MARKETING STRATEGIES AND AGRIBUSINESSES PERFORMANCE IN NORTH-CENTRAL NIGERIA: A MEDIATING ROLE OF PERSUASIVENESS

Abstract

The study investigates the mediating role of persuasiveness in the relationship between marketing strategies and agribusiness performance in North-Central Nigeria through Structural Equation Model (SEM) analysis. Leveraging a sample size of 338 from a population of 2,216 registered agribusinesses across five selected states, a cross-sectional survey design was employed to analyze the relationships between the variables of the study. Aligned with empirical reviews, the research identifies persuasiveness as a significant direct factor influencing agribusiness performance, resonating with broader understandings of persuasion in decision-making contexts. Specifically examining marketing strategies such as product and promotion, the study aligns with existing literature illustrating the positive impact of tailored persuasive approaches in various contexts. On the challenges faced by agribusinesses in North-Central Nigeria, financial constraints emerge as the foremost challenge, impacting 28% of surveyed businesses, echoing findings emphasizing the need for financial support and capital access. Infrastructure issues affect 26% of businesses, highlighting the crucial requirement for reliable transportation and technology. Political instability poses a significant obstacle for over 21% of agribusinesses, underscoring the need for stable governance and supportive policies. Competition is a pervasive challenge for nearly a quarter of businesses, emphasizing the importance of effective strategies. The study calls for addressing financial, infrastructural, political, and competitive challenges to foster an environment conducive to sustainable growth, aligning with previous research on organizational constraints.