Title: Total Quality Management And Marketing Performance Of Champion Breweries In Uyo, Akwa Ibom State
Authors: Nfawa Erasmus Usani PhD, Ini Smart Udoh PhD, Mfon Isaac Effiong and Mary Akpan Udeme
Volume: 10
Issue: 1
Pages: 105-113
Publication Date: 2026/01/28
Abstract:
The purpose of this study was to investigate the influence of total quality management on the marketing performance of Champion Breweries PLC in Uyo, Akwa Ibom State. The study population was 100 and made up of all individuals involved in marketing/sales, production and quality assurance departments. The major instrument for data collection was the questionnaire. The proxies for total quality management were continuous improvement and customer focus practice. The instrument was administered to every member of the population, out of which 97 copies of the questionnaire were completed and returned in usable form. Data collected was analysed using percentage analysis, and hypotheses formulated were tested using multiple regression analysis. Findings from the study revealed that there is a significant positive influence of total quality management dimensions (continuous improvement and customer focus practice) on marketing performance. Based on the findings, it was concluded that total quality management influences the marketing performance of Champion Breweries PLC. Consequently, it is recommended that manufacturing companies implement marketing strategies that are highly effective to continuously improve their customer base, boost sales, and enhance their overall marketing performance.