LOGISTICS MANAGEMENT ADOPTION AND MARKETING PERFORMANCE OF FOOD AND BEVERAGE INDUSTRIES IN RIVERS STATE.

Abstract

This study examined the relationship between logistics management adoption and marketing performance of food and beverage industry in Rivers State. Two objectives, two research questions and two hypotheses were formulated to guide the study. This study adopted the correlation survey research. The population of the study comprised 30 food and beverage firms in Port Harcourt. Based on the population of the study. The study adopted a census approach with a focus on the staff (transport manager, distribution manager and warehousing manager). To ascertain the respondents, the questionnaire was distributed in batches of three (3) copies per headquarter branch. A total of ninety (90) copies of the questionnaire were distributed. Copies of the questionnaire were administered and distributed to the management staff of food and beverage firms in Port Harcourt. The reliability of the study was tested using the Cronbach Alpha method. The study employed the Spearman Rank-order Correlation Coefficient for testing the hypotheses formulated for the study. The findings of the study established that transport cost showed a positive and significant relationship with profitability growth of food and beverage industry in Rivers State. It also confirmed that warehouse cost showed a positive and significant relationship with profitability growth of food and beverage industry in Rivers State. It was concluded that logistics management cost is a precursor to profitability growth of food and beverage industry in Rivers State. The study recommends that food and beverage firms should incorporate transport management (vehicle scheduling and route planning) in their operations processes and warehouse management strategy such as just-in-time (JIT) should be used to manage the warehouse.