Pub Date : 2022-04-15DOI: 10.37745/bjms.2013/vol10n42739
Collins Kibet Boinett, Y. Kibet, Beatrice Jemaiyo
Consumers' value for a brand is known as "brand equity," and it is expressed in characteristics such as brand recognition, brand associations, perceived quality, brand loyalty, and other exclusive brand assets. The study's goal was to ascertain the connection between independent petroleum dealers' brand equity and competitive advantage in Uasin Gishu County, Kenya. This paper examines the relationship between brand awareness and competitive advantage of independent petroleum dealers in Uasin Gishu County, Kenya. The brand equity theory grounded the study. The research design was correlational. A stratified and simple random sampling procedure was used to choose 26 independent petroleum dealers from the target population, consisting of 28 independent petroleum dealers, and a sample size of 338 employees. The questionnaire was chosen as the method for gathering data. The collected data was analysed using descriptive and inferential statistics. The analysis and presentation of descriptive statistics took the form of frequencies, percentages, means, and standard deviation. With the use of multiple regression analysis, the hypotheses were tested. From the study findings, majority of workers concurred, according to the study's findings, that branding had improved the gas station's visibility and raised its competitive edge. Additionally, majority of workers believed that strong branding had affected customers' buying decisions. Similarly, most of the customers found the petroleum brands easy to memorize. They also agreed that branding petroleum dealers would increase brand recognition of the gas station. The study found a significant and positive correlation between independent petroleum dealers' competitive advantage and brand awareness (p = 0.000). The study recommends that brand endorsement be given more weight in order to strengthen the competitive advantage of independent gasoline dealers in Uasin Gishu County.
{"title":"Relationship between Brand Awareness and Competitive Advantage of Independent Petroleum Dealers in Uasin Gishu County, Kenya","authors":"Collins Kibet Boinett, Y. Kibet, Beatrice Jemaiyo","doi":"10.37745/bjms.2013/vol10n42739","DOIUrl":"https://doi.org/10.37745/bjms.2013/vol10n42739","url":null,"abstract":"Consumers' value for a brand is known as \"brand equity,\" and it is expressed in characteristics such as brand recognition, brand associations, perceived quality, brand loyalty, and other exclusive brand assets. The study's goal was to ascertain the connection between independent petroleum dealers' brand equity and competitive advantage in Uasin Gishu County, Kenya. This paper examines the relationship between brand awareness and competitive advantage of independent petroleum dealers in Uasin Gishu County, Kenya. The brand equity theory grounded the study. The research design was correlational. A stratified and simple random sampling procedure was used to choose 26 independent petroleum dealers from the target population, consisting of 28 independent petroleum dealers, and a sample size of 338 employees. The questionnaire was chosen as the method for gathering data. The collected data was analysed using descriptive and inferential statistics. The analysis and presentation of descriptive statistics took the form of frequencies, percentages, means, and standard deviation. With the use of multiple regression analysis, the hypotheses were tested. From the study findings, majority of workers concurred, according to the study's findings, that branding had improved the gas station's visibility and raised its competitive edge. Additionally, majority of workers believed that strong branding had affected customers' buying decisions. Similarly, most of the customers found the petroleum brands easy to memorize. They also agreed that branding petroleum dealers would increase brand recognition of the gas station. The study found a significant and positive correlation between independent petroleum dealers' competitive advantage and brand awareness (p = 0.000). The study recommends that brand endorsement be given more weight in order to strengthen the competitive advantage of independent gasoline dealers in Uasin Gishu County.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"87 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122638730","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-15DOI: 10.37745/bjms.2013/vol10n41726
Eno . A. Affiah, Udom Mina Elsie L, Peter Nwaguru, N. John, M. G. Okon
The study investigates the role of product positioning and customer targeting practices in small-scale manufacturing firms in Rivers State, Nigeria. 385 small scale manufacturing firms registered with the Nigerian Association of Small Scale Industrialists, Rivers State Chapter constituted the target population. The Krejcie and Morgan (1970) table was used to determine a sample size of 191. A structured questionnaire was designed by the researcher and administered to owners/managers of the SME manufacturing firms and responses analysed using means score and standard deviations to determine which practices are most adopted. Findings indicate that characteristics-based positioning was the most adopted product positioning practice while undifferentiated marketing was the most preferred customer targeting practice. It was concluded that product positioning and customer targeting play significant roles in providing a strategic direction for the small scale manufacturing firms.
