Journal of Management Research and Review (JMRR)

Bargaining Power of Suppliers and Differentiation Strategy, Evaluation of the Effect on Market Growth of Household Consumer Goods Companies in Nigeria

OLADIPO, Jacob Olubukola, OYEDOKUN, Akintunde Jonathan, OYELEYE, Jolaolu Olumide, Stephen OJO, Bolarinwa

3 October 2025 · Vol. 1, Issue 4, pp. 78-86

DOI: 10.65150/EP-jmrr/V1E4/2025-A013

Abstract

The study examines the relationship between the bargaining power of suppliers and differentiation strategy on market growth in the consumer goods sector in Nigeria, focusing on four listed companies. Data was collected through a questionnaire and analyzed using multivariate regression analysis, CFA, and SEM. The study found that a differentiation strategy has a positive and significant effect on market growth, while the bargaining power of suppliers does not. However, both factors are important to consider for companies operating in the sector. The study highlights the need for further analysis to establish causality and identify other potential factors that may impact market growth.

Keywords: Bargaining power of suppliers, Differentiation strategy, Market growth, Consumer goods companies, Household.

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OLADIPO, Jacob Olubukola, OYEDOKUN, Akintunde Jonathan, OYELEYE, Jolaolu Olumide, Stephen OJO, & Bolarinwa (2025). Bargaining Power of Suppliers and Differentiation Strategy, Evaluation of the Effect on Market Growth of Household Consumer Goods Companies in Nigeria. Journal of Management Research and Review, 1(4), 78-86. https://doi.org/10.65150/EP-jmrr/V1E4/2025-A013

@article{OLADIPO2025,
  title   = {Bargaining Power of Suppliers and Differentiation Strategy, Evaluation of the Effect on Market Growth of Household Consumer Goods Companies in Nigeria},
  author  = {OLADIPO and Jacob Olubukola and OYEDOKUN and Akintunde Jonathan and OYELEYE and Jolaolu Olumide and Stephen OJO and Bolarinwa},
  journal = {Journal of Management Research and Review},
  year    = {2025},
  volume  = {1},
  number  = {4},
  pages   = {78-86},
  doi     = {10.65150/EP-jmrr/V1E4/2025-A013},
  url     = {https://doi.org/10.65150/EP-jmrr/V1E4/2025-A013}
}

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