MARKETING ORIENTATION AND COMPETITIVE ADVANTAGE THROUGH UNIQUE VALUE PROPOSITIONS IN NIGERIA'S FOOD PROCESSING SECTOR

This study examines the influence of marketing orientation on the formation of unique value propositions among food processing companies in Southwest Nigeria. Marketing orientation involves understanding market trends, customer preferences, unmet needs, and competitors’ strengths and weaknesses. These insights enable businesses to develop effective marketing strategies, improve customer satisfaction, strengthen customer loyalty, and enhance business performance. Unique value propositions communicate the distinctive benefits customers receive from a company’s products and services, helping the business differentiate itself in a competitive marketplace. For food processing companies, aligning marketing strategies with changing consumer demands is essential for developing relevant and compelling value propositions. The study explores how market knowledge and customer-focused strategies contribute to the creation of distinctive customer benefits and sustained business engagement. It emphasizes the importance of understanding consumer expectations and competitive dynamics in designing value propositions that attract customers, encourage repeat patronage, and support business growth. The study provides a conceptual basis for understanding the relationship between marketing orientation and value proposition development in Nigeria’s food processing industry