USE OF PRODUCT LIFE CYCLE MODEL AND MARKETING-MIX DECISION-MAKING FOR ENHANCING MARKET PERFORMANCE IN BREWERY COMPANIES IN SOUTH-EAST, NIGERIA

The study examined the Use of Product Life Cycle Model and Marketing-Mix Decision-making for enhancing market performance in Brewery companies in the South-East, Nigeria.  The purpose of this study was to assess the use product life cycle model for decision-making and enhancement of market performance of Brewery companies in the South-East, Nigeria. The study adopted descriptive survey research design.  The research population consists of Decision-Makers in the selected companies in the South-East, Nigeria.  Thus, the population was one hundred and eleven (111). The study employed the convenience and purposive sampling techniques to select respondents for the study. Moreover, the study used the descriptive analysis such as percentage, frequency, mean, standard deviation, while factor and regression analysis were used for hypothesis testing with the aid of statistical package for social science (SPSS) version 24.0. The statistical analysis used for this work was factor and regression analysis.  The results indicate that a strong and statistically significant association between Use of PLCM for decision-making and enhancement of sales volume, profit and market share of Brewing firms in South-East, Nigeria. Based on the findings, the following conclusions were made; PLCM is used by brewery companies in the south-east, Nigeria. Furthermore, the product life cycle model enables these companies to have competitive edge over rivals. Lastly, the three hypotheses stated for the study, indicated that, there is a positive and significant relationships between sales volume, profit, and market shares of Brewery Companies in South-East, Nigeria.