Market Forces and Marketing Performance of Leather Products Manufacturers in Abia State, Nigeria (Published)
Marketing performance refers to the effectiveness of marketing efforts in achieving business success, particularly of the Leather Products Manufacturers in Nigeria. Of the thirty-six States of Nigeria, Abia State was selected for this study because of the huge commercial activities orchestrated by the beehive of small and medium scale enterprises in the State. The study adopted survey research design which involves the use of structured questionnaire with four-point Likert scale format to elicit responses from the selected members ofLeather Products Manufacturers Association of Abia State (LEPMAAS)sized 233,819. The Taro Yamane formula was used to compute the sample size of 399. Using Cronbach’s Alpha technique, the reliability coefficient of 0.961 was determined, reflecting high degree of internal consistency of the research instrument. Logit regression analysis was used to test the hypotheses. The findings of the study revealed that market forces not only relate to but influence the marketing performance of the Leather Products Manufacturers in Abia State. The study posited significant contributions of the various marketing techniques deployed by the Leather firms to marketing performance and non-significant role of distribution techniquedue to the use of traditional supply chain.
Keywords: Marketing Performance, leather products, market forces, marketing techniques