Competitive Intelligence and Performance of Selected Aluminium Manufacturing Firms in Anambra State, Nigeria

Abstract

The seemingly decreased competitive intelligence awareness among Aluminium firms in Anambra State appear to have caused some companies' management uninformed of a real-time view of what their competitors are doing, product' pricing and slow response to customers' demand for quality products and services offered in the market. Consequently, this study determined the relationship between competitive intelligence and performance of selected manufacturing firms in Anambra State. Specifically, it ascertained the type of relationship between competitor pricing and customer retention. Correlation survey design was used in the study. Data were analyzed using Pearson Product Moment Correlation Coefficient which established the type of relationship between the dependent and independent variables. The findings of the study revealed that competitor pricing has significant positive relationship with customer retention. It is therefore recommended that firms should strive for competitive advantage over their rivals by applying an appropriate pricing strategy which enhances fair pricing dimensions of their products.