ABSTRACT

This study examined the influence of export positioning strategies on marketing performance of agro-allied firms in South-South, Nigeria. The study also examined the moderating influence of economic infrastructure, safety factors and policy environment on the relationship between export positioning strategies and marketing performance. Causal research design was used to incorporate the ten hypotheses of the researcher’s study interest. Quantitative data were collected through a 5-point Likert-type statement items. A total of 324 copies of the questionnaire were completed by managers representing 230 documented agro-allied firms. Marketing performance was measured using one qualitative and two quantitative measuring instruments: namely, customer patronage, customer loyalty and customer retention. Also, three positioning strategies for export were considered, namely, market orientation, marketing plan and product diversification strategies. Cronbach Alpha method was used to determine the reliability of these measures, both exploratory and confirmatory factor analysis were conducted to validate them. The empirical analysis was based on cross sectional data framework using the regression approach. Empirical results from the quantitative data found that export positioning strategies have a positive and highly significant influence at 5% level of significance on marketing performance. Though, statistical outputs linking product diversification and marketing plan on customer loyalty were a bit lesser than other tested variables, in terms of level of influence they exert on marketing performance. Economic infrastructure, safety factors and policy environment also showed positive and highly significant influence on the relationship between export positioning strategies and marketing performance. Indicating that improvement in infrastructure, safety and policy will enhance performance. For qualitative analysis, the results based on interview data collected through a digital tape recorder were highly consistent with the above quantitative results. Based on the findings, it was concluded that the present performance situation in the agro-allied industry is largely traceable to a range of factors, which may include types of managerial policies driving firms’ operations, available resources, and external influences which affect the agro-allied firms in the industry. Therefore, to tackle the challenges, we contend that adopting market orientation, marketing plan and product diversification strategies would help to reverse the observed declining marketing performance in the agro-allied business sector.