MARKETING INTELLIGENCE AND FIRMS PERFORMANCE OF LOCAL FOOD DEALERS IN PORT HARCOURT

Abstract

This study examined the relationship between marketing intelligence and firms’ performance of Local Food Dealers in Port Harcourt. Correlational survey design was adopted for this study. The population of this study was 250 Local Food Dealers in Port Harcourt. The study adopted the census sampling techniques of 250 Local Food Dealers in Port Harcourt. Structured questionnaire instrument titled Marketing Intelligence and Firms’ Performance Questionnaires (MIFPQ) was developed on four-point likert scale to obtain respondents information. The result of the Cronbach's Alpha reliability test indicates 0.75 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 competitive analysis and financial performance of Local Food Dealers in Port Harcourt. There is a significant relationship between customer insights and operational performance of Local Food Dealers in Port Harcourt. The study concluded that marketing intelligence have a positive significant relationship with firms’ performance of Local Food Dealers in Port Harcourt. The study recommended that Local Food Dealers should invest in continuous training for employees on how to effectively gather and interpret marketing intelligence, including both customer insights and competitive analysis.