• Dr. Amadi, Lawrence Department of Marketing Ignatius Ajuru University of Education Port Harcourt, Rivers State, Nigeria
  • Dr. Ray Obasi Department of Entrepreneurial Studies, College of Management Sciences, Michael Okpara University of Agriculture, Umudike, Abia State, Nigeria
Keywords: Brand Price Positioning Strategy, Sales Turnover, SMEs


The study investigated the relationship between brand price positioning strategy and sales turnover of food and beverage manufacturing firms in the Small and Medium Enterprises (SMEs) sector in Rivers State, Nigeria. The study adopted a descriptive research design. Data were drawn through questionnaires from 66 small-scale operators, 40 medium-scale operators making a total of 106 food and beverage manufacturing Entrepreneurs in the SMEs sector in Rivers State, and 384 customers of the said firms. The data collection instrument was validated by experts drawn from Entrepreneurship, Marketing, and Statistics and thereafter subjected to a reliability test using the Cronbach Alpha test which gave an average coefficient value of 0.764. A combination of descriptive and inferential statistical tools was employed to analyze the data with the aid of SPSS (version 21.0). The descriptive tools employed were tables, frequencies, percentages, mean, and standard deviation while Pearson Product Moment correlation analysis constituted the inferential tools employed for data analysis. The study findings revealed that brand price positioning strategy was critical in determining the outcome of sales turnover. It was found to have significant predictive capabilities on sales turnover. In conclusion, brand price positioning strategies had a significant statistical influence on sales turnover by food and beverage manufacturing  SMEs in Rivers State. Precisely, 37.5%, changes in sales turnover were significantly predicted by brand price. Therefore, this study advocated the adoption of a brand price positioning strategy that will enhance the affordability of their products in the marketplace.


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How to Cite
Lawrence, D. A., & Obasi, D. R. (2022). BRAND PRICE POSITIONING STRATEGY AND SALES TURNOVER OF FOOD AND BEVERAGE MANUFACTURING COMPANIES IN RIVERS STATE NIGERIA. GPH-International Journal of Social Science and Humanities Research, 5(01), 36-49.