COMPETITIVE STRATEGIES AND ORGANIZATIONAL PERFORMANCE OF SELECTED FAST MOVING CONSUMER GOODS COMPANIES IN LAGOS STATE, NIGERIA

COMPETITIVE STRATEGIES AND ORGANIZATIONAL PERFORMANCE OF SELECTED FAST MOVING CONSUMER GOODS COMPANIES IN LAGOS STATE, NIGERIA

Author by Dr. Christopher Onu

Journal/Publisher: International Journal Of Economics, Commerce And Management

Volume/Edition: 8

Language: English

Pages: 269 - 293

Abstract

Fast Moving Consumer Goods (FMCG) sector in Nigeria is facing several challenges leading to a fall in patronage, market share, turnover and profit margins as a result of limitations in the use competitive strategies and lack of concentration on a particular target market. This study therefore investigated the effect of competitive strategies on organizational performance of selected FMCG companies in Lagos State, Nigeria. This study adopted a cross-sectional survey design. The population of this study was 14261 employees of the 8 selected FMCG companies in Lagos State, Nigeria with a sample size of 749 respondents selected through a multistage sampling. The data was collected using a structured and validated questionnaire. The reliability test yielded Cronbach’s alpha for the constructs ranges from 0.772 to 0.933. Data were analyzed using descriptive and inferential statistics. Findings revealed that differentiation strategy had significant effect on profitability of selected fast moving consumer goods in Lagos State, Nigeria (? = 0.347, t = 12.612, R2 = 0.192, p< 0 xss=removed xss=removed xss=removed>


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