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