{"title":"Product Positioning and Customer Targeting Practices Adopted by Small-Scale Manufacturing Firms in Rivers State, Nigeria","authors":"Eno . A. Affiah, Udom Mina Elsie L, Peter Nwaguru, N. John, M. G. Okon","doi":"10.37745/bjms.2013/vol10n41726","DOIUrl":"https://doi.org/10.37745/bjms.2013/vol10n41726","url":null,"abstract":"The study investigates the role of product positioning and customer targeting practices in small-scale manufacturing firms in Rivers State, Nigeria. 385 small scale manufacturing firms registered with the Nigerian Association of Small Scale Industrialists, Rivers State Chapter constituted the target population. The Krejcie and Morgan (1970) table was used to determine a sample size of 191. A structured questionnaire was designed by the researcher and administered to owners/managers of the SME manufacturing firms and responses analysed using means score and standard deviations to determine which practices are most adopted. Findings indicate that characteristics-based positioning was the most adopted product positioning practice while undifferentiated marketing was the most preferred customer targeting practice. It was concluded that product positioning and customer targeting play significant roles in providing a strategic direction for the small scale manufacturing firms.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127223058","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-15DOI: 10.37745/bjms.2013/vol10n4116
H. G. Igben
This paper identifies the public relations tools which higher educational institutions use for building sustainable relationships with their strategic publics in Nigeria. Public relations tools as an important aspect of public relations practice in every organisation largely determine the status of relationship that higher educational institutions have with their respective publics. It is widely believed that the public relations tools higher educational institutions employ have the potentials for building healthy relationships with their publics with the consequent capacity for removal of unfavourable rumours and stories that could have negative implications for the organisations. A survey of 140 public relations staff and 313 students of higher educational institutions in Nigeria was carried out. Findings reveal that some higher educational institutions use some of the tools as a matter of custom without establishing whether such tools are relevant to addressing their corporate public relations needs. Others try to allow research to precede their selection of the public relations tools of the schools, while some yet do leave their public relations tools in reckless abandon. The study recommends that public relations departments or units of higher educational institutions should always establish the public relations needs of their respective higher educational institutions before initiating the tool for interacting with the publics in order to identify the most effective tool for interaction that would drive sustainable peaceful co-existence between higher educational institutions and their relevant publics.
{"title":"Public relations tools for sustainable mutual understanding between higher educational institutions and their publics in Nigeria","authors":"H. G. Igben","doi":"10.37745/bjms.2013/vol10n4116","DOIUrl":"https://doi.org/10.37745/bjms.2013/vol10n4116","url":null,"abstract":"This paper identifies the public relations tools which higher educational institutions use for building sustainable relationships with their strategic publics in Nigeria. Public relations tools as an important aspect of public relations practice in every organisation largely determine the status of relationship that higher educational institutions have with their respective publics. It is widely believed that the public relations tools higher educational institutions employ have the potentials for building healthy relationships with their publics with the consequent capacity for removal of unfavourable rumours and stories that could have negative implications for the organisations. A survey of 140 public relations staff and 313 students of higher educational institutions in Nigeria was carried out. Findings reveal that some higher educational institutions use some of the tools as a matter of custom without establishing whether such tools are relevant to addressing their corporate public relations needs. Others try to allow research to precede their selection of the public relations tools of the schools, while some yet do leave their public relations tools in reckless abandon. The study recommends that public relations departments or units of higher educational institutions should always establish the public relations needs of their respective higher educational institutions before initiating the tool for interacting with the publics in order to identify the most effective tool for interaction that would drive sustainable peaceful co-existence between higher educational institutions and their relevant publics.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"725 ","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133970216","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-15DOI: 10.37745/bjms.2013/vo10.n3pp2537
P. I. Ebizie, A. Nkamnebe, O. C. Ojiaku
Electronic transactions in the financial sector have continued to surge unprecedentedly around the globe. Governments, politicians, and practitioners around the world have been paying close attention to cryptocurrencies in recent years. Cryptocurrencies, a cutting-edge method of exchanging value without the need for a physical medium, offer a number of potential advantages, including quick transactions, cross-border use, low transaction fees, transparency, high security, anonymity, and privacy. As a result, they are anticipated to bring about a significant revolution in the way money is exchanged in the future. In order to forecast adoption of cryptocurrency among Nigerian University FinTech Entrepreneurs, this study will use the Unified Theory of Acceptance and Use of Technology (UTAUT) paradigm. The population of study was drawn from three major universities in Anambra state. Sample sizes of 323 students were used, out of which 313 questionnaires were correctly filled and returned and were used for the analysis. The findings of the study shows that performance expectancy, effort expectancy and facilitating conditions have a positive relationship with cryptocurrency adoption while there was no relationship established with social influence. This study adds to the expanding body of literature on cryptocurrencies and provides beneficial knowledge to fund managers (investors), enterprises, and individual users (payees) (receiving cryptocurrency as a payment method).
