PRODUCT SIZE AND CORPORATE PERFORMANCE OF BEVERAGE FIRMS IN SOUTH-WEST NIGERIA

Abstract

This study investigated the relationship between product size and the corporate performance of beverage firms in South-West Nigeria. A survey research design was adopted, while structured questionnaires were used to collect data from the respondents. The data obtained were presented in tables and analysed using both descriptive and inferential statistical techniques, including simple percentages, mean statistics, and the Pearson Product-Moment Correlation Coefficient at a 0.05 level of significance. The analysis was conducted using the Statistical Package for the Social Sciences (SPSS), version 23.0. The findings revealed that product size has significant connection with customer patronage; there is significant nexus between product size and customer referral; there is significant relationship between product size and customer acquisition; and product size has significant association with customer retention. It was recommended that beverage firms should offer products in different sizes to accommodate diverse consumer needs and purchasing capacities. Also, beverage firms should introduce convenient and market-relevant product sizes that customers can easily recommend to others.