Entrepreneurial Design Thinking and Marketing Performance of Food and Beverage Firms in Port Harcourt, Rivers State

Abstract

The study examined the relationship between entrepreneurial design thinking and marketing performance of food and beverage firms in Port Harcourt, Rivers State. This study adopted a correlational research design, with the population of the study comprising 25 food and beverage firms in Rivers State. Sequel to the population of the study, which is 25 food and beverage firms, the study adopted a census study with a focus on the managerial staff (production manager, quality control manager, marketing manager, and procurement manager). The questionnaire was distributed in a frame of four (4) copies per firm. A total of one hundred (100) copies of the questionnaire were distributed. The reliability of the instrument was determined using Cronbach's alpha test and it stood at 0.88, higher than the benchmark of 0.7. The data collected for this study were analyzed through descriptive and inferential statistics. The Spearman Rank-Order Correlation Technique was employed to test the various hypotheses formulated. The empirical results of this study confirmed that all the dimensions of entrepreneurial design thinking (creativity, and problem solving) were found to be significant predictors of marketing performance as measured by sales growth. Since all the dimensions of entrepreneurial design thinking are significant predictors of marketing performance, it is therefore concluded that entrepreneurial design thinking has the potential of improving marketing performance of food and beverage firms in Port Harcourt, Rivers State. Based on the findings and conclusions, the study recommends that: food and beverage firms should come up with creative designs, novel products and services that will catch the customer’s attention and improve marketing performance. Also, food and beverage firms, especially those facing different challenges, should adopt a problem solving approach to enable them to improve their sales growth.