RECYCLE LOGISTICS PRACTICES AND MARKETING PERFORMANCE OF REGISTERED BREWERIES IN NIGERIA

Abstract

As environmental concerns remain a global priority, population growth, stricter regulations, and shifting consumption patterns in Nigeria lead to increased waste production, placing greater demands on recycle logistics systems to manage larger volumes of waste materials. This study examined the relationship between recycle logistics practices and marketing performance of registered breweries in Nigeria. The objective was to determine the extent to which recycle logistics practices relate with marketing performance of registered Breweries in Nigeria. The study adopted cross-sectional research design. The population of the study was six (6) registered Breweries in Nigeria. The researchers adopted a census method because of the small size of the study population. The researchers adopted a census method because of the small size of the study population. However, ten (10) managers were drawn from each of the six (6) of registered Breweries in the six geopolitical zones; (Plateau) North-central, (Kaduna) North-west, (Adamawa) North-east, (Abia) South-west and (Rivers) South-south. In all, sixty (60) managers constituted the respondents for the study. Data were collected through semi- structured questionnaire designed in the Likert 5-poinit scale of very low extent to very high extent. Data were analyzed using Pearson Product Moment Correlation (PPMC) to test the six hypotheses. The findings reveal that the relationship between recycle logistics practices and marketing performance is strong and significant. Thus, the study concludes that implementing efficient recycle logistics practices in registered breweries in Nigeria results in exceptional marketing performance. The study recommends that Beverage firms in Nigeria should adopt tracking systems to oversee bottle collection and returns. Additionally, it recommends training employees on the significance of recycling and how to effectively convey this message to customers.