COMPETITIVE MARKETING STRATEGY AND MARKET LEADERSHIP OF SUPERMARKETS IN PORT HARCOURT, NIGERIA
George, Gibson, PhD , Hart, Emilia Tamunoipirisa and Harry, Amieibi-ibama Harcourt
Volume 13 Issue 1
Abstract
This study examines the relationship between competitive marketing strategy and market leadership of supermarkets in Port Harcourt, Nigeria. The study adopted a positivist research paradigm and a correlational research design to assess how competitive marketing practices relate to market leadership outcomes. The population comprised all major supermarkets in Port Harcourt, and data were collected from 87 managers and marketing staff using a semi-structured questionnaire measured on a 5-point Likert scale. Pearson correlation analysis was employed to test three hypotheses. Findings revealed that competitive marketing strategy has strong, positive, and significant relationships with brand recognition (r = 0.781, p < 0.05), sales growth (r = 0.644, p < 0.05), and a moderate, positive and significant relationship with market share (r = 0.577, p < 0.05). Thus, the study concludes that there is a positive and significant relationship between competitive marketing strategy and market leadership of supermarkets in Port Harcourt, Nigeria. This means that supermarkets that effectively design and implement competitive marketing strategies are better positioned to achieve sustainable market leadership and outperform competitors. Recommendations include strengthening brand-building initiatives, leveraging marketing strategies for sales growth, and expanding market share through innovation and customer engagement. The study provides both theoretical and practical insights for supermarket managers seeking to enhance competitive advantage in a highly dynamic retail environment. Keywords: Competitive Marketing Strategy, Market Leadership, Brand Recognition, Sales Growth, Market Share.
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