EFFECT OF MARKETING INTELLIGENCE ON THE PERFORMANCE OF LISTED CONSUMER GOODS COMPANIES IN NIGERIA

Abstract

The intensifying competition in the Nigerian consumer goods market poses challenges for both lo-cal and foreign companies, as they strive to expand their market share, resulting in price and profit margin pressures that impact overall performance. This study investigates the effect of marketing intelligence on the performance of listed consumer goods companies in Nigeria, employing a de-scriptive survey research design. The sample consisted of 126 purposively selected respondents, representing marketing/sales departments within 21 consumer goods firms listed on the Nigerian Exchange Group Ltd (NGX). The data collected underwent analysis using Partial Least Square Structural Equation Modeling (PLS-SEM) Smart PLS 3.5 software, which revealed a significant positive correlation between competitor intelligence, customer intelligence and the performance of consumer goods companies listed in Nigeria but product intelligence has positive and insignificant effect on the performance of consumer goods companies listed in Nigeria. Consequently, the study concludes that marketing intelligence is an effective tool for enhancing organizational performance and recommends that management within consumer goods companies should embrace marketing intelligence (competitor intelligence, product intelligence, customer intelligence) to streamline their organizations and improve overall performance.