E-PROCUREMENT AND MARKETING PERFORMANCE OF SOFT DRINK FIRMS IN BAYELSA STATE, NIGERIA

Abstract

Our study centered on e-procurement and marketing performance of soft drink firms in Bayelsa
State, Nigeria. The research design adopted was descriptive survey, two research questions and
two hypotheses. The population of this study consisted of ten soft drink manufacturing companies
operating in Bayelsa State. Questionnaire was the major instrument for data collection, and t-test
statistics was used with the aid of statistical package for social science (SPSS) version 27 to test the
null hypotheses formulated for the study.in course of the study, it was found and held that there is
significant relationship between e-procurement and marketing performance of soft drink firms in
Bayelsa. This implies that there is significant relationship between marketing analytics and market
share of soft drink firms in Bayelsa. There is significant relationship between data base and sales
growth of soft drink firms in Bayelsa. Consequently, the study recommended among others that
business firms generally and soft drink firms in particular should pay strict attention to marketing
analytics as to enhance their market share, help to optimize their supply chain operations to enhance
competitiveness and sustainability. Soft drink firms should establish data base to reach their
customers, enhance sales growth, and promote competitiveness.