INNOVATION AND MARKETING PERFORMANCE OF SELECTED CONSUMER PACKAGED GOODS MANUFACTURING COMPANIES IN ANAMBRA STATE, NIGERIA
Abstract
This study examines the effect of innovation on marketing performance of selected consumer-packaged
goods (CPGs) manufacturing companies in Anambra State. The major objectives of the study were, to;
determine the extent to which package innovation, product innovation and market innovation affect
marketing performance. To achieve the objectives of the study, survey research design was adopted.
Primary data was used through the use of questionnaire. The population of the study was made up of
500 employees and management staff of consumer-packaged goods manufacturing companies in
Anambra State. The sample was 250 after adopting purposive sampling. Data were analyzed using
correlation coefficient analysis. The findings revealed that there is a significant relationship between
package innovation, product innovation and market innovation on marketing performance of consumerpackaged goods manufacturing companies. The study concluded that innovation plays a critical role in
enhancing the marketing performance of consumer-packaged goods (CPGs) manufacturing companies.
Based on the findings, the study recommended that CPGs manufacturing companies should prioritize
innovative packaging strategies such as eco-friendly materials, attractive designs, and user-friendly
features to enhance product visibility and consumer appeal.
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Published in BUSINESS AND FINANCE JOURNAL
ISSN: 988-47876
This article appears in our peer-reviewed academic journal
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