EFFECT OF GREEN MARKETING ON CONSUMER PATRONAGE FOR CONSUMER GOODS (A STUDY OF MICHAEL OKPARA UNIVERSITY OF AGRICULTURE, UMUDIKE).

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Abstract


The study examine the effect of green marketing on consumer patronage for consumer goods. The specific objectives were to, ascertain the relationship between eco-branded products and consumers patronage for consumer goods to examine the effect of green label on consumer preference for consumer goods to identify factors that affect consumers purchase for eco-branded products to examine the effect of environment concern on consumer patronage for eco-branded product. Primary data obtain from distribution of questionnaires was analyze using descriptive statistic such as frequency, mean and percentage. The study adopted multiple regression model, The empirical result shows that green knowledge or information, green consumption, green trust and interest in environmental issuesN have a significant effects on consumer’s patronage for consumer’s goods. It was recommended that proper and adequate enlightenment as consumers knowledge and reliable information affects consumer patronage; these to a large extent will reduces to purchase of products that are environmentally harmful and reduces to production and disposal of harmful products.



TABLE OF CONTENTS

CHAPTER ONE

 INTRODUCTION

1.1 Background of the Study                                                                                                                                                        1

1.2 Statement of the Problem                                                                                                     3

1.3 Objectives of the Study                                                                                                    4

1.4 Research Questions                                                                                                          5

1.5 Research Hypotheses                                                                                                              5

1.6 Significance of the Study                                                                                                      5

1.7 Scope of the study                                                                                                              6

1.8 Operational definition of terms                                                                                          6

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Conceptual framework                                                                                                     8

2.1.1 The Concept of green marketing                                                                                            8

2.1.2 Green consumerism                                                                                                      10

2.1.3 Green purchase behaviour                                                                                            13

2.1. 4 Pricing and Green Promotion                                                                                      14

2.1. 5 Principles of Green Marketing                                                                                        16

2.1. 6 Reasons for Adopting Green Marketing                                                                     17

2.1.7 Green Marketing Strategies                                                                                          19

2.1.8 Challenges in green marketing                                                                                          20

2.1. 9 Benefit of green marketing and green product development                                     23

2.2 Theoretical framework

2.2.1 Theory of Planned Behaviour (TPB)                                                                          25

2.2. 2 Construal level theory                                                                                               26

2.2.3 Temporal construal theory                                                                                         26

2.3 Empirical Review                                                                                                                 30

CHAPTER THREE

 RESEARCH METHODOLOGY

3.1 Research Design                                                                                                                                                      35

3.2. Study Area                                                                                                                           35

3.3 Population of the Study                                                                                                       36

3.4 Determination of sample size                                                                                           37

3.5 Method of Data Collection                                                                                               37 

3.6 Validity of Instrument                                                                                                                                                        37

3.7 Reliability of Instrument                                                                                                   38

3.8 Method of Data Analysis                                                                                                  38

3.9. Model Specification                                                                                                               38

 

CHAPTER FOUR

RESULT AND DISCUSSION

4.1 Data presentation, interpretation and analysis                                                                  40

4.2.1    Test of Hypothesis One                                                                                                 46

4.2.2    Test of hypothesis two                                                                                                 47          

4.2.3    Test of Hypothesis two                                                                                              49

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS                                       

5.1 Summary                                                                                                                         51

5.2 Conclusion                                                                                                                       52

5.3 Recommendation                                                                                                                     53

 

 

 

 

 

 

LIST OF TABLES


4.1: Based on questionnaire distributed                                            40

4.2: Distribution of the respondents according to socio economic characteristics        41                                                                                         

4.1.3 Rating the relationship between eco branded product and consumer’s

 patronage for consumer goods.   43                                    

4.1.4: Factors affecting consumers purchase for consumer goods          44

4.1.5: Rating the effect of green label on consumer patronage for consumers goods           44   

