ENTREPRENEURIAL COMPETITIVE AGGRESSIVENESS AND BRANDAWARENESS OF FOOD AND BEVERAGES FIRMS IN RIVERS STATE

Abstract

This study investigated the relationship between entrepreneurial competitive aggressiveness and brand awareness of food and beverage firms in Rivers State. The objectives of the study were to ascertain the extent to which entrepreneurial competitive aggressiveness relates with brand awareness of food and beverage firms in Rivers State. The population of the study was 25 food and beverage firms in Rivers State. Five (5) administrative managers of the food and beverage firms – marketing manager, production manager, facility manager, sales manager, and purchasing manager – were respondents from each of 25 food and beverage firms, totalling 125 respondents. We used primary data from food and beverage firms in Rivers State to ascertain the relationship between the variables. The primary data were collected through a questionnaire that was designed on a five-point Likert scale ranging from very high extent to low extent. Two research hypotheses were tested using Pearson Product Moment Correlation with the aid of the Statistical Package for Social Sciences to establish the relationships between the variables. The results of the test showed that entrepreneurial competitive aggressiveness has significant and positive relationships with brand recall and brand recognition – measures of brand awareness. Therefore, the study concluded that entrepreneurial competitive aggressiveness positively relates to the brand awareness of food and beverage firms in Rivers State. Therefore, the study recommended that the management of the food and beverage firms should operationalize entrepreneurial competitive aggressiveness and brand awareness of food and beverage firms to enhance brand recall and brand recognition and lead to organizational success of brand awareness of food and beverage firms in Rivers State.