OKOKPA Louisa Chioma1 HARCOURT Horsfall2 ORLU Rising Ezekiel3
1, 2 Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
3 Department of Logistics and Supply Chain Management, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Corresponding email: harcourt.horsfall@ust.edu.ng
Abstract
This study examined the nexus between ABC technique and marketing performance of fast-moving consumer goods manufacturing companies in South-South, Nigeria. The study treated ABC technique unidimensionally, while marketing performance was decomposed into innovativeness, cost advantage and customer acquisition. The study adopted a correlational research design with a quantitative research approach. The study population comprised 20 consumer goods companies in South-South Nigeria, quoted on the Nigerian Stock Exchange. The study adopted a census method and administered three copies of questionnaire to Operations Managers, Procurement/Logistics Managers, and Marketing Managers from each of the twenty FMCGs in South-South Nigeria. This means that a total of 60 respondents were used for the study. Pearson’s Product Moment Correlation was used to test the hypotheses with the aid of the Statistical Package for the Social Science, version 25.0. The study found that ABC technique positively and significantly relates to marketing performance, and concluded that ABC technique significantly and positively relates to marketing performance of fast-moving consumer goods manufacturing companies in South-South, Nigeria. The study recommends that managers of fast-moving consumer goods manufacturing companies should integrate ABC technique in their inventory processes, as this can enhance their marketing performance.
Keywords: ABC technique, cost advantage, customer acquisition, innovativeness, marketing performance.