4.1.6:Different strategies adopted by management to increase

consumer’s patronage:                                         45

4.1.7: Test of Hypothesis One                                                     46

4.2.8  Test of hypothesis two                      47           

4.2.9 Test of Hypothesis two                 49

 

 

 

 

 

 


 

CHAPTER ONE

INTRODUCTION


1.1  Background to the study

Green Marketing has being in existence since late 1980s and early 1990s, it began in far Europe in the early 1980s when certain organizational products were found to be harmful to the environment and its inhabitant (Ana, 2009). Thus, the idea of green product emanated. Companies were mandated to produce goods that would cause less harm to the consumer and the environment, this brought to the introduction of new products called “Green products” i.e products that would cause less damage to the environment. During this time, series of workshop were held on green marketing. The green marketing workshop in 1975was held and called "Ecological Marketing" by the American Marketing Association (AMA).

The concept of green marketing has pushed both government and manufacturers to adopt this strategy. As government amended its policy to save the earth and its environment while manufacturer, are adopting this concept for sustainable competitive advantage. According to Paettie and Crane, (2005), the importance of green marketing cannot be overemphasized as government, institutions and industries are conscious about their environment and want to continue in its longevity, thus firms in developing countries particularly Nigeria encourages the use of green products as it help to keep, maintain and prevent the earth from biodegradation and biodiversity. Today, consumers are becoming more conscious about the environment and this has led to the growth of Green marketing as consumers are willing to pay a lot for green products (Philip Kotler, 2011). Green marketing affects all areas of our economy, it does not just lead to environmental protection but it also create new market and job opportunities. Consumers nowadays are more concerned about their buying attitude and purchases Paettie and Crane, (2005). They are more concerned about the planet earth they are living and want to contribute towards its longevity and well-being (Dale 2011). This positive attitude towards environment is evidenced by their buying habits; such as their concern regarding product-recycling. Green marketing is the application of the marketing concept and tools to facilitate exchanges that satisfy organizational and individual needs and desires in an environmentally friendly way (Adebanjo, 2016). Green marketing does not only help to build high-quality products, but also shape the positive brand image and as such manufacturers in this present dispensation are gradually shifting production to green products as government policies are unfavorable to firms producing products that are not environmental friendly and possess a negative effect on both human and its environment (Grant, 2008).

Green marketing activities cut across, manufacturing, differentiating, pricing and promoting products and services which satisfy consumers and its environmental needs (Paettie, 1992).  The increasing consumer consciousness on sustainable practices has also fuelled the change of organizations to adopt green marketing strategies. The importance of going green has become part of doing business in the new millennium. Moreover, Green marketing is created an inextricable connection between the environment and marketing to social responsibility of an organization by giving trustworthy information which helps in building customers trust with the customers, improve the green perceived value and enhance customer’s patronage on green product.

More so, the evolution of going green was introduce to help maintain environmental cleanliness, use of products that are not relevant again through product recycling and providing remedies for environmental problems through the use of clean technology that involved designing of innovative new products which could help control pollution and waste issues (Peattie, 2001).

Finally, the concept and practice of green marketing can never be over emphasize as firms, companies and even small scale businesses are conscious about their environment as it is a vital and inseparable factor from human activities (Akehurst, Yazdanifard  and Laroche, 2012).

In spite of the growth in importance of green marketing on brand equity and consumer patronage based on favourable consumer behavior, firms gives little attention to green and this has negative influence on brand equity and consumer patronage of such firms. Given this the study aims at filling this gap in brand equity based on poor patronage as associated to low level of firms practice of the principle of green marketing.


