Market – Oriented Research and Customer Retention in Nigerian Food Products Manufacturing SMEs

Abstract

Market-oriented research is an important marketing activity for small and medium enterprises (SMEs) in Nigerian food products manufacturing sector.  The objective of this study is to determine the extent to which market-oriented research influences customer retention in Nigerian Food Products manufacturing SMEs. The study adopted quantitative survey research approach with the aid of correlational statistical tool. A total of 220 subjects made-up of Owners/ Managers, Research and Development Executives and other marketing executives in the framed of five (5) respondents from each firm were surveyed through questionnaire. The sample size was drawn from a randomly selected number of 44 food products manufacturing SMEs out of 50 currently registered with Port Harcourt Branch of National Association of Small Scale Industrialists (NASSI). Analysis of data collected revealed that significant relationship exists between market-oriented research and customer retention. We therefore conclude that market-oriented research enhances a firm’s ability to retain its customers. Hence, we recommend that Food Products Manufacturing SMEs should always conduct market-based research which will enable them to be abreast with developments in their target markets so as create superior customer value that will create room for  customer retention.

KEYWORDS: Market-oriented research small and medium enterprises (SMEs) customer retention