Title: Mind Of Marketing And Business Effectiveness Of Iphones Firms In River State
Authors: NWIEPE, Naata Michael, PhD; TEDDY Cameron Ferdinand; SYER Bene Patrick
Volume: 10
Issue: 2
Pages: 81-91
Publication Date: 2026/02/28
Abstract:
This study examined the relationship between mind of marketing and business effectiveness of iPhone firms in Rivers State, Nigeria, with specific focus on customer orientation and proactive orientation. Despite the growing demand for iPhone products, many firms in the state continue to experience inconsistent performance, low customer retention, and intense competitive pressure, suggesting weaknesses in marketing mindset and strategic orientation. To address this problem, the study adopted a survey research design. A population of registered iPhone firms in Rivers State was considered, from which a sample size of 250 firms was targeted. Out of these, 198 usable questionnaires were retrieved and analyzed using descriptive statistics and Pearson Product Moment Correlation. The findings revealed that customer orientation has a significant effect on business effectiveness, indicating that firms that prioritize understanding and satisfying customer needs achieve better sales growth and customer loyalty. The study also found that proactive orientation significantly influences business effectiveness, as firms that anticipate market trends and customer expectations perform better competitively. The study concluded that cultivating a strong mind of marketing is critical for enhancing the business effectiveness of iPhone firms in Rivers State. Consequently, it was recommended that iPhone firms strengthen customer-focused marketing practices and adopt proactive market strategies to sustain competitive advantage and improve overall performance.