Moderating Role of Consumer Psychology in The Application of Integrated Marketing Communication Techniques on Supply Chain Performance of Agrifood in Jos North LGA of Plateau State.

Abstract

Agri-food firm addresses the vital requirementsthat are mandatory for the sustainability of wellbeing on this planet. The purpose of this study is to investigate the effect of integrated marketing communication techniques on supply chain performance of Agrifood in Jos North LGA of Plateau State. The study adopted a cross-sectional survey, while the target population was managers of 30 selected agrifood firms in Jos North LGA. Simple regression was used to test the formulated hypothesis, while process by Andrew Haye was adopted to test the moderating variable. The result indicate that IMC had a positive significant effect on supply chain performance, while consumer psychology has a strong moderating effect on supply chain performance. The study recommends management of agribusiness firms in Jos North LGA of Plateau State need to apply consumer psychology since it increases IMC and supply chain performance since it enhances patronage of
agriculture produce and concluded that effort should be made to upgraded on the aspect of technology in IMC since the level of significance is
moderate and have capability to enhance supply chain performance.