Proactive strategy and marketing effectiveness of consumer goods firms in Nigeria
Vol.3 Issue 1
The aim of this study is investigate the association between proactive strategy and marketing effectiveness in quoted consumer goods firms in Nigeria. This study used a structured questionnaire to collect data from respondents in the consumer goods firms in Nigeria. The questionnaires were designed in a five point Likert scale of strongly disagree to strongly agree. The questionnaires retrieved after distribution were analyzed with both descriptive and inferential statistics. Descriptive statistics of mean, standard deviation and variance were used. Also the Pearson product moment correlation inferential statistics was used to determine the association between proactive strategy and marketing effectiveness of quoted consumer goods firms in Nigeria with the help of a statistical package for social sciences (SPSS version 22.0). From the analyses, it was found that there are different degree of positive and statistically significant association between proactive strategy and the metrics of marketing effectiveness used in this study (customer loyalty and market share). Hence the study concludes that proactive strategy is vitally important in achieving marketing effectiveness. More importantly it will help give more ecological sustainability where all stakeholders will benefit knowing that one of the factors that drives effectiveness in marketing is the strategy that the firm use to achieve its set objectives. The study recommends that quoted consumer goods firms should be proactive with their strategy most especially as it relates to the environment and other stakeholders that are influenced by their activities, and whom also influences the organizations’ activities.
Keywords: Proactive strategy, Green Marketing strategy, Marketing Effectiveness, Customer Loyalty, Market Share.
