BRAND POSITIONING AND MARKETING WELLNESS OF FOOD AND BEVERAGE FIRMS IN RIVERS STATE

AGBURUM, Okechukwu
Department of Marketing
Faculty of Management Sciences
Rivers State University
okechukwu.agburum2@ust.edu.ng
ENIN, Usen E.
Department of Marketing
Faculty of Management Sciences
Rivers State University
usenelijah@gmail.com
ABSTRACT
This study examined the relationship between brand positioning and marketing wellness of food and
beverage firms in Rivers State. The study adopted a correlational design. The population of study
comprised 24 food and beverage firms in Rivers State. The study took a census. 192 copies of structured
questionnaire were distributed; while 175 copies were retrieved. However, 168 copies were found
useful for analysis. Spearman’s Rank Order Correlation served as test statistic. The analysis revealed
that a positive and statistically significant relationship exists between brand positioning and marketing
wellness in terms of new product success and customer retention. The study concluded that brand
positioning informs marketing wellness of food and beverage firms in Rivers State; and recommends
that food and beverage firms that seek improved marketing wellness should ensure that their brands
are well-positioned to attract customers.
Keywords: Brand positioning, customer retention, marketing wellness, new product success