Exploring a Three Parameter Environmental Assuredness Correlate of a Fast-Moving Consumer Goods (FMCG) Firm Market Share Performance in Port Harcourt, Rivers State, Nigeria

Abstract

This study explored a three-parameter environmental assuredness correlate of Coca-Cola Fast- moving Consumer Goods (FMCG) firm market share performance in Port Harcourt, Rivers State. It examined the relationship between these three parameters (product design innovation, green price, recycling practices) and market share performance as well as the specific impact of each on the firm's market share performance. The case research design method was deemed to be the most appropriate for this study. The judgmental sampling technique was used for the study. A sample size of 110 respondent was judgmentally selected from the total population which was unknown. Data were obtained through the administration of validated questionnaire. The Cronbach alpha was used to establish the reliability of the instrument. The study adopted descriptive statistics, correlation and multiple regressions analysis. Findings showed that all the independent variables (product design innovation, green price and recycling practice) significantly correlate with the market share performance of coca cola FMCG Company. However, the regressed effects of all three parameters on market share performance have a weaker insignificant effect from green price and recycling practices while product design innovation was established as having a significant direct and linear effect on market share performance of the organization. Hence, it is recommended that while the adoption and actions reflecting product design innovation, green price and recycling practices are necessary for the organization in its relations with customers and market constituents, product design innovation that establishes the organization's unique and distinct position within its market should be enhanced.