MARKETING LOGISTICS ADOPTION AND CONSUMER BUYING BEHAVIOUR OF FOOD AND BEVERAGE FIRMS IN PORT HARCOURT.

Abstract

This paper empirically examine marketing logistics and consumer buying behaviour of food and beverage firms in Port Harcourt. The study objective was to determine the relationship between marketing logistics and consumer buying behaviour of the food and beverage firms in Port Harcourt. The population of the study comprised of all the food and beverage firms in Port Harcourt. The research design adopted for the study correlation analysis. The Pearson Product Moment Correlation (PPMC) statistics stated was used to test the hypotheses and supplemented with use of SPSS version 21.0. The result of the study indicated that delivery speed has a strong positive and significant relationship with repurchase intention and also a very strong positive and significant relationship with customer loyalty. We therefore concluded that marketing logistic has a very strong positive significant with consumer buying behaviour of food and beverage firms in Port Harcourt. Based on the conclusion, it is recommended that food and beverage firm should invest in systems that allow them together and have about products in other to enhance delivery speed, customers will enable them to dealer services that, meet customer needs and that forms should regularly conduct market research to understand changing customers preferences, in other to enhance current customer expectations.