{"title":"Factors Influencing Cryptocurrency Adoption Among Nigerian University Fintech Entrepreneurs: An UTAUT perspective","authors":"P. I. Ebizie, A. Nkamnebe, O. C. Ojiaku","doi":"10.37745/bjms.2013/vo10.n3pp2537","DOIUrl":"https://doi.org/10.37745/bjms.2013/vo10.n3pp2537","url":null,"abstract":"Electronic transactions in the financial sector have continued to surge unprecedentedly around the globe. Governments, politicians, and practitioners around the world have been paying close attention to cryptocurrencies in recent years. Cryptocurrencies, a cutting-edge method of exchanging value without the need for a physical medium, offer a number of potential advantages, including quick transactions, cross-border use, low transaction fees, transparency, high security, anonymity, and privacy. As a result, they are anticipated to bring about a significant revolution in the way money is exchanged in the future. In order to forecast adoption of cryptocurrency among Nigerian University FinTech Entrepreneurs, this study will use the Unified Theory of Acceptance and Use of Technology (UTAUT) paradigm. The population of study was drawn from three major universities in Anambra state. Sample sizes of 323 students were used, out of which 313 questionnaires were correctly filled and returned and were used for the analysis. The findings of the study shows that performance expectancy, effort expectancy and facilitating conditions have a positive relationship with cryptocurrency adoption while there was no relationship established with social influence. This study adds to the expanding body of literature on cryptocurrencies and provides beneficial knowledge to fund managers (investors), enterprises, and individual users (payees) (receiving cryptocurrency as a payment method).","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129804676","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-15DOI: 10.37745/bjms.2013/vo10.n3pp1424
M. Nadeem
With a hybrid workplace model, employers offer exceptional workplace places, create greater collaboration and community for workers and showcase an example of the modern workplace that is digitally flexible and hybrid.This article aims to explore how the organizations and workers impacted by the long-term impact of the pandemic have accelerated the work-from-home movement and exacerbated organizational issues associated with remote work. This study used qualitative content analysis methods and relied on recent remote work research articles, digital surveys, and interviews. This article provides a viewpoint based on the authors' professional experiences in academia and the industry. This narrative review aims to underscore how the pandemic brought lasting workforce changes, including the prevalence and permanence of remote and hybrid work. The article aims to present how companies are moving toward a hybrid workforce, capitalizing on both the collaborative nature of in-person work and the flexibility of telecommuting. This research aimed to study the new work models providing opportunities to supercharge customer intimacy, workers' engagement, and productivity. This study finds that the worker's challenges regarding job satisfaction, productivity, and organizational commitment work in progress as the COVID-19 pushed organizations into unprecedented and unplanned remote work, and hybrid work is the best remedial approach.The article adds to the body of knowledge regarding remote work in organizations focused on the new hybrid work environment created by the global pandemic. The result of the study recommends that organizations create a level playing field for workers, regardless of their location, empower managers, and care for workers as their highest priority not only structurally but in ways of workspaces, working, and culture for hybrid work. The general discussion includes the conclusions from the study for further qualitative and quantitative investigations with significant implications for academicians, practitioners, and policy makers.