1.2 Statement of problem

As the world continues to witness increasing environmental threats and other disasters such as climate change, pollution, and depletion of the ozone layer etc. mainly as a result of man’s activities, one key challenge to companies and consumers today is how to preserve and protect the earth natural environment and finite resources (Gosh, 2010). It may be that production and consumption of goods have led to the emergence of a large number of environmental problems. However, a large fraction of consumers have not being able to tell the difference between green products and other products in the society, as it effects on the environment continues to increase on daily basis (Michaud and Llerena, 2011). Thus, this has hindered most firms from practicing green marketing and its effect is detrimental to the environment and customers at large. Furthermore, inadequate funding (cost) by most reputable firms also added to the problems of green marketing as products meant for use, recycle and reuse are discarded owing to the high cost of recycling high cost or in adequate knowledge about the concept of green marketing; as such firms discard used products without care for recycling and this causes great harm and threat to the environment.

In other words, some firms have limited scientific and technology know-how to practice green marketing, and this possess a great danger to the environment and its inhabitants. The  poor performance of green products as compare to conventional products reduce consumer willingness to buy green and as such consumers are not willing to buy green product for a higher price.

Despite great amount of awareness and knowledge about green marketing, the market share of green products is still significantly small; only about 4% of consumers buy  green products, from the large number of consumers who agree to adopt green behaviour. This may spring from the fact that green consumerism do not actually reflect in consumer lifestyle as its environmental impact are still negligible. This statement is supported by (Hughner, McDonagh, Prothero, Shultz and Stanton, 2007) who state that even though consumers have a favourable attitude towards green purchases; it does not guarantee the purchase of green products. Thus, there is a gap between consumers’ Attitude and their Behaviour, which is referred to as the attitude-behaviour gap. Due to the attitude-behaviour gap, firms face a challenging task to develop segmentation and targeting strategies for green product.

Although, there quite a number of studies have been carried out on the impact of green marketing on consumer purchase behavior, very few have taken a critical look at the problem of attitude-behavior gap that is the major bane of green marketing in Nigeria. Thus, there is a wide gap in the existing literature. As a result, it is critical to examine the effect of green marketing on consumer patronage for consumer goods in order to fill this gap in the literature.


1.3 Objectives of the study

The broad objective of the study is to examine the effect of green marketing on consumer patronage for consumer goods (A study of MOUAU students). The specific objectives were to:

i.               ascertain the relationship between eco-branded products and consumers patronage for consumer goods.

ii.              examine the effect of green label on consumer preference for consumer goods.

iii.            Identify factors that affect consumers purchase for eco-branded products.

iv.            examine the effect of environment concern on consumer patronage for eco-branded product

 

1.3  Research question

1.      What is the relationship between eco-branded product and consumer’s patronage for consumer goods?

2.     What are the effect of green label on consumer for consumer goods?

3.     What are the factors that affect consumers to product eco-branded products

4.     To what extent does environment concern on consumer patronage for eco-branded product.


1.4  Hypotheses of the study

The following hypotheses are stated in null form

Ho1: There is no significant relationship between eco-branded product and consumer’s patronage for consumer goods.

Ho2: Green knowledge or information, Green consumption, Green trust, Interest in environmental issues, environmental concern have no significant effect on consumers patronage for eco-branded products.


1.6 Significance of the study

The study focused on effect of green marketing on consumer patronage for consumer goods (A study of MOUAU students). The study will be of great benefit to the following group of people:

To the Consumers of green product; the study will make consumers understand the essence of green marketing and its impact on the environment as consumers of these green products will redirect their purchase behavior towards the purchase of eco-friendly products which might not affects the depletion of the ozone layer and will encourage the needs for healthy living of both the rich and poor in the country.

To the developing nations of the world; the study would be of tremendous benefits to the developing nations by applying the three R’s of environmentalism; Reduce the amount of waste you produce, Reuse old items; donate to the unfortunate, repair if broken and Recycle as much as possible; buy recycled products to support recycling

To policy makers; the findings and recommendations of the study will assist policy makers in formulating policies that will employ firms and industries in Abia State as well as those in Nigeria to practice green marketing and encourage environmental friendly products.

To government; the findings and recommendations will assist them in implementing policies that will place a ban of industries producing products that are not environmental friendly.

