CULTURAL DYNAMICS AND BUSINESS SUCCESS OF PAINT MANUFACTURING COMPANIES IN RIVERS STATE

Abstract

This study examined the relationship between cultural dynamics and business success of paint manufacturing firms in Rivers State. Correlational survey design was adopted for this study. The population of this study was 150 managers from paint manufacturing firms in Rivers State. The study adopted the census sampling technique. Structured questionnaire instrument title Cultural Dynamics and Business Success Questionnaires (CDBSQ) was developed on four-point likert scale to obtain respondents information. The result of the Cronbach's Alpha reliability test indicates .75 which is above .70 which implies that the items are reliable. PPMC (Person Product Moment Correlation) was used to test hypotheses on SPSS version 25.  There is a significant relationship between social structures and market share growth of paint Manufacturing firms in Rivers State. There is a significant relationship between cross-cultural communication and customer satisfaction of paint Manufacturing firms in Rivers State. The study concluded that cultural dynamics have a significant relationship with business success of paint manufacturing firms in Rivers State. The study recommended among others that, to foster better customer relations, firms should invest in training their staff on cross-cultural communication and competence.