PRODUCT DESIGN AND MARKETING PERFORMANCE OF ROOFING AND CEILING MANUFACTURING FIRMS IN BAYESLSA STATE, NIGERIA

CHUKWU, IFEANYI EMMANUEL; HANIEL O. EKE; SUNNY R. IGWE

Authors

CHUKWU, IFEANYI EMMANUEL Department of Marketing, Faculty of Management Sciences, University of Port Harcourt
HANIEL O. EKE Department of Marketing, Faculty of Management Sciences, University of Port Harcourt
SUNNY R. IGWE Department of Marketing, Faculty of Management Sciences, University of Port Harcourt

Keywords:

Geographic Segmentation, Marketing Performance, Customer Acquisition, Customer Retention Growth.

Abstract

This study focused on the relationship between product design and marketing performance of roofing and ceiling manufacturing firms in Bayelsa State, Nigeria. This study employed cross-sectional design. The population were three hundred, and forty six (346) participants, comprising owners, managers, supervisors, foremen, technical and other administrative/support staff of 11 roofing and ceiling manufacturing firms. The primary data were collected through well-structured questionnaire. Pilot study, confirmatory factor analysis and Cronbach Alpha were conducted to validate the instruments used in this study. Partial Least Squares Structural Equation Modelling (PLS-SEM) with the aid of SmartPLS software was employed to test the hypotheses. The study revealed that product design significantly relates with the measures of marketing performance. From the findings of the study, the study concluded that product design significantly relates to the measures of marketing performance. Based on the findings, the study recommended amongst others that effective product design will help the roofing and ceiling manufacturing firms in Bayelsa State to tailor their products and services to meet the needs of their customers, thus improving their customer acquisition and retention growth.

References

1.Abdirahman, M. R. & Wanjira , J. (2021). Effects of product design on performance of commercial banks in Garissa County, Kenya, International Journal of Research and Innovation in Social Science (IJRISS), 5(8), 453-460.

2.Adimo, A. A. (2017). The impact of distribution channel differentiation on organizational performance: The case of Sameer Africa limited in Nairobi, Kenya. https://www.semanticscholar.org/paper/THEIMPACT-OF-DISTRIBUTION-CHANNEL-DIFFERENTIATIONAdimo/17f034eab08e6b216b86cb6107c7a185c1739e92

3.Ahmad, R., & Buttle, F. (2022).Customer retention management – a reflection of theory and practice. Marketing Intelligence and Planning, 20(3), 149-161.

4.Ahmadi, H., & O’Cass, A. et al., (2021). ‘The role of entrepreneurial marketing in new technology ventures first product commercialisation, Journal of Strategic Marketing, 24(1), 47–60.

5.Ali, O., Osmanaj, V., Kwiatek, P., Alryalat, M., Chimhundu, R., & Dwivedi, Y. K. (2023). The impact of technological innovation on marketing: Individuals, organizations and environment: a systematic review. Economic Research-Ekonomska Istraživanja, 36(3). https://doi.org/10.1080/1331677X.2023.2210661.

6.Arabnarmi, B., Kheybari, S., Amiri, A.A.K.S., & Ishizaka, A. (2024). Integration of organizational, economic and customer-related attributes to prioritize marketing strategies. Journal of Business & Industrial Marketing, 39(10), 2222-2238.

7.Ateke, B. W., & Akani, G. H. (2018). Brand positioning and marketing wellness of deposit money banks. International Journal of Innovations in Social Science, Arts and Management, 8(1), 140-151.