Researcher and students interested in a similar field of study will find this work useful conceptual guide and reference material. The field survey for administration of the research instrument will be restricted to Umuahia and Aba because they are the commercial hubs of economic activities in Abia state.


1.7  Scope of the study

The study focused on the effect of green marketing on consumer’s patronage for consumer’s goods (A study of MOUAU student). Its emphasis had been on attitude behavior gap and social behavior impact of green marketing on the purchase behavior of the consumers in the state.


1.8 Operational definition of terms

Green marketing

Green marketing as the production of security products that meet the environmental standards, with recyclable and reusable packaging, with better pollution control methods and operate energy efficiently.

Green product:

Green Products are product which are recyclable, reusable and biodegradable in nature. It is produce with natural ingredients and containing recycled contents, non-toxic chemical. Green products are originally grown and manufactured under the approved chemical

Consumer’s patronage:

Customer’s patronage is the perceptual evaluative and psychological process that contributes to an individual purchasing what he wants at that moment.

Recyclable material:

Recycle material simply means the treatment of things that have already been used so that they can be used again.

Environmental friendly product:

This simply means products that are not environmentally acceptable, in other words products that liters the environment e.g Plastic-sealed magazines, Bottled/Plastic drinks, Use of Plastic bags and excessively packaged pills/drugs etc.

 

 

