Effect of Differentiation Strategy on Marketing Performance of Fast Moving Consumer Goods in Abraka, Delta State

Firms within the same industry have been selling products that are good substitutes for each other, yet it is commonly the case that no firm within the industry sells a product that is identical to that sold by a competing firm. Product differentiation occurs within the products sold by a single seller and between the products sold by different sellers. The overall objective of this study sought to analyze product differentiation and its effects on a marketing performance using selected fast moving consumer goods firms in Abraka, Delta State. The specific objectives were to; establish the effect of product differentiation on marketing performance, determine the effect of distribution channels differentiation on marketing performance, assess the effect of market differentiation on marketing performance and determine the effect of process differentiation on marketing performance. The study adopted cross sectional survey research design method. The target population was 224employees of selected FMCG firms from different locations in Abraka Delta State. The study adopted a semi-structured questionnaire to collect primary data. Descriptive statistics such as means, standard deviation and frequency distribution were used to analyze the data. Qualitative data, which was mainly gathered from open and close ended questions. The data was consolidated, interpreted and then analyzed through content analysis. Regression analysis helped the study to establish the statistical significance of differentiation strategy in achieving marketing performance. Data analyzed revealed that the dimensions of differentiation strategy adopted in this study had significant effects on marketing performance. The study concluded that differentiation strategy had significant effects on marketing performance of fast moving consumer goods. This research recommends that FMCG firms should enhance their sector by increasing its market penetration through introduction of Field days in the remote areas. Further, the study recommends that companies adopt effective process delivery. They should have effectively distribution channels, as well as alternative channels in terms of service away from the factory.