Research Papers/Topics in Marketing

Changing Perception of Indian Rural Consumers towards Packaged Food Products: A Literature Review

Abstract:The packaged food and beverage sector has observed the fastest growth in fast movingconsumer goods market. Several studies have shown that rural consumers are generally ignorant andthey are also unorganized.Rural markets are full of inferior goods and duplicity of branded goods isanother major problem in rural areas. These facts may not be true any longer. The rural market haschanged drastically in the past decade. There is a change in the income pattern and lifestyle of ruralpeople....

Consumer Buying Behavior towards Two-Wheeler Scooters: With Special reference to Nagpur City (Maharashtra, India)

Abstract:Consumer buying behavior is an in-depth study and understanding consumer decision making process. It studies the factors and traits of individual consumer such as demographic and behavioral variable and to understand the need, wants and desire of the consumers. The two wheeler industry in India has shown a steady growth over the past decade. Any organization needs to know the motives and reasons why the consumer differs in choice from each other in buying products and services. This ...

Firm Level Export Determinants in the Case of Ethiopian Garment and textile industry

Abstract The objective of this study was to examine the firm level determinants of export performance of textile and garment firms in Ethiopia. A quantitative research design and explanatory research approaches were used. Primary data was collected using a five-point Likert scale. The study had 83% response rate. Statistical Package for the Social Sciences (SPSS) version 21 was employed to  analyze  the  data.  The  model  assessment  was  done  us...

The Role of a Manager in Small Scale Business Organization (A Case Study of Blio Tex Trading and Construction Company Nigeria. Limited, Enugu)

ABSTRACT The role of a manager in a small business organization is so vital that for any small business organization such as inter-personal, information and co-coordinating roles must be integrated to ensure the betterment of the organization. It acts as a lubricant for the wheels of small business economic development and nation. Moreover, effective role of a manager has contributed to the increase in the organizational productivities and their income, which will ensure the continu...

The Effects of Television Advertising on Sales of Omo Detergent in Idah Metropolis

ABSTRACT         This research intends to find out the effects of television advertising on sales of Omo detergent in Idah metropolis. Two hypothesis were tested using analysis of variance. The population for this study sales of ariel detergent and staffs of Omo detergent companies in Idah. The sample for the study is fifty subjects stratified random sampling technique was employed. This research also contains theoretical framework, summary of findi...

The Impact Of Product Advertisement On Sales Volume Of Companies Product (A Case Study Of Nigeria Breweries Plc 9th Mile Corner, Enugu)

ABSTRACT This research work on the effects of product advertisement on sales  volume of company product. The objective of every company is to achieve its sales volume target, because if achieved, other performce indicators like growth and increase in profitability index would be assured. The objective was to identify the common form of advertising being used in the brewery industry. The project design used for this study is descriptive survey design, source of data use for this...

Effect of marketing strategy on product life cycle ( A case study of MTN Nigeria )

ABSTRACTMarketing strategies have been the effective tools available for organization in achieving the marketing goals and objectives. It serves as a determinant for a product movement along the product life cycle curve (Product Life Cycle ). Telecommunication industries is not left out, an attempts is made to evaluate the extend to which the effect of marketing strategies on a product life cycle is applied by MTN Nigeria Ilorin mobile phone service providers. The objective of the study is to...

Impact of public policy in branding a nation’s Image for Nigeria among Nigerians

Abstract This research work explores the impact of public policy in branding a nation’s Image for Nigeria among Nigerians with specific reference to Economic and Financial Crimes commission. Specifically, the study investigates the feelings and opinions of Nigerians towards Nigeria as a country, determines the effectiveness of crime control agency on security among Nigerians, assess the level at which the introduction of crime control commission has improved the produce of Nigerian i...

INFLUENCE OF EMPLOYEES’ ORGANIZATIONAL CITIZENSHIP BEHAVIOUR (OCB) AND PERSONALITY TRAITS ON CUSTOMER RETENTION OF GCB BANK LIMITED- GHANA

This study is a quantitative survey research which sought to investigate the Influence of Employee Organisational Citizenship Behaviour and Personality Trait on the Customer Retention of GCB Bank in Madina. The objective of the study was to examine the relationship between Employee Personality Trait and Customer Retention. Another objective was to examine the relationship between Employee Organisational Citizenship Behaviour and Customer Retention. Data was gathered from sampled custom...

The Influence of Product Branding and Packaging on Consumer Purchase Behaviour

CHAPTER ONE INTRODUCTION1.1 BACKGROUND TO THE STUDYProduct is a combination of tangible and intangible goods and services offers to a customer for sale. It is any idea, method, information, service or object created as a result of a process and serves a need or satisfies a want (Mazhar, Daud, Bhutto & Mubin, 2015) Consumers are very fond of new products and services which will satisfy their needs and fulfill their demands according to this attitude of consumer’s they attract tow...

Effect of Branding Strategy on the Marketing of Rice in Benue State

The study determine the effect of branding strategy on the marketing of rice in Benue state.Statement of the ProblemThe demand for rice is rising speedily at an estimated rate of 10% per annum (NRDS, 2009), due to population growth and urbanization (Adejumo-Ayibiowu,2010;   Inuwa  et  al.,  2011).  Even   though,  there  is  growing  demand   for   rice  in Nigeria, corresponding increase in supply is lacking thereby leading to persistentdemand - supply gap. Market performanc...

MARKET SEGMENTATION AS A COMPETITIVE STRATEGY IN MANUFACTURING COMPANIES (A STUDY OF SUN SEED OIL MILL COMPANY PLC) ZARIA

ABSTRACT   This research work is on market segmentation as a competitive strategy in manufacturing companies, a study of Sunseed Oil Mills Plc., Zaria. The major problem noted is lack of market segmentation knowledge and its importance which has a negative effect on the company’s competitive strategy. 47 copies of questionnaires were distributed and 41 copies were duly completed and returned. Using SPSS statistical tool chi–square to test hypotheses, it states that: “Th...

THE ROLE OF SOCIAL MEDIA IN MARKETING OF CONSUMER PRODUCTS IN KANO STATE, A CASE STUDY OF FAST FOOD INDUSTRY

This study was carried out on the role of social media in marketing of consumer products in Kano state, a case study of fast food industry. It was premised on the proliferating notion of online retail businesses in Nigeria particularly through the use of many social media like Facebook, Twitter, YouTube, Google Stores, LinkedIn, etc. despite the nefarious atrocities of internet fraudsters. Two objectives were sought; to determine the perception of the consumers toward online fast food...

Leveraging consumers value expectations on manufactured goods through efficient distribution

ABSTRACTMost manufactured organizationsare faced with the choice of the right channels to be used in order todetermine sales and generate high leverage for consumer expectation and hence highprofit margin. This research work is aimed at  leveraging consumer’s valueexpectations on manufactured goods through efficient distribution.Data required for the research work were collected through both primary andsecondary sources. The researcher employed tables and simple percentage toanalyze th...

Product Strategies and Customer Loyalty of Fast Food service firms in Port Harcourt

The most important meaning of a product is what it means to the customer. Pen, for instance, may be a product to the manufacturer, but to the customer, it means a device for writing. What the producer considers as the consumer’s benefit may be at variance’ with what the consumer actually sees or perceive. Awa (2002) defined a product as anything one receives in an exchange transaction-a complexity of tangible and intangible attributes, including functional, social and psychological utilit...

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