MARKETING INFORMATION SYSTEM AND MARKETING PERFORMANCE OF FOOD AND BEVERAGE FIRMS IN PORT HARCOURT

Abstract

Our study centered on marketing information system and marketing performance of food and beverages firms in Port Harcourt. Marketing information system drives every organization in the creation, sharing, storage and implementation of information and expertise within an organization to support and improve its business performance, and remains life wire of every organization. The study adopted survey research design with questionnaire as major instrument in data collection. The questionnaire was validated by marketing experts with a reliability index of 0.89. A census study of the entire twenty foods and beverage firms operating in Port Harcourt the Rivers State capital, Nigeria was carried out. In course of the study, it was found and held among others that significant relationship exist between customer data base and sales volume of food and beverages firms in Port Harcourt. Again, that significant relationship exists between marketing analytics and market share of food and beverages firms in Port Harcourt. The study equally revealed and held that significant relationship exist between marketing research and profitability of food and beverages firms in Port Harcourt. Consequently, the following recommendations among others were put forward: that food and beverage firms should make use of the internet in gathering customer data online improving their marketing information systems because new company designs existing obstacles and chances exist as firms look forward to take on e-business strategies in the search for increase in sales and competitive advantage. Firms should regularly carry out market research to be abreast with trends, meeting needs and wants of their customers, knowing that management may not have the ability to alter consumer demands and wants, new rival campaigns, altering market trends and so on, but it can establish and handle a better details system that can boost its competitive edge in the target audience carrying out well organized market research.