I am doing a project work on the topic Marketing Mix (4P's) as a tool for achieving competitive advantage in a fast moving consumer goods market.

marketing mix questionnaire 2013

Abstract

This study examines the effects of factor analysis on the questionnaire of strategic marketing mix on organizational objectives of food and beverage industry. The objective is to test the effect of factor analysis on the questionnaire, and to show if factor analysis is appropriate and desired if a desired result is to be achieved. The methodology employs primary and secondary sources of data. The primary source envelopes questionnaires while the secondary source allows for the use of journals, internet and the periodicals. The data were analyzed using descriptive (percentages) and inferential statistics(factor analysis). It should be noted that the result of the questionnaires were subjected to factor analysis.The findings show that the correlation matrix was all positive and above 0.5.The Kaiser-Mayer Olkin has a value of 0.882which show the greatness of the data. After extraction, the principal component analysis show high percentages of the variance accounted for. Eight factors were extracted which explain 72.6% of the variability. Finally, the variables were loaded in one component or the other.It is hereby concluded that the correlation matrix shows the adequacy of the factor analysis on the questionnaire. The Kaiser-Mayer Olkin of .0882 and Batlette test of 0.00 show that factor analysis is appropriate. The extracted component represents the variables well. The eight factors explained 72.6% of the information contained by the 25items (variables).More so, the variables were loaded in one component or the other, showing that the variables are satisfactory for further studies. All these show that factor analysis has effect on the questionnaire of strategic marketing mix on organizational objectives of food and beverage industry. Keywords; Factor analysis, questionnaire, strategic marketing mix, organizational objectives, and food and beverage industry.

Introduction

The food and beverage industry in Nigeria is at the fore in the manufacturing of dairy products, beverages, seasoning, convenience foods, confectionaries and staple food. This industry is one of the most globally competitive industries, dominated by a handful of multinational companies. The leading manufacturers of food and beverage products in Nigeria are mostly subsidiaries of global major players. Companies such as Nestle Nig. Plc, Unilever Nig Plc and Cadbury Nig. Plc dominate the beverage, seasoning and confectionary segments in Nigeria. It is necessary fact that the food and beverage industry is one of the largest sectors in the manufacturing industry. It is therefore necessary for this sector to apply strategies to the marketing mix under to achieve its organizational objectives. Strategic marketing management can be viewed as the art and science of formulating, implementing and evaluating cross functional decisions that enable an organization to achieve its marketing objectives (Achumba, 2000). From this definition, strategic marketing management focuses on integrating marketing activities to achieve organizational objectives. From the perspective of Akinyele (2010), there are four goals of strategic marketing management that needs to be understood by those wishing to use strategic management to craft profitable strategies. These goals are; to select reality – based desires accomplishments (e.g. goals and objectives), to be more effectively developed or alter business strategies, to set priorities for operational change, and to improve a firms performance. Bryson (2004) observed that strategic marketing is a disciplined effort to produce fundamental decisions and actions that shape and guide what an organization is, what it does and why it does it, with a focus on the future. Vic and Mark G (2006) argued that strategic marketing is a process by which one can envision the future and develop the necessary procedures and operations to influence and achieve the future.