ETHICAL MARKETING PRACTICES AND BUSINESS PERFORMANCE OF NON-ALCOHOLIC BEVERAGE FIRMS IN PORT HARCOURT

Abstract

This study investigated the relationship between Ethical Marketing Practices and Business Performance of Non-Alcoholic Beverage Firms in Port Harcourt, with the objective of establishing if accurate product information and social responsibility relates to sales volume growth of nonalcoholic beverage firms. This study adopted correlational research design. The population for this study comprised of eight (8) nonalcoholic beverage firms in Port Harcourt. The researcher purposively selected five (5) respondents from each firm, therefore forty (40) respondents from these firms provided information for this study. The questionnaire was the instrument used for data collection. 36 responses were used for the analysis using Pearson Product Moment Correlation Coefficient with the aid of SPSS version 23.0. The findings revealed that the proxies of ethical marketing (accurate product information and social responsibility) have significant relationship with the measures of business performance (sales volume growth) of non-alcoholic beverage firms Port Harcourt. The study therefore concluded that ethical marketing, particularly through the dimensions of accurate product information and social responsibility, significantly impacts the sales volume growth of non-alcoholic beverage firms in Port Harcourt. The study recommended amongst others that Non-alcoholic beverage firms in Port Harcourt should prioritize providing accurate and detailed product information on labels and marketing materials.