Influence of Sustainability Marketing Performance on Organisational Sales Performance in the Food and Beverage Companies in Nigeria

Olumuyiwa Abiodun
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Abstract

The study investigated sustainability marketing and organisational sales results in the food and beverage companies based on a study of Nigerian Bottling Company Plc in Lagos State. The study adopted a quantitative research method in terms of a descriptive research strategy using a survey method. A sample of 337 respondents was chosen through purposive sampling technique and convenience sampling technique to select respondents from the Nigerian Bottling Company Plc headquarters in Ebute Metta and Agidingbi areas of Lagos State. Data collection was done through a designed questionnaire and was analysed through the utilisation and employment of frequency distribution, simple percentages, means, standard deviations and regressionre analysis. The findings and outcomes from the data analysis indicated that social responsibility, economic responsibility and environmental responsibility have a significant positive influence on the sales performance of the Nigerian Bottling Company Plc in Lagos State. It was therefore concluded that sustainability marketing has a significant positive influence on organisational sales performance in the Nigerian Bottling Company Plc in Lagos State. In consensus with the results and conclusion of this work, it was recommended among other things that sustainability marketing strategy should be done in a meaningful manner that creates value for the communities and society, shareholders and investors as well as the environment in which the Nigerian Bottling Company in Lagos State operates.
可持续营销绩效对尼日利亚食品和饮料公司组织销售绩效的影响
该研究调查了可持续营销和组织销售结果在食品和饮料公司的基础上,尼日利亚装瓶公司Plc在拉各斯州的研究。本研究采用定量研究方法,采用描述性研究策略,采用调查法。通过有目的抽样技术和方便抽样技术,从尼日利亚装瓶公司总部在拉各斯州的Ebute Metta和Agidingbi地区选择了337名受访者的样本。通过设计问卷收集数据,并通过使用频率分布、简单百分比、均值、标准差和回归分析进行分析。数据分析的发现和结果表明,社会责任、经济责任和环境责任对尼日利亚装瓶公司在拉各斯州的销售业绩有显著的积极影响。因此得出结论,可持续营销对拉各斯州尼日利亚装瓶公司的组织销售业绩有显著的积极影响。与这项工作的结果和结论一致,除其他事项外,建议应以有意义的方式实施可持续营销战略,为社区和社会、股东和投资者以及拉各斯州尼日利亚装瓶公司经营的环境创造价值。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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