Market Orientation and Performance of Brewing Manufacturing Firms in South-South, Nigeria

ABSTRACT Brewing firms in South-South, Nigeria has limitation in achieving market orientation due to persistent environmental challenges prevalent in today’s contemporary and ever dynamic competitive environment. The incessant environmental challenges have influenced new product development, market share; innovation, caused unbalanced development and increased uncertainty. In view of the above, this work focused attention on market orientation and performance of brewing manufacturing firms in South-South, Nigeria. Specifically, its set to determine the nature of relationship that exists between customer orientation and innovation in brewing manufacturing firms in South-South, Nigeria and nature of relationship that exists between competitor orientation and quality service delivery in brewing manufacturing firms in South-South, Nigeria. Survey research design was adopted. The population of the study comprised of 120 staff of brewing manufacturing firms in South-South, Nigeria which was reduced to 92 using Taro Yamane statistical formula for determining the Sample Size. Data generated from the copies of questionnaire administered to the respondent was analyzed using Pearson Product Moment Correlation Coefficient which is an inferential statistical tool. The results of the analyses revealed that there is a statistical significant positive relationship between customer orientation and innovation and there is also a statistical significant positive relationship between competitor orientation and quality service delivery in brewing manufacturing firms in South-South, Nigeria. Based on the findings of this work, the investigator recommended that Brewing manufacturing firms need to embark on intensive customer and competitor orientation exercises since they serve as panaceas for increasing the quality of services that are being rendered to both the prospective and potential customers. This help to ensure that customers’ needs are met and brewing firms stand the better chance of benefitting maximally