Social Amenities and Marketing Performance of Industrial Firms in South East, Nigeria

Social amenities are public services and facilities that contribute to the quality of life and well-being of a community. These amenities are essential for supporting the social, cultural, and recreational needs of people living in an area. They are typically provided by the government, local authorities, or community organizations, though some can also be privately managed. Social amenities are vital for creating vibrant, healthy and sustainable communities. The study focused on the effects of social amenities on marketing performance of select industrial firms in South-East, Nigeria. Improved marketing performance of industrial firms in south east, Nigeria will also improve the contribution of industrial firms sector to the gross domestic product of the economy. This will also imply increased tax payment by the firms to government, which will in turn make revenue available for societal development. The objectives of the study were to examine the effect of social amenities on sales growth of select industrial firms in south east, Nigeria and to ascertain the effect of social amenities on competitive advantage of select industrial firms in South-East, Nigeria. The study adopted survey research design. The population of the study was 10,450 selected industrial firms in South-East, Nigeria. A sample size of 385 (Three hundred and eighty-five) was drawn from the population using Taro Yamani statistical formula. The content validity of the instrument was ascertained by a questionnaire review panel that did objective assessment of the questions. The reliability estimate of the study was calculated using Cronback’s Alpha () technique and the reliability index of 0.84 was obtained. Two hypotheses were formulated and tested with Simple Linear Regression model.. The major findings in the study showed that: there is a significant effect of social amenities on sales growth and competitive advantage of select industrial firms in South-East, Nigeria. We concluded that the quality of the support programmes rendered by the government should be dynamic and in line with the growth-path of the clusters. We, therefore, recommended that Government, at all levels- local, state and federal should provide the business sector with social amenities like good access roads, telecommunication services, etc for their effective and efficient business operations, among others.