Department of Business Administration & Marketing

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Influence of Marketing Mix and Customer Orientation on the Performance of Bread Bakeries in Lagos State, Nigeria
(African Journal of Business and Economic Development, 2022-07) Ighomereho, Salome
The Nigerian bread bakery industry is currently facing several challenges in their efforts to meet the needs of their customers and still strive to remain profitable. Hence, the study examines the influence of marketing mix variables and customer orientation on the performance of bakeries in Lagos State, Nigeria. Using survey research design, questionnaire was used to collect data from 150 bakery managers. However, 132 representing a response rate of 88% were retrieved and used for analysis. The data were analysed using descriptive and inferential statistics. The findings revealed that product, price, distribution and customer orientation significantly influence bakery performance. The study further found that promotion does not influence bakery performance. Based on the findings, the study recommends that bread bakery managers should focus on the content and quality of their bread, charge an appropriate price and distribute their bread adequately and properly. They should also make efforts to understand their customers so as to serve them better and enhance performance. The findings from the study will benefit the bread bakery industry and other stakeholders in the bakery industry.