ABSTRACT

This research work determined the effects of logistic management practices on marketing performance of selected firms in the food and beverage industry in South South Region, Nigeria with particular reference to Bayelsa, Delta, Edo and Rivers States. Thirty firms were studied across the South-South Region, Nigeria. Three hundred and sixty (360) staff constituted the population of the study, according to the corporate record (2017) from the personnel department of their respective companies. Sample size of one hundred and eighty nine (189) respondents were drawn from the population with applications of Taro Yamane's formula hence one hundred and eighty nine (189) copies of questionnaires were distributed to management staff of Sales and Marketing Departments of the respective companies of food and beverage firms in South-South Region, Nigeria. The data collected were subjected to statistical scrutiny specifically, Cronbach alpha was used to determine the reliability of the measurements scale, all the scale were reliable. Multiple regression model was employed in analyzing data obtained for the study. The result of the findings showed that logistic management practices variables such as communication, stock record keeping, transportation and road network were positive and significantly related to the success in marketing performance variables (sales volume, profitability, market share and customer satisfaction) of the selected firms in the food and beverage industry in South-South Region, Nigeria. Thus, it is concluded that an effective and standardized logistic management practices can give a firm the necessary competitive advantage to move above peers and competitors, and possibly achieve greater sale volume, profitability and larger market share within their industry because of their superior process and being able to meet the demands of the customers. The study recommended that since there was a positive and significant relationship between all the logistic management practices and marketing performance variables considered, food and beverage firms' managers should ensure that the extent of integration of the variables are enhanced.