{"title":"Vaccinated: Marketing Workforce Hybridization","authors":"M. Nadeem","doi":"10.37745/bjms.2013/vo10.n3pp1424","DOIUrl":"https://doi.org/10.37745/bjms.2013/vo10.n3pp1424","url":null,"abstract":"With a hybrid workplace model, employers offer exceptional workplace places, create greater collaboration and community for workers and showcase an example of the modern workplace that is digitally flexible and hybrid.This article aims to explore how the organizations and workers impacted by the long-term impact of the pandemic have accelerated the work-from-home movement and exacerbated organizational issues associated with remote work. This study used qualitative content analysis methods and relied on recent remote work research articles, digital surveys, and interviews. This article provides a viewpoint based on the authors' professional experiences in academia and the industry. This narrative review aims to underscore how the pandemic brought lasting workforce changes, including the prevalence and permanence of remote and hybrid work. The article aims to present how companies are moving toward a hybrid workforce, capitalizing on both the collaborative nature of in-person work and the flexibility of telecommuting. This research aimed to study the new work models providing opportunities to supercharge customer intimacy, workers' engagement, and productivity. This study finds that the worker's challenges regarding job satisfaction, productivity, and organizational commitment work in progress as the COVID-19 pushed organizations into unprecedented and unplanned remote work, and hybrid work is the best remedial approach.The article adds to the body of knowledge regarding remote work in organizations focused on the new hybrid work environment created by the global pandemic. The result of the study recommends that organizations create a level playing field for workers, regardless of their location, empower managers, and care for workers as their highest priority not only structurally but in ways of workspaces, working, and culture for hybrid work. The general discussion includes the conclusions from the study for further qualitative and quantitative investigations with significant implications for academicians, practitioners, and policy makers.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134293382","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-15DOI: 10.37745/bjms.2013/vo10.n3pp113
Festus Osayande, P. O. Ogunode, Seun Oyebola Adejimi
This study examined “service quality and customer satisfaction with complaint management in the Nigeria’s telecommunication industry”. Specifically, it aimed at finding out the extent to which customers are satisfied or dissatisfied with the quality of services provided by mobile telecommunication operators and to investigate the extent to which dissatisfied customers complain regarding the services of their mobile telecommunication providers. The research instrument (questionnaire) was administered on a total of five hundred (500) randomly selected customers of MTN, GLOBACOM, Airtel, 9mobile, and Multi-links. Data obtained were coded and analyzed using descriptive and inferential statistics such as the frequency tables, One-way Analysis of Variance (ANOVA) and the ‘t’ test for the difference between two population means. The sampling technique used in the study was the multi-stage cluster sampling. The findings from the research revealed that the proportion of customers who are satisfied with the services provided by mobile telecommunication firms is the same as those that are dissatisfied. It was thus recommended that telecommunication service providers should take bold steps to improve on their services in order to enhance customer satisfaction as this is key to achieving growth and profitability.
{"title":"Service Quality and Customer Satisfaction with Complaint Management in The Nigerian Telecommunication Industry","authors":"Festus Osayande, P. O. Ogunode, Seun Oyebola Adejimi","doi":"10.37745/bjms.2013/vo10.n3pp113","DOIUrl":"https://doi.org/10.37745/bjms.2013/vo10.n3pp113","url":null,"abstract":"This study examined “service quality and customer satisfaction with complaint management in the Nigeria’s telecommunication industry”. Specifically, it aimed at finding out the extent to which customers are satisfied or dissatisfied with the quality of services provided by mobile telecommunication operators and to investigate the extent to which dissatisfied customers complain regarding the services of their mobile telecommunication providers. The research instrument (questionnaire) was administered on a total of five hundred (500) randomly selected customers of MTN, GLOBACOM, Airtel, 9mobile, and Multi-links. Data obtained were coded and analyzed using descriptive and inferential statistics such as the frequency tables, One-way Analysis of Variance (ANOVA) and the ‘t’ test for the difference between two population means. The sampling technique used in the study was the multi-stage cluster sampling. The findings from the research revealed that the proportion of customers who are satisfied with the services provided by mobile telecommunication firms is the same as those that are dissatisfied. It was thus recommended that telecommunication service providers should take bold steps to improve on their services in order to enhance customer satisfaction as this is key to achieving growth and profitability.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130967454","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-15DOI: 10.37745/bjms.2013/vol10no2pp.1-12
Financial constraints, as well as a lack of managerial skills, equipment and technology, regulatory concerns, access to international markets, and unfair competition, are all reasons that impede the development of SMEs. SMEs require advertising strategies to ensure their long-term viability and growth in an ever-changing and competitive business environment. In this study, more attention will be paid to the question and relevance of advertising as a form of promotion to improve profitability. 50 small and medium scale enterprises were selected from Uyo. The survey was carried out in major urban center which is Uyo. This area was chosen because the tempo of economic activities being carried out by SMEs to meet the demands of the consumers is very high. The data used for this study were majorly primary and these were obtained from the field through the use of questionnaire. From the data gotten, Cronbach alpha was then used to test for the validity, consistency as well as the reliability of the data-set. All the constructs or items had Cronbach’s Alpha above the minimum acceptable reliability coefficient between 0.5 to 0.9 and therefore exhibits good internal consistency. Following the results, it is observed that the effect of advertising on profitability of the selected SMEs in Uyo metropolis is positive and significant. From the findings of this study, we conclude that advertising can significantly improve profitability of SMEs in AkwaIbom State.
