Citation:

Asaolu, O., Akpa, V.O. "Big Data Capabilities and Competitive Advantage of Selected Fast-Moving Consumer Goods Firms in Oyo State, Nigeria" International Research Journal of Economics and Management Studies, Vol. 4, No. 5, pp. 18-29, 2025.

Abstract:

The global manufacturing sector experienced significant growth, reflected in the healthcare market's expansion from $7.5 trillion in 2022 to $8 trillion in 2023. In contrast, Nigeria's FMCG industry, while vital for economic development through mass production, job creation, and consumer goods distribution, is facing challenges. Many firms are struggling with reduced competitiveness and declining customer retention, often due to the underutilization of Big Data Capabilities. This study explores how leveraging Big Data can enhance the competitive advantage of selected FMCG firms in Oyo State, Nigeria. This study adopted a survey research design and pragmatism research philosophy. The population was 1,499 top, middle, lower management and operational staff of ten selected fast-moving consumer goods companies (FMCG) in Oyo State, Nigeria. A sample size of 398 staff was computed using Cochran's (1977) formula. The study adopted a purposive sampling technique to select management staff of the FMCGs in Oyo State, Nigeria. A validated questionnaire was used to collect data. The Cronbach's alpha reliability coefficients for the constructs ranged from 0.87 to 0.96. A response rate of 79.9% was achieved for the FMCGs in Oyo State, Nigeria. Data were analyzed using descriptive and inferential statistics (multiple regression analysis). The study revealed that big data capability dimensions had a significant combined effect on competitive advantage (adj r2 = 0.430; f (4, 314) = 61.013, p < 0.05). The study concluded that big data capabilities have a significant effect on the competitive advantage of selected FMCG firms in Oyo state, Nigeria. The study recommends that FMCG firms actively invest in and develop their Big Data infrastructure and expertise. This includes adopting advanced data analytics tools, training staff in data-driven decision-making, and embedding Big Data practices into key business functions such as marketing, supply chain, and customer relationship management. By doing so, firms can better respond to market changes, improve operational efficiency, and strengthen their position in a highly competitive industry.

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Keywords:

Big Data Capabilities, Technological Capability, Infrastructure Flexibility, Personnel Expertise, Management Capabilities, Competitive Advantage.