An evaluation of corporate social responsibility initiatives on market share: Evidence from an FMCG company in Kaduna.
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Background of the study:
Corporate social responsibility (CSR) initiatives have become a strategic tool for enhancing business performance in competitive sectors such as the fast-moving consumer goods (FMCG) industry. In Kaduna, an FMCG company has integrated CSR into its core strategy to build a positive public image and gain a competitive edge. This study evaluates how CSR initiatives influence market share by fostering consumer trust and loyalty. The company’s efforts—ranging from community development projects to environmental conservation programs—are examined to determine their effectiveness in driving sales and expanding market presence. In a rapidly evolving marketplace, CSR is seen as a means of differentiating the brand from its competitors while addressing societal issues. The study investigates the alignment between the company’s CSR activities and consumer expectations, and how this alignment contributes to improved market performance (Okafor, 2023; Musa, 2024). By analyzing consumer behavior, market trends, and stakeholder feedback, the research aims to provide empirical evidence of the link between CSR and market share. This investigation also explores the role of transparent reporting and strategic communication in reinforcing the company’s CSR commitments and enhancing its competitive position (Eze, 2023).
Statement of the problem:
Although CSR initiatives are widely implemented in the FMCG sector, their direct impact on market share remains ambiguous. Many companies in Kaduna find it challenging to translate CSR activities into tangible business outcomes, such as increased market share. Consumer skepticism about the sincerity of CSR efforts may undermine their effectiveness, while inconsistent implementation of CSR strategies further complicates their evaluation. The lack of standardized metrics to measure the contribution of CSR to market share creates uncertainty among decision-makers, impeding effective resource allocation and strategic planning. Therefore, there is a pressing need to examine how CSR initiatives influence market share and identify the factors that can enhance their effectiveness in the FMCG context (Adeleke, 2024).
Objectives of the study:
To evaluate the impact of CSR initiatives on market share in an FMCG company.
To assess consumer perceptions of the company’s CSR efforts.
To identify key factors that enhance the effectiveness of CSR in driving market performance.
Research questions::
How do CSR initiatives affect market share in the FMCG sector?
What are consumers’ perceptions of the company’s CSR activities?
Which factors most significantly influence the success of CSR in increasing market share?
Significance of the study
This study is significant for FMCG companies seeking to leverage CSR for competitive advantage. It offers valuable insights into the relationship between ethical business practices and market performance, providing actionable recommendations to enhance CSR strategies and boost market share. The findings contribute to both academic research and practical business strategy (Chinwe, 2024).
Scope and limitations of the study
The study is limited to an FMCG company in Kaduna, Nigeria, focusing exclusively on the impact of CSR initiatives on market share. It does not consider other industries or geographic regions.
Definitions of terms
Corporate social responsibility (CSR): Business practices that contribute positively to society and the environment.
Market share: The percentage of an industry or market's total sales that is earned by a particular company.
FMCG company: A business that produces and sells fast-moving consumer goods.
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