PACKAGE RECYCLABILITY AND MARKETING SUCCESS OF QUOTED FOOD AND BEVERAGES FIRMS IN NIGERIA

Authors

  • Acee-Eke, Beatrice Chinyere Department of Marketing, Faculty of Management Sciences, Ignatius Ajuru University of Education, Rumuolumeni, Port Harcourt
  • Odunu, C. C. Department of Marketing, Faculty of Management Sciences, Rivers State University, Nkpulo Oroworukwo Port Harcourt, Rivers State, Nigeria

Keywords:

Eco-based product Recyclability, Marketing Success, Eco-friendly Technology, Pooled Regression Analysis

Abstract

The study investigated the influence of eco-based product recyclability on marketing success of food and beverages firms in Nigeria. The study is a quantitative research using panel data framework. Alpha reliability coefficient calculated for each of the dimensions of eco-based product strategies is above the threshold value of 0.7. All empirical analysis were done using excel version 2016, SPSS version 22 and EViews version 10 respectively. Package recyclability shows positive influence on all the measures of marketing success. However, while the influence is highly significant for market share, it is weakly significant for profitability and insignificant for sales growth. Eco-friendly technology played a positive and highly significant moderating role in the influence of eco-based product strategies on marketing success. Based on this finding, the study concludes that when each of the marketing success measures was modeled to depend on the three dimensions of eco-based product strategies, the results shows that the market share model performed better than those of sales growth and profitability. Following this, the study recommends that food and beverages firms should package their products with materials that are reusable which helps them to reduce the cost of production thereby increasing profitability.

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Published

2024-07-07

How to Cite

Acee-Eke, Beatrice Chinyere, & Odunu, C. C. (2024). PACKAGE RECYCLABILITY AND MARKETING SUCCESS OF QUOTED FOOD AND BEVERAGES FIRMS IN NIGERIA. BW Academic Journal, 1(2), 1–9. Retrieved from https://bwjournal.org/index.php/bsjournal/article/view/2049