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VOL. 6, ISSUE 2 (2021)
Brand positioning strategies and sales performance of food and beverages manufacturing smes in Rivers state, Nigeria
Authors
Lawrence Amadi
Abstract
This paper examined the relationship between brand positioning strategies and sales performance of food and beverage manufacturing SMEs in Nigeria. The study employed the quantitative research approach and the correlation survey research design. A structured questionnaire which was designed on a four point rating scale was used to elicit data from a sample of 113 food and beverage manufacturers in Rivers State. The data collected were analyzed statistically using the Pearson Product Moment Correlation and the SPSS 21.0 version. The results revealed that quality positioning strategy has a positive and significant relationship with sales performance (sales growth and sales turnover) of food and beverage manufacturing SMEs. The study also found a positive and significant relationship between benefit positioning strategy and sales performance (sales growth and sales turnover) of food and beverage manufacturing SMEs. A positive and significant relationship was equally found between price positioning strategy and sales performance (sales growth and sales turnover) of food and beverage manufacturing SMEs. From the findings, it was concluded that brand positioning strategies significantly enhance sales performance of food and beverage manufacturing SMEs in Rivers State. Based on the findings and conclusion, it was recommended that food and beverage manufacturing SMEs in Nigeria especially those in Rivers State should adopt brand positioning strategies (quality, benefits and price positioning strategies) as it would enhance their sales performance.
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Pages:14-22
How to cite this article:
Lawrence Amadi "Brand positioning strategies and sales performance of food and beverages manufacturing smes in Rivers state, Nigeria ". International Journal of Multidisciplinary Education and Research, Vol 6, Issue 2, 2021, Pages 14-22
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