{"title":"Advertising and Profitability; Evidence from Selected SMES in Uyo","authors":"","doi":"10.37745/bjms.2013/vol10no2pp.1-12","DOIUrl":"https://doi.org/10.37745/bjms.2013/vol10no2pp.1-12","url":null,"abstract":"Financial constraints, as well as a lack of managerial skills, equipment and technology, regulatory concerns, access to international markets, and unfair competition, are all reasons that impede the development of SMEs. SMEs require advertising strategies to ensure their long-term viability and growth in an ever-changing and competitive business environment. In this study, more attention will be paid to the question and relevance of advertising as a form of promotion to improve profitability. 50 small and medium scale enterprises were selected from Uyo. The survey was carried out in major urban center which is Uyo. This area was chosen because the tempo of economic activities being carried out by SMEs to meet the demands of the consumers is very high. The data used for this study were majorly primary and these were obtained from the field through the use of questionnaire. From the data gotten, Cronbach alpha was then used to test for the validity, consistency as well as the reliability of the data-set. All the constructs or items had Cronbach’s Alpha above the minimum acceptable reliability coefficient between 0.5 to 0.9 and therefore exhibits good internal consistency. Following the results, it is observed that the effect of advertising on profitability of the selected SMEs in Uyo metropolis is positive and significant. From the findings of this study, we conclude that advertising can significantly improve profitability of SMEs in AkwaIbom State.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-02-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131579069","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-15DOI: 10.37745/bjms.2013/vol10no2pp.13-34
The purpose of this study was to provide a description of fast-food consumers, analyze their preferences, determine the adequacy of current packaging material, and recommend improvements in media vehicles and promotional strategy. A sample of 172 consumers entering De Choice Fast Food in Uyo Metropolis, were conveniently selected, while descriptive statistics was used in analyzing the data obtained. Findings showed that De Choice Fast Food consumers were predominantly resident in Uyo metropolis, singles, more males than females with some levels of education, relatively young people with average incomes. Of all the consumers, those who liked De Choice Fast Food products thought it was tasty, with great value while those who had complaints said their price was on the high side but that the foods/snacks were spicy. Furthermore, the findings showed that consumers prefer white transparent clear plastic packaging to other materials and that they consider De Choice Fast Food location, parking space and interior to be adequate. More so, they love a variety of music like gospels, pop, rock and traditional music and are mostly reached through De Choice bill boards. From these findings, we concluded that most of the consumers of De Choice Fast Food products were average income earners, quite young and enterprising men and women; the foods were of good taste and great value and billboards were the most effective means of reaching most of the consumers. Based on this, we recommended that a complete repackaging of their service strategy be revisited through process engineering of key service areas.