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    ABSTRACT This study analyzed the effects of labour turnover on productivity in Nigerian Bottling Company Plc and 7up Bottling Company Plc, Aba, Nigeria. Specifically, the study determined the effect of workers retention (pay and allowance) on quantity of sales in Nigerian Bottling Company Plc and 7up Bottling Company Plc Aba; determined the effect of training of workers on profit in Nigerian Bottling Company Plc, and 7up Bottling Company Plc Aba; investigated the effect of promotion on output in Nigerian Bottling Company Plc, and 7up Bottling Company Plc, Aba; and determined the effect of skills of workers on customers satisfaction in Nigerian Bottling Company Plc, and 7up Bottling Company Plc, Aba. Primary and secondary data were used for the study. The secondary data covered between 2010 and 2019. A total of 345 respondents consisting of 190 respondents from Nigerian Bottling Company Plc and 155 respondents from 7up Bottling Company Plc were used for the study after retrieving the questionnaire. Also, a total of 345 customers consisting of 190 customers that patronizes the Nigerian Bottling Company Plc and 155 customers that patronizes the 7up Bottling Company Plc were used for the study. Data obtained were analyzed using simple regression technique and mean score. Pearson product moment correlation coefficient (r) and simple regression were used to test the various formulated hypotheses for the study. Findings shows that retention (pay and allowance) of workers has significant positive effect on quantity of sales in both Nigerian Bottling Company Plc and 7up Bottling Company Plc, Aba. Training of workers have significant positive effect on profit in both Nigerian Bottling Company Plc and 7up Bottling Company Plc, Aba. Promotion of workers have significant positive effect on output in both Nigerian Bottling Company Plc and 7up Bottling Company Plc, Aba. Skills of workers have significant positive effect on customers’ satisfaction in both Nigerian Bottling Company Plc and 7up Bottling Company Plc, Aba. The study recommends that efforts aimed at tackling labour turnover in Nigerian Bottling Company Plc and 7up Bottling Company Plc should focus more on developing the proficiency of workers through a need-identified training. Prompt promotion of workers and the use of other compensation incentives that should increase the willingness of employees to remain at work is strongly advocated. Many bottling industries such as the Nigerian Bottling Company Plc and 7up Bottling Company Plc, Aba require a formidable workforce to have a competitive edge amidst her competitors. CHAPTER 1 INTRODUCTION 1.1 BACKGROUND TO THE STUDY In today's global environment, each business must have a strong labour turnover avoidance policy in place to guarantee that the finest minds and well-experienced employees contributing to the organization's overall growth and development are kept. Employer turnover should be reduced as a result of this. This is because labour turnover is one element that may impact employee retention, organizational profit, production, and customer satisfaction with the organization's products and services in a positive or negative way. The sort of labour turnover prevention program that will encourage employees to perform well will be determined by how well it meets their needs for status, job security, and survival, as defined by Maslow's hierarchy of needs (1943 and 1954). Managerial and supervisory turnover has long been a key human relations issue, and its importance in any particular company cannot be overstated. Almost all employers of labour confront a big problem with labour turnover nowadays, all around the world (Barmase and Shukla, 2013). This is due to the fact that it creates a significant financial strain on businesses and has a negative impact on productivity. Labour turnover is a serious workplace problem that cannot be overlooked by any meaningful and target driven organisation. Organizations all around the globe must endeavor to regulate and reduce labour turnover since it has both economic and psychological implications on production. In terms of psychological consequences, labour turnover has been associated with a number of negative job attributes such as low level of job satisfaction, low esteem for promotion opportunities, mental stress on the part of management on how best to sort and replace exited experienced workers etc. As a result, when a person departs abruptly, it throws the entire organization's production strategy into disarray. This might have a significant impact on the organization's production and, as a result, its effectiveness. If the company provides a service, employee turnover may have an impact on the quality and/or quantity of service provided, especially if one person's output is the input of another (Blau, 2014). Hill and Twist (2015) define labor turnover as withdrawal behaviors that lead psychologists to believe that it is the result of unfavorable workplace attitudes affected by factors such as income, job security, recognition and appreciation, working hours, and physical conditions, among others. There are also psychological withdrawal behaviors such as a lack of creativity or putting in little effort on a work, which frequently show as laziness and an unwillingness to think and enhance creativity (Pinder, 2018). There is also an attempt to comprehend managerial turnover and determine why employees leave their jobs. Carbery, Garavan, Brien, and McDomel (2013) believe that, all other things being equal, management turnover is likely to be lower than operational turnover, which might be due to the fact that they are more devoted and have a stake in the company. Labour turnover also has