Title: Eco-friendly Packaging and Marketing Performance of Sampled Food and Beverage Manufacturing Industries in South-South Nigeria
Authors: Francisca Ebele Nwawume & Adegbite Yetude
Volume: 8
Issue: 11
Pages: 67-74
Publication Date: 2024/11/28
Abstract:
The integrative research investigated the effect of eco-friendly Packaging on the marketing performance of sampled food and beverage manufacturing industries in South-South Nigeria. The study sampled 83 registered food and beverage manufacturing firms in South-south Nigeria. A total of Three Hundred and Thirty-Two (322) copies were shared using the random sampling technique. However, Two hundred and eighty-seven (287) copies were returned, which amounted to 86%. The demographic of Respondents includes their position, educational qualification, working experience and gender. The study decomposed marketing performance into customer satisfaction, repeat patronage and market share growth. In line with the research questions raised, three models were formulated. Emphasis was made on the Analysis of Variance (ANOVA), Beta (?), correlation coefficient (R), Beta (?), coefficient of determination (R2) and Durbin Watson Statistics. The study evidenced that eco-Packaging materials significantly improved customer satisfaction, repeat patronage and market share growth of sampled manufacturing firms in south-south Nigeria. The study concluded that there was a very strong significant linear effect between eco-packing and the dimensions of marketing performance of the manufacturing industry in south-south Nigeria. Thus, eco-packing has become an essential practice of the manufacturing industry in bringing their services closer to the people at the grassroots level. There is no doubt that the manufacturing industry, since its adoption into the manufacturing sector, has helped improve marketing performance.