firms in Rivers State. The objective was to establish the direction and strength of relationship between aggressive pricing and market share growth and sales growth as indicators of marketing competiveness. The study adopted a survey research design. The population of the study comprised 116 entertainment firms. The study worked with 92 firms as the sample size and 276 respondents. Data was collected using self-administered structured questionnaire that was validated for the study. The study adopted quantitative method of data analysis which means that the gathered data from the retrieved research questionnaire was analyzed statistically and in two phases’ namely univariate analysis and bivariate analysis. The study found a strong correlation between aggressive pricing and market share growth; and a very strong correlation between aggressive pricing and sales growth. The study concludes that aggressive pricing has significant relationship with competiveness of entertainment firms in Rivers State; and recommends that marketing manager of entertainment firms should focus on aggressive pricing to achieve improved competiveness in terms of market share growth and sales growth.

Keywords: Aggressive pricing, marketing competiveness, market share growth, sales growth

WACHUKU Samuel Kinikandu
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
NWOKAH N. Gladson
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
HARCOURT Horsfall
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt.

Abstract
This study examined the relationship between supply chain agility and performance of oil and gas firms in Rivers State. Supply chain agility was used as a unidimensional variable, while performance was measured using profitability and market share. The theoretical foundation of the study was resource-based view. The study adopted a survey research design. The population of the study consisted 29 oil and gas firms. The sample size was the same as the population. The study collected primary data using questionnaire, while the hypotheses were tested using Pearson Product Moment Correlation (PPMC) with the aid of Statistical Package for Social Sciences 23.0. The findings are that supply chain agility has strong and positive relationship with profitability and market share, hence performance of oil and gas firms in Rivers state.
Based on these findings, the study concludes that supply chain agility is significantly related to firm performance. On the basis of this conclusion, the study recommends that oil and gas firms in Rivers State should invest in resources that boost their agility.

Keywords: Firm performance, market share profitability, supply chain agility.

SAMUEL Josephine
Department of Marketing, Faculty of Administration and Management
Rivers State University Port Harcourt
josephine.samuel@ust.edu.ng
NWOKAH N. Gladson
Department of Marketing, Faculty of Administration and Management
Rivers State University Port Harcourt
DIDIA James U. D.
Department of Marketing, Faculty of Administration and Management
Rivers State University Port Harcourt
HARCOURT Horsfall
Department of Marketing, Faculty of Administration and Management
Rivers State University Port Harcourt.

Abstract
This study examined the relationship between commitment and customer retention in insurance companies in Rivers State, Nigeria, focusing on customer satisfaction, repeat purchase rate, customer lifetime value, and customer advocacy as measures of retention. Utilizing a quantitative approach, the research distributed 184 copies of questionnaire, and yielded 98 usable responses. The analysis employed Spearman’s rho correlation to assess the relationships among the variables. The findings revealed significant positive correlations between commitment and customer satisfaction (rho = 0.552, p < 0.05), repeat purchase rate (rho = 0.641, p < 0.05), customer lifetime value (rho = 0.561, p < 0.01), and customer advocacy (rho = 0.421, p < 0.05). These results indicate that higher levels of commitment are associated with increased customer satisfaction, repeat purchase rates, lifetime value, and advocacy, suggesting that commitment plays a crucial role in enhancing customer retention within the insurance sector. The study’s insights are supported by relationship marketing theory and social exchange theory, which emphasize the importance of commitment in fostering strong customer relationships. This research contributes to the understanding of customer retention dynamics in Nigeria’s insurance industry, highlighting the need for companies to prioritize commitment in their strategies to cultivate enduring customer relationships and improve overall retention rates.

Keywords: Commitment, customer retention, customer satisfaction, repeat purchase rate, customer lifetime value, customer advocacy