EFFECT OF STRATEGIC ORIENTATION ON PERFORMANCE OF FOOD AND BEVERAGE FIRMS IN ENUGU STATE, NIGERIA

Purity Uzoamaka Ndubuisi-Okolo, Rita Ifeoma Anekwe, Grace Nwanonigwe Akaegbobi, Nkechi Onuzulike-Chukwuemeka

Abstract


This work focused attention on effect of strategic orientation on Food and Beverage Firms in Enugu State. Specifically, it delved into the effect of market orientation on the market share of Food and Beverage Firms in Enugu State. Survey research design was adopted as the study made use of a structured questionnaire configured to capture the specific objective of the study. We had a total population of two hundred (200) extracted from the staff of registered food and beverage firms in Enugu State. A Census Sampling Method was used which gave room for all the participants to be included. Data were gathered through structured questionnaire, designed in a five point likert scale to illicit responses from the respondents. The data generated were analyzed descriptively and the formulated hypothesis was tested using Simple Regression Analysis. The result revealed that market orientation had a significant positive effect on market share of Food and Beverage Firms in Enugu State. The study, therefore, recommended that Food and beverage firms in Enugu State need to be sensitive and alert to detect the changes in the environment that would adversely affect their activities. This strategy will help to curtail the alarming rate of failures besetting manufacturing sectors in Enugu State in particular and Nigeria in general.

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