Pages: (145-164 )
Abstract
This study examines the influence of process
efficiency on the market share of food and
beverage companies in Lagos State, Nigeria.
These firms operate in a highly competitive
environment where customer satisfaction,
product availability, and service delivery
significantly impact market performance. The
research aims to assess how improvements in
internal operations specifically process
efficiency affect market share. Anchored on the
positivist research philosophy, the study adopts
a deductive approach, moving from theoretical
assumptions to hypothesis testing. A descriptive
survey design was employed to gather
quantitative data from 318 managers across
three major food and beverage companies.
Structured questionnaires were used for data
collection, and simple linear regression was
applied to examine the hypothesized
relationship. Findings revealed that although process efficiency showed a positive relationship
with market share, the effect was statistically
insignificant. This implies that internal
operational improvements alone may not lead to
significant market share growth unless combined
with other strategic efforts. The study concludes
that while process efficiency is a vital internal
capability, its standalone impact on market
share is limited. It recommends that firms align
operational efficiency with marketing, customer
engagement, and product innovation strategies
to drive competitive advantage. Future research
should explore the moderating roles of
technology adoption, customer orientation, or
industry dynamics in the process efficiency
market share relationship.
Keywords: Food and Beverage Industry, Market Share, Internal Operations, Lagos State, Operational Capability, Process Efficiency.,