Humancentric Marketing Techniques as Determinant of Marketing Performance of Non-Alcoholic Beverages Firms in Imo State Nigeria

Abstract

Abstract This study examines the relationship between Humancentric marketing techniques as determinant of Marketing performance in non-alcoholic beverage firms operating in Imo State, Nigeria. The objective of the study is to assess the impact of design thinking on the effectiveness of Marketing strategies employed by these firms. A descriptive survey design was used, and the sample comprised the management and staff of Coca-Cola Bottling Company and Dubic Breweries Limited in Imo State, Nigeria. Data was collected through a structured questionnaire, and Marketing performance was measured based on the yearly turnover of the non-alcoholic beverage firms. The research questions were analyzed using frequency counts and percentages, while the hypotheses were tested using Pearson's Product Moment Correlation. The findings revealed a significant positive relationship between design thinking and Marketing effectiveness, indicating that effective design thinking can contribute to attracting and retaining customers, impressing customers, and establishing strong relationships. These findings highlight the importance of Humancentric marketing techniques in enhancing the profitability and stability of non-alcoholic beverage firms. The study recommends that non-alcoholic beverage firms in the region focus on defining their brand effectively and incorporating design thinking strategies to improve their Marketing performance and gain a competitive edge in the market.