Bargaining Power of Suppliers and Differentiation Strategy, Evaluation of the Effect on Market Growth of Household Consumer Goods Companies in Nigeria

ABSTRACT: The study examines the relationship between the bargaining power of suppliers and differentiation strategy on market growth in the consumer goods sector in Nigeria, focusing on four listed companies. Data was collected through a questionnaire and analyzed using multivariate regression analysis, CFA, and SEM. The study found that a differentiation strategy has a positive and significant effect on market growth, while the bargaining power of suppliers does not. However, both factors are important to consider for companies operating in the sector. The study highlights the need for further analysis to establish causality and identify other potential factors that may impact market growth.