{"title":"Consumer Preference Survey of De Choice Fast Food in Uyo Metropolis, Akwa Ibom State, Nigeria","authors":"","doi":"10.37745/bjms.2013/vol10no2pp.13-34","DOIUrl":"https://doi.org/10.37745/bjms.2013/vol10no2pp.13-34","url":null,"abstract":"The purpose of this study was to provide a description of fast-food consumers, analyze their preferences, determine the adequacy of current packaging material, and recommend improvements in media vehicles and promotional strategy. A sample of 172 consumers entering De Choice Fast Food in Uyo Metropolis, were conveniently selected, while descriptive statistics was used in analyzing the data obtained. Findings showed that De Choice Fast Food consumers were predominantly resident in Uyo metropolis, singles, more males than females with some levels of education, relatively young people with average incomes. Of all the consumers, those who liked De Choice Fast Food products thought it was tasty, with great value while those who had complaints said their price was on the high side but that the foods/snacks were spicy. Furthermore, the findings showed that consumers prefer white transparent clear plastic packaging to other materials and that they consider De Choice Fast Food location, parking space and interior to be adequate. More so, they love a variety of music like gospels, pop, rock and traditional music and are mostly reached through De Choice bill boards. From these findings, we concluded that most of the consumers of De Choice Fast Food products were average income earners, quite young and enterprising men and women; the foods were of good taste and great value and billboards were the most effective means of reaching most of the consumers. Based on this, we recommended that a complete repackaging of their service strategy be revisited through process engineering of key service areas.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"50 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-02-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123458636","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-01-15DOI: 10.37745/bjms.13/vol10no1pp.13-31
PhD. Adiele Austine Opara
This study examined the relationship between political party brand competence and voters’ decision making in Nigeria. The study adopted a cross-sectional survey in its investigation of the variables. Primary data was generated through structured questionnaire. The target population of this study was eighty four million, four thousand and eighty four (84,004, 084). Given an accessible population of twenty six million, six hundred and thirty four thousand six hundred and five (26,634,605) within the six geo-political zones in Nigeria, the sample size of 384 was determined using calculated using the Taro Yamane’s formula for sample size determination. The reliability of the instrument was achieved by the use of the Cronbach Alpha coefficient with all the items scoring above 0.70. The hypotheses were tested using the Pearson Product Moment Correlation Coefficient with the aid of Statistical Package for Social Sciences version 23.0. The tests were carried out at a 95% confidence interval and a 0.05 level of significance. The findings revealed that there is a significant political party brand competence and voters’ decision making in Nigeria. The study concludes that when political parties adopt and build brand competence it has a positive influence on voters’ decision making in Nigeria. The study recommends that political parties should always present brands (candidates) for elective positions based on personality of such candidates especially with regards to brand competence.
{"title":"Political Party Brand Competence and Voters’ Decision Making In Nigeria","authors":"PhD. Adiele Austine Opara","doi":"10.37745/bjms.13/vol10no1pp.13-31","DOIUrl":"https://doi.org/10.37745/bjms.13/vol10no1pp.13-31","url":null,"abstract":"This study examined the relationship between political party brand competence and voters’ decision making in Nigeria. The study adopted a cross-sectional survey in its investigation of the variables. Primary data was generated through structured questionnaire. The target population of this study was eighty four million, four thousand and eighty four (84,004, 084). Given an accessible population of twenty six million, six hundred and thirty four thousand six hundred and five (26,634,605) within the six geo-political zones in Nigeria, the sample size of 384 was determined using calculated using the Taro Yamane’s formula for sample size determination. The reliability of the instrument was achieved by the use of the Cronbach Alpha coefficient with all the items scoring above 0.70. The hypotheses were tested using the Pearson Product Moment Correlation Coefficient with the aid of Statistical Package for Social Sciences version 23.0. The tests were carried out at a 95% confidence interval and a 0.05 level of significance. The findings revealed that there is a significant political party brand competence and voters’ decision making in Nigeria. The study concludes that when political parties adopt and build brand competence it has a positive influence on voters’ decision making in Nigeria. The study recommends that political parties should always present brands (candidates) for elective positions based on personality of such candidates especially with regards to brand competence.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"102 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124146793","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-01-15DOI: 10.37745/bjms.13/vol10no1pp.47-63
The study was embarked upon with the aim of determining the nature of the relationship between service quality and brand loyalty of banks in Bayelsa State of Nigeria, and this was done using responsiveness and reliability as dimensions of service quality and brand advocacy as a measure of brand loyalty, bringing about two research questions and study hypotheses which was put to the test by the use of the Pearson correlation coefficient method with the aid of SPSS software. The study adopted the descriptive design and used a questionnaire as a means of gathering data from the customers of selected banks in Bayelsa State amounting to a total of 140, but a total of 130 copies of the questionnaire were retrieved and used for the analysis of data which informed the conclusion and findings of the research. The study revealed a significant relationship between both reliability and responsiveness as dimensions of service quality and brand advocacy as a measure of brand loyalty. The study therefore concluded that there is a significant relationship between the variables and thus made the following recommendations; Banks should give prompt and quick response to its customers‟ compliant by creating a simple and fast compliant handling system; Banks must let its customers feel safe and secured in any transaction; Banks should create a strong feedback system that enables them to relate effectively with customers and understand them better; Banks should fasten their service processes.
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