Effect Of Market Potential Measurement On The Market Performance Of Food Retailers In Abia State

ABSTRACT

 The study was an extensive research on the effect of market potential measurement on the market performance of food retailers in Abia State. The objective of the study were to determine the effect of market potential measurement of food retailer in Abia State. A well-structured questionnaire was used to collect primary data for the study which were analyzed with probit method of multiple regression model. The study findings were that the application of market potential measurement in the food retail enterprises enhances their market performance. Also, that business growth which is as a result of the application of market potential measurement concept can be measured based on sales volume and profitability indexes of the enterprises. The study also recommended that the application of market potential measurement should be adopted not only in the food retail enterprises but also, in the other . aspect of consumer markets. Finally, that the sales volume of the enterprise should be stated and evaluated periodically. It will be a prime indicators of market measurement and potentials.