the effect of impeding the attainment of larger corporate objectives since it necessitates a significant investment in training, induction, growth, and skills development to replace personnel who leave the company. Controlling labour turnover, on the other hand, is critical for businesses and must be handled well due to the impact it has on organizational productivity (Adewole, 2017). In Nigeria, the issue of labour turnover cannot be neglected by many firms operating in the country. This is because ineffective labour turnover management in any Nigerian organization would have a significant negative impact on not just that organization's performance and output, but also on the economy as a whole. For example, in the late 1980s and early 1990s, Nigeria experienced a turning point in her history when Nigerian universities lost a slew of well-trained teachers in what became known as the "Brain-drain." Perhaps the situation that occurred in our universities had an impact on some businesses, such as the Nigerian Bottling Company Plc. and the 7up Bottling Company Plc., where some of these academics serve as consultants. Terrible pay rates, a lack of advancement, a lack of sufficient training of trained and competent labour force, and a poor work environment may have all contributed to such a choice to quit a company (Adewole, 2017). This is likely to have an impact on the manufacturing line in terms of profit maximization. The situation hasn't altered much since then, and many businesses are calculating their losses (Orji, 2018). According to a Mercer report on the total financial impact of employee turnover, the cost of labour turnover is sometimes misunderstood, seen as incalculable, or disregarded as a minor expense, yet the total cost of labour turnover is considerable, accounting for 36 percent of payroll. The actual cost of employing someone to cover absentee employees is a significant but frequently ignored expense. In Nigeria bottling firm and 7up Bottling Company Plc. Aba, Nigeria, this is a typical practice in enterprises that leads to a certain level of turnover and its probable impacts on productivity. Organizational Productivity is defined as an organization's, institution's, or business's ability to achieve desired outcomes with the least amount of energy, time, money, staff, material, and so on. It is a measure of an organization's ability to meet its output targets via the use of its labour, authority strategies, machinery, equipment, and assets (Adewole, 2017). Productivity increase is crucial for organizations since delivering more goods and services to customers equates to better profitability. As productivity rises, an organization's resources may be converted into revenues, allowing it to pay stakeholders while reserving cash flows for future development and expansion. With increased productivity, an economy may create and consume more products and services for the same amount of effort. Individuals (workers and customers), company executives, and analysts all value productivity (such as policymakers and government statisticians). Labour turnover is inextricably linked to an organization's productivity and is frequently a sign of other issues confronting both the organization and its personnel. A variety of strategies have been proposed by management scholars in order to overcome high rates of labour turnover among employees and enhance employee retention. According to Ibrahim, Usman, and Bagudu (2013), employees who resigned their employment did so due to bad working circumstances that required them to execute their tasks. Poor working circumstances owing to physical factors may result in reduced productivity and general job unhappiness. Nigerian bottling firms, such as Nigerian Bottling Company (NBC) and 7up Bottling Company Plc. (7UP), are not immune to the effects of high labor turnover. The capacity of these businesses to fulfill rising demand for their goods and services is heavily reliant on the efficiency of their skilled employees, who assure optimal production, sales, and profit margins. Labour turnover, particularly among experienced employees, is a major and continuous issue that employers of labor in these organizations are concerned about. This is due to the high expense of finding a substitute for such high quality, which is sometimes difficult to come by. Most new employees are more prone to accidents since there are more breakages and they make more mistakes than experienced workers, resulting in the expense of replacing a man exceeding the recruiting projections by a significant margin (Stessin, 2011). When a company's labor turnover is a problem, management must identify the root reasons, monitor the turnover rate, calculate the cost of turnover, and solve the issue. Given the reality of unemployment and economic hardship in Nigeria, knowing the impact of labor turnover on productivity at Nigerian Bottling Company (NBC) and 7up Bottling Company Plc. is crucial. Such knowledge will aid these businesses in developing effective labor turnover prevention plans that will allow them to function sustainably and adequately satisfy consumer needs as well as corporate objectives. As a result, the purpose of this study was to examine in depth how labor turnover management affects organizational productivity of Nigerian Bottling Company (NBC) and 7up Bottling Company Plc in Aba, Nigeria. 