CONSUMERS PERCEPTION OF THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ON PERFORMANCE OF SOFT DRINKS FIRMS IN BENIN CITY, EDO STATE, NIGERIA

Abstract

This study empirically examined the relationship between consumers’ perception of the effect of
Corporate Social Responsibility (CSR) on performance of soft drinks firms in Benin City, Edo
state, Nigeria. Survey research design was adopted for the study. The sample size of 400
respondents was considered in the study on the basis of convenience sampling technique. Sampling
location comprised consumers’ of soft drinks brand in Benin City, Edo state, Nigeria. Copies of
400 structured questionnaire were administered to respondents. However, 367 sets of
questionnaire were found to be valid and usable. Data collected through questionnaire
administration were analyzed using descriptive and inferential statistics. Hypotheses were tested
using Ordinary Least Square (OLS) regression technique. The study used both the Statistical
Package for Social Sciences (SPSS version 24.0) and Econometric (E-views 8.0) software for data
analysis. The study found that ethical, philanthropic, economic responsibilities have statistically
significant influence on consumers’ perception which affects the performance of soft drinks firms
in Benin City. It was also found that legal responsibilities do not significantly influence on
consumers’ perception which affect performance of soft drinks firms in Benin City. Therefore, on
the basis of the findings, the study recommends that management of consumer soft drinks firms
should be aware that today’s host communities are well informed and more knowledgeable in their
collation of information in other to meet-up with their demands. Managements of soft drinks firms
should improve their CSR activities by displaying high level of professionalism in terms of ethical,
philanthropic, economic and legal responsibilities.