EFFECT OF PACKAGE AND CHANNEL DIFFERENTIATION ON MARKETPERFORMANCE OF SELECTED TABLE WATER FIRMS IN LAFIA

Abstract

The study was concerned with measuring the effect of package and channel differentiation
strategies on market performance among table water companies in Lafia metropolis.
Quantitative methods were utilised in the study, based on an explanatory design and a
reliance on survey data obtained from a cross-section of 179 respondents via an
administered questionnaire. Path modelling, through the Partial Least Squares Structural
Equation Modelling (PLS-SEM) approach, was employed in analysing the collected data.
Both product and channel differentiation were found to be positive and significant in
determining market performance in the study area. Findings revealed an urgent need for
strategic interventions including deepened investment in distinctive product features and
variants that set their table water apart from competing brands. Furthermore, firms should
prioritise expanding and diversifying their sales and distribution channels to ensure their
products are readily accessible across various points of sale, including retail outlets,
supermarkets, local vendors, and online platforms. Strategic partnerships with retailers and
distributors should also be nurtured through relationship management initiatives to maximise
product visibility.