1.2 STATEMENT OF THE PROBLEM Despite the fact that there appear to be no permanent solutions, attempts have been made to reduce the problem of labour turnover. Many individuals have left their jobs due to factors such as professional progress, more promising positions, and external incentives such as higher pay scales, promotion in other companies, and pleasant working circumstances. High labour turnover can have a negative influence on a company's production. However, because of the restricted resources available for staff recruiting, the negative impacts on firms might be extremely severe. Employees who are happy in their jobs are less likely to leave. High employee turnover is typically a sign of a longer-term issue, such as a lack of improved pay structures, training or career opportunities, or promotion, to name a few. Workers who are dissatisfied with their occupations are inclined to depart (Mobly, 2017). Mobly (2017) goes on to say that being dissatisfied with a job isn't the only reason why individuals switch jobs; it may also be because the talents and competencies they possess are in high demand. They may be enticed to leave for greater salary, perks, or career advancement opportunities. Because enterprises have little influence over what happens in other firms, they may take efforts to boost employee morale in the workplace, making people who work for them happy and productive. For companies like Nigerian Bottling Company Plc. and 7up Bottling Company Plc., employee turnover is a major issue. The high rate of labor turnover in bottling businesses, which has risen to about 15% in Nigerian Bottling Company Plc. in 2019 (NBC, 2019) and 22% in 7up Bottling Company Plc. in 2019 (NBC, 2019), is one of the issues that inspired this study (7up, 2019). It is important to remember that a high labour turnover rate reduces an organization's revenue and profitability through lowering productivity. Another issue is that labour turnover increases hiring costs and training expenses, which is especially problematic in organizations that need to replace individuals with specialized skills and a high educational level to fill complicated job responsibilities. Recruiting new employees to replace those who have left the company might be a positive start in the right direction. However, their ability to match the unique abilities necessary for complicated activities previously performed by top executives, as well as highly paid vocations, is subject to cost impacts, making their replacement extremely challenging for the organization. This is likely to have a noticeable impact on the productivity of the company. This is not to suggest that every employee who leaves a company is dissatisfied with their work. Some people will retire, leave town, or abandon their jobs due to family obligations, a desire to change careers, or even the urge to start their own business (Kiunsi,2014). In terms of labour turnover management, there is a knowledge vacuum and a point of departure for prior studies on labour turnover and organizational productivity. There is a knowledge gap in understanding the effect of worker retention (pay and allowance) on sales quantity, the effect of worker training on profit, the effect of promotion on output and effect of workers skills on customers satisfaction in Nigerian Bottling Company Plc. and 7up Bottling Company Plc. Aba. Against this backdrop, this research work investigates labour turnover management and organisational productivity of Nigerian Bottling Company Plc. and 7up Bottling Company Plc in Aba, Nigeria. 1.3 OBJECTIVES OF THE STUDY The major aim of this study is to analyze the effects of labour turnover on productivity in Nigerian Bottling Company Plc., and 7up Bottling Company Plc., Aba, Abia state, Nigeria. Specifically, the study sought to examine the following objectives: (1) determine the effect of workers retention (pay and allowance) on sales quantity in Nigerian Bottling Company Plc. and 7up Bottling Company Plc. Aba; (2) determine the effect of workers training on profit in Nigerian Bottling Company Plc., and 7up Bottling Company Plc. Aba; (3) investigate the effect of promotion on output in Nigerian Bottling Company Plc., and 7up Bottling Company Plc., Aba; (4) determine the effect of workers skills on customers’ satisfaction in Nigerian Bottling Company Plc., and 7up Bottling Company Plc., Aba. 1.4 RESEARCH QUESTIONS Based on the specific objectives, the following research questions were raised. 1) What effect has workers’ retention (pay and allowance) on sales quantity in Nigerian Bottling Company Plc. and 7up Bottling Company Plc. Aba? 2) What effect has workers training on profit in Nigerian Bottling Company Plc., and 7up Bottling Company Plc. Aba? 3) What effect has promotion of workers on output in Nigerian Bottling Company Plc., and 7up Bottling Company Plc., Aba? 4) What effect has workers skills on customers satisfaction in Nigerian Bottling Company Plc., and 7up Bottling Company Plc., Aba? 1.5 RESEARCH HYPOTHESES From the above research questions, the following null hypotheses were formulated to guide the study. H01: There is no significant effect of workers’ retention (pay and allowance) on sales quantity in Nigerian Bottling Company Plc. and 7up Bottling Company Plc. Aba. H02: There is no significant effect of workers training on profit in Nigerian Bottling Company Plc., and 7up Bottling Company Plc. Aba. H03: Promotion of workers does not significantly correlate with output in Nigerian Bottling Company Plc., and 7up Bottling Company Plc., Aba, Nigeria. H04: Workers skills have no significant effect on customers’ satisfaction in Nigerian Bottling Company Plc., and 7up Bottling Company Plc., Aba, Nigeria. 