DOES PRODUCT DIFFERENTIATION STRATEGY INFLUENCE OUTPUT: AN ASSESSMENT OF FOOD, BEVERAGE AND TOBACCO MANUFACTURING FIRMS IN SOUTH-EAST, NIGERIA

Abstract

Firms are persistent rivals upon strengthening consumers’ loyalty as each seek means of maintaining superior qualities of commodities. This prompted this study with an inquiry on whether product differentiation strategy influence output with food, beverage and tobacco firms within the South East of Nigeria as case study. Survey approach was adopted to source for data through personal interview and by administering questionnaire to management and staff of the firms. Data was presented and analyzed by mean score (3.0 and above agreed while below 3.0 disagreed) and standard deviation using Sprint Likert Scale. The hypotheses were analyzed using F-statistics (ANOVA) tool. Results revealed that product differentiation strategy has positive effect on the number of purchases of manufacturing firms; the quantity of products produced and the improved level of production of the firms. It therefore recommends that organization should underline their products’ unique attributes, features and value propositions to differentiate themselves from other competitors for the convenience of their customers.