Consumer Orientation and Competitor Awareness on Firm Performance in the Bottled Water Industry

Purpose: To assess the Influence of strategic positioning indicators namely customer orientation and competitor awareness on firm performance in bottled water Industry, with sector standards as a moderating variable.
 Design/Method/Approach: This study adopted quantitative methodology cross-sectional explanatory design which sample 424 licensed firms were randomly selected. Structured questionnaires distributed to managers factor analysis was used reduce number variables establish underlying constructs, while moments structures applied develop theory.
 Findings: It found that there exists positive significant relationship among consumer performance. The effect be statistically operates fully or part mediating variable predicting influence performance.
 Theoretical Implication: concluded enhance firms’ measured terms growth, is need manage sustain consumers’ needs based gender age preferences, buying behavior well conducting market have internal capability retaliate.
 Originality/Value: will not only add value existing body knowledge management, but also address application position improve Research Limitations/Future Research: Since quantitative, risk omitted nonresponse bias, limited access data lack previous research subject. Future should extend other categories diverse decision processes purchase intentions amongst consumers.
 Paper type: Empirical