1.6 SIGNIFICANCE OF THE STUDY The significance of this study is divided into empirical and theoretical significance. Empirical significance: This research will serve as a resource for all organizational management, particularly the management and employees of Nigerian Bottling Company Plc. and 7Up Bottling Company Plc. in Aba, Nigeria, in understanding labour turnover management and organizational productivity. The research will assist both commercial and public organizations, including the government, in limiting their human resource capabilities by implementing methods to minimize labour turnover through worker retention, training, rapid promotion, and skill development. It would give important information to Nigerian businesses' management and staff on employee retention and limiting the negative influence of labour turnover on organizational productivity. Theoretical significance: This study has contributed to the current body of information on labour turnover and organizational productivity. This study will be useful to scholars and postgraduate students in the Departments of Industrial Relations and Personnel Management, Business Administration, and Entrepreneurship because it will serve as a reference material for future researchers on the effects of labour turnover on organizational productivity. It may also pique the interest of other academies in conducting more study on the reasons and constraints of labour turnover in a company. The study will also help the Nigerian public and people in other disciplines understand the impact of labour turnover on the productivity of Nigerian Bottling Company Plc. and 7Up Bottling Company Plc., Aba. 1.7 SCOPE OF THE STUDY The scope of the study is divided into unit scope, content scope, and geographical scope. Unit scope: This study is on individual level of analysis of selected bottling companies in Aba. Content scope: This study covers only labour turnover management on organizational productivity between 2010 and 2019. Geographical scope: This study covered the Nigerian Bottling Company Plc. and 7Up Bottling Company Plc., Aba, Nigeria. 1.8 LIMITATION OF THE STUDY The most significant restriction of the study is having access to the office since the setting was extremely limited for security reasons, and entry into the business was mostly by invitation. As a result, obtaining an invitation to share the questionnaire and conduct interviews was extremely difficult, and there were limits on the number of times the researcher was authorized to enter the offices where the necessary information was obtained. As a result, the researcher had to devote many months to data gathering during the research process. Furthermore, there was a constraint on the number of years of information the researcher could be given by the organisations, since the selected bottling businesses only granted the researcher access to ten (10) years of data on different labour turnover management indicators and organisational productivity. Another difficulty encountered in performing this study was the inability to express the dependent variable "productivity" as well as the independent variable "labour turnover" with appropriate indicators for each specific aim. For this study, it took the intervention of the supervisory committee to resort to quantity of sales, profit, output, and customer satisfaction as appropriate indicators of organisational productivity, as well as worker retention (pay, allowances), worker training, promotion, and worker skills as appropriate indicators of labour turnover management. Generally, eliciting the required information from the various issues of the annual reports of Nigerian Bottling Company Plc. and 7Up Bottling Company Plc., Aba were the major constraint encountered in completing the study. The researcher was put through rigorous methods of transforming existing information to fit the necessary variables for the investigation. 1.9 OPERATIONAL DEFINITION OF TERMS Labour turnover: - This is the overall change in the number of people employed in a business entity during a particular period. It takes into consideration the number of exiting personnel, new joinees and the total number of workers as listed in the payroll at the end of a given period. Productivity: - is a phenomenon, which is concerned with the utilization of resources to produce a given output, the resources could be labour materials and capital. Incentives: - Something, which encourages you to work harder, start new activities. Remuneration: - An amount of money paid to someone for work done. Promotion: - is the Vertical movement of employees in the organization to a position of higher authority. Profit: - This is the financial benefit realized when revenue generated from a given business activity or numerous business activities exceeds the expenses, cost and taxes involved in sustaining the business activity in question. It calculated as the naira difference between total revenue and total expenses Output: - This is the number of units of goods produced in a specific time period. The period could be monthly or yearly. Retention: Retention refers to employees’ abilities to not only absorb and retain training or specialized skills, but to apply the learned skills to their job. Worker/Employee retention: Refers to the ability of an organization to retain its employees Sales quantity: This is the number of units of goods sold in a specific time period. The period could be daily, weekly, monthly, quarterly, biannually or yearly. Consumer satisfaction: Consumer satisfaction is a term that measures how products or services supplied by a company meet or surpass a customers’ expectation. Customer satisfaction is important because it provides marketers and business owners with the metric that they can use to manage and improve their businesses as well as shows how productively relevant the organisation is to its business environment.   CHAPTER 2 REVIEW OF RELATED LITERATURE 2.1 CONCEPTUAL REVIEW 2.1.1 Labour turnover Labor turnover, also known as staffing turnover, is defined as the ratio of employees who leave a firm due to attrition, dism

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