Ezeanyanike, Phoebe Anurika
Department of Office Technology and Management, Federal Polytechnic, Oko, Anambra state, Nigeria
Corresponding Author’s email: phoebeanurika@gmail.com
Abstract
This study explored horizontal merger and effectiveness of firms in the brewery industry in South-South Nigeria. The aim of the study was to determine the relationship between horizontal merger and effectiveness (productivity, market share and customer retention) of firms in the brewery industry in South-South Nigeria. Three research questions and hypotheses were developed to address the objectives of the study. The study adopted the survey research design. The population of the study consisted of 151 managers of the registered beverage companies in South-South Nigeria. The census sampling technique was adopted where all the members of the population were used as the sample size for the study. A structured questionnaire was used as the main instrument for data collection. The data collected were analyzed statistically using (SPSS) while the hypotheses were tested using Pearson Correlation Coefficient (r). The bivariate analysis was performed with the aid of the SPSS 23 version. The findings revealed that horizontal merger has a significant relationship with productivity of firms in the brewery industry in South-South Nigeria. The study also found a significant relationship between horizontal merger and market share of firms in the brewery industry in South-South Nigeria. The study also discovered a significant relationship between horizontal merger and customer retention of firms in the brewery industry in South-South Nigeria. Based on these findings, it was concluded that horizontal merger significantly enhance the effectiveness of brewery firms in terms of increasing their productivity, market share and customer retention. Based on these findings and conclusion, it was recommended that brewery companies in South-South Nigeria should embrace horizontal merger as it would enhance their effectiveness in terms of increasing their productivity, market share, and customer retention.
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