ABSTRACT

Corporate social responsibility has become the central focus in examining the relationship between business organizations and the society. This study was carried out to empirically examine the effect of corporate social responsibility on the marketing performance of Dangote Flourmills Nigeria Plc. Five (5) research question was formulated that guided the study. The data used for this study was gotten from the annual report of Dangote Nigeria Plc from the year 2006 -2015. Subsequently, the data were analyzed using descriptive (charts,) and inferential (simple regression and correlation models) statistics. From the trend analysis carried out the result shows that Profit had a steady increase all through the years apart from 2011 when there was a slight decrease. Sales had a steady growth and kept increasing at a moderate and steady pace in the year apart form 2011 when there was a slight decrease. The company market share had a steady increase throughout the years, the market share grew from 36% to 64%. Shareholders wealth was increasing at a steady pace through the years but there was a little drop in the year 2008 and 2014. From the regression analysis carried out the result shows that the coeffient of corporate social responsibility was significant at 1 percent level with positive sign, the coefficient of corporate social responsibility was significant at 5 percent level with positive sign. The coefficient of corporate social responsibility was significant at 1 percent level with positive sign. The coefficient of corporate social responsibility was significant at 1 percent level with positive sign. The results of the correlation shows a very strong and positive correlation of r 0.745 implying that 74.5% of changes in corporate social responsibility was influenced by profit and was significant at 5% level. The result further showed that a very strong and positive correlation of r = 0.789 implying that 78.9% of changes in corporate social responsibility was influenced by sales and was significant at 1% level. The result showed that a very strong and positive correlation of r = 0.741 implying that 74.1% of changes in corporate social responsibility was influenced by Market Share and was significant at 1% level. Based on the finding of the study recommendations were made. For business corporations to dominate in the market place they should formulate financial polices not only for strategic purpose and profitability prospective but also giving benefit to all stakeholder environment, society and economy by investing in corporate social responsibility practices; Company must keeping in view the future need of financial capital and availability of slack resources and then funding in corporate social responsibility practices; Corporations that have a sustainable financial position should invest in corporate social responsibility activities and should reserve fund to meet the future uncertainties' and investments projects; Moreover in order to continue the corporation participation in social responsility activities on a regular basis, companies should be providing financial reports about these pItices. This will help corporations to continue corporate social responsibility practices by mean of awards and improving their investment rating. This will boost up the profitability of corporations.