Research Papers/Topics in Marketing

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...

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...

How the understanding the psychology of behavior has been used and could be used, to help businesses advertise their products

This essay discusses how (the psychology of behavior) operant and classical conditioning, cognitive dissonance, heuristic-systematic processing, and gestalt principles of perception, could help and has help businesses influence behavior via ads. And it highlight the role of the human brain.

The Effectiveness Of Personal Selling Strategies In Marketing Of Capital Goods Case Study Of Anamco Ltd Enugu

PREFACEThis study of cusses on the effectiveness of personnel selling in the marketing of capital goods.  It is necessitated by managerial uncertainty with regard to the cause of the aforementioned redirection in sales volumes and profitability in recent times.  This managerial indecision created a room for its suspicion as to whether the sales force was effective or otherwise.In other to find an appropriate solution to the prevailing predicaments, a pilot survey was carried out and...

THE EFFECT OF SALES PROMOTION ON THE MARKETING OF COCA-COLA BRAND OF SOFT DRINKS IN ENUGU URBAN

ABSTRACTThis study examined those factors that influence brand preference among consumers in Enugu urban.The coca-cola soft drinks that are available in retail outlets in Enugu urban, was used on this study.Two sources of data were used in the study, they are primary and secondary data.  Again questionnaires were used as research instruments to supplement the information got through other sources.The hypothesis in this study were tested using chi-square (x2).On the finings, it was observ...

STRATEGIES FOR INTRODUCING A NEW PRODUCT IN THE MARKET (A CASE STUDY OF ENCRISTO PHAMACEUTICALS LIMITED IN ENUGU)

ABSTRACTThe research work was on a study of how to introduce a new product in the market.  The main objective was to determine whether the strategies used to introduce Cristolyn Cough expectorant in Enugu was effective or not.  The researcher also looked at how the product is fairing in the market.  Both primary and secondary data were collected to solve the research problem.The population study comprised the consumer and personnel of Encristo Pharmaceutical company limited Neu...

THE ROLE OF NIGERIA EXPORT PROMOTION COUNCIL (NEPC) IN EXPORT PROMOTION IN NIGERIA (A CASE STUDY OF ENUGU ZONAL OFFICE)

ABSTRACTThis study centered on the Role of Nigerian Export Promotion Council (NEPC) in Export Promotion in Nigeria.  The purpose was to establish the extent to which this organization has succeeded in promoting non oil export in Nigeria.  The entire population of forty three (43) respondents of NEPC, Enugu Zonal Office were all investigated.Apart from secondary data obtained from literature review, primary data were obtained using questionnaire.  The emerging data were analyzed...

THE ROLE OF ADVERTISING ON THE MARKETING OF SUITCASE IN ENUGU METROPOLIS (A CASE STUDY OF JUMATEX SUITCASE ENUGU)

ABSTRACTThis research topic was on the role of advertising in the sales of a new product in Enugu metropolis using maters of Jumatex suitcaseSome objectives at this studies are:-1.To determine the extent customer pushes action of Jumatex suitcase being included by advertising.2.To determine the role of advertising in increasing the profitability of the company.3.To determine the import of advertising in increasing the sales volume Jumatex suitcase used.Based on this, a total of 411 questionna...

AN APPRAISAL OF PROMOTIONAL STRATEGIES OF BARBING SALONS IN ENUGU METROPOLIS (A CASE STUDY OF TOP-CLASS BARBING SALON AWKUNANAW)

ABSTRACTThe study focused on an appraisal of promotional strategies of barbing salons in Enugu metropolis with particular note on top – class barbing salon in Enugu.The objectives of the study-To evaluate the promotional strategies adopted by Top class barbing salon in order to determine their profitability-To determine the impact of public relations adopted by top class barbing salon in customer’s patronage.-To determine of advertising adopted by Top class barbing salon Enugu m...

PROMOTION STRATEGIES FOR THE MARKETING OF EDUCATIONAL SERVICES IN ENUGU (A CASE STUDY OF (ESUT) ENUGU STATE UNIVERSITY OF SCIENCE AND TECHNOLOGY)

ABSTRACTThis work is on the Promotional Strategies for the marketing of educational Services in Enugu. (A case study of (ESUT) Enugu State University of Science and Technology TABLE OF CONTENTTitle pageCertification DedicationAcknowledgement AbstractTable of contentCHAPTER ONE:INTRODUCTION1.1Background of the Study1.2Statement of the problem1.3Objective of the Study1.4Research Questions1.5Significance of the Study1.6Scope of the Study1.7Definition of TermsCHAPTER TWO:LITERATURE...

PROBLEMS AND PROSPECTS OF MARKETING IN SMALL-SCALE BUSINESS IN NIGERIA (A CASE STUDY OF AQUA RAPHA IN ENUGU)

ABSTRACTThis research work is centered on the Problems and Prospects of Marketing in Small-Scale Business in Nigeria. The study was aimed at identifying and examining the problems militating against the effective operations of small-scale business.   Also the study was focused on analyzing and assessing the marketing activities of small-scale business, with a special reference on Aqua Rapha (God’s Healing Water) Company.   The data